From CSR to the Relevance of the Brand: looking beyond the consumer


CATEGORY: strategies BRAND: ZeKoGram Innova

Is donating part of the company’s profits to a worthy cause a CSR measure? Formally, it would seem so. But the real question should be: is it enough? I mean, as the consumer sees it.

Luis García Giralt


Because, in reality, these CSR measures started in the 60’s in the US (they didn’t get to Spain until the 90’s) as a response to their “new” preoccupations, when consumers headed towards an evolution in their consumption paradigm that has not ceased its progress in the same direction. Today, it is not enough for companies to satisfy consumers’ needs ...READ MORE

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