PurPle: Purpose + People

PurPle: Purpose + People

What it means to be a good corporate citizen has changed from Green (environment) to Blue (sustainability) to Purple (purpose + people). Tomorrow’s successful PurPle companies and brands will be the ones that work collaboratively with communities, governments, customers and organizations to co-create solutions to the world’s toughest problems. Moving from corporate social responsibility to collaborative social innovation will drive more rapid and meaningful change in society and in business because with collaboration and co-creation comes shared value and a mutually beneficial shared purpose in society.

MSLGROUP’S new PurPle offering is grounded in the new triple bottom line: purpose, participation and performance by putting people at the center of its proprietary strategic communications process that unlocks a company’s true north, ignites movements in society and drives shared value for the company and its stakeholders and communities it serves.

Content from this campaign

Part II: Cause+Video: Integrating Cause Marketing into Brand Ad Campaigns
In follow-up to the Cause + Video Part I post, I have to give a shout out to the next two halo award finalists in the video category – Mastercard Dig In, Do Good and...
Mar 17, 2014 4:15 PM ET
The New Expectations of Society
“Successful companies and brands will be the ones that drive more rapid and meaningful change in society and business through co-creation and collaboration with people around a shared purpose.” The first decade of the 21st century had a significant impact on what it means to be a good corporate and brand citizen. The intersection of four seismic shifts makes it...
Jan 29, 2014 12:30 PM ET
Upscale Latinos: "The Most Influential Segment since the Baby Boomers" According to Nielsen
At 53 million strong and growing, the strength and influence of the U.S. Hispanic population is less and less doubted. More often, the question is: how to begin targeting such a dynamic population? A recent report from Nielsen and the Association of Hispanic Advertising Agencies (AHAA) unveiled a powerful core segment of “upscale Latinos” that control 37 percent of the group’s $1.3...
Jan 14, 2014 2:30 PM ET
Giving Tuesday 2013: Reflections and Tips
As a self-proclaimed cause marketing and CSR “geek” who profoundly believes in the power of public/private partnerships, as you may imagine, I’m like a kid in a candy store on #GivingTuesday. Outside of Giving Tuesday, the best corporate purpose campaigns leverage the brand’s assets – employees, products, technology and dedicated consumers – on behalf of a social issue. They use their...
Dec 4, 2013 2:45 PM ET
CSR on India Inc's Mind
Why has corporate social responsibility (CSR) become so important for Indian businesses? Many believe that the recent tweak to India’s corporate law – companies that earn more than Rs 500 crore (roughly $75 million) or are worth more than Rs 1,000 crore ($151 million) must now devote 2% of net revenues to CSR programmes – has ushered in this change. I disagree. Many large Indian...
Sep 10, 2013 3:45 PM ET