Hasta La Creative!

Globally, more brands are learning the power of giving back to the people they sell products to. But in China, a country with an endless list of social and environmental challenges to tackle, branded corporate social responsibility campaigns aren’t making as much impact as they could.

The missed opportunity is especially striking since middle-class Chinese consumers use social media and their smartphones way more than their American counterparts do, often for vocalizing opinions on social or environmental matters.

It’s not that there is a lack of corporate social responsibility campaigns in China: Fujifilm, Coca-Cola and Starbucks have all created initiatives to give back to different communities in China — raising money for mothers in need, generating awareness on breast cancer and even creating a barista university.

Continue reading at AdAge.com