How Corporate Social Responsibility Connects Us to Consumers
by Catherine Hernandez-Blades, Chief Brand & Communications Officer, Aflac
Long gone are the days of disengaged consumers, whose allegiance is garnered merely through coupons and loyalty programs. Today’s customers are increasingly sophisticated and selective. They like to keep their finger on the pulse of the companies with which they have chosen, or are thinking of choosing, to do business. Does the business align with their values? Is it engaged with the community, and what is it doing for the greater good?