Hasta La Creative!

The most successful brands on the planetTesla, Patagonia, Airbnbhave seamlessly weaved positive impact into their business model to attract loyal consumers and employees (not to mention astute investors like the $6 trillion behemoth BlackRock, which recently asked the companies it invests in to show social impact alongside financial returns).

But for the large majority of brands taking their first steps in bringing their purpose to life in meaningful and tangible ways, there’s often an inability to go beyond declaring their social stance in some sort of short-term campaign that’s more about gaining PR and social media buzz than any measurable long-term positive cultural impact.

Part of the difficulty lies in the ADD nature of modern-day marketing: The average tenure of a chief marketing officer is 19 months, and businesses focused on hitting quarterly profit goals struggle with making the multiyear commitments needed to effect significant social impact.

Continue reading at AdAge.com