The survey found that 76 percent of American consumers agree that to be socially responsible, companies should place employee salary and wage increases above making charitable contributions. It is also more important than ever to understand the online resources that Americans are using to learn about companies and their track records for corporate social responsibility.
Average Americans feel strong about buying products from or working for a company whose values are aligned with their own personal values.
Rather than detract from the traditional bottom line, this approach, requiring policies that actively favor the key stakeholders in a business — its employees, its customers, its suppliers, its community, and its environment, as well as its owners — makes that business more competitive. While Americans believe that social responsibility is important, only 21 percent give U.
MDS: | LibraryThing
Use of Internet technology is changing the way people learn about and determine which companies are socially responsible, the survey found. Almost half of the respondents 47 percent say they have used the Internet to learn about the extent to which a company is or is not being socially responsible. The survey results also demonstrate that 53 percent of Americans believe that their own online research is one of the most credible means by which to shape their opinions on deciding whether U.
The research indicates that a new generation of online activists is emerging that cuts across many socioeconomic groups in the arena of corporate social responsibility. Going online to learn and advocate for social issues appears to be increasingly a mainstream activity of the average American. The survey also found a positive relationship between active Internet use and engagement in social responsibility.
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About two-fifths of those using the Internet have sent e-mail to a company about its products or services 41 percent or to an elected state or federal official about an issue 38 percent. Americans who frequently use online resources were also more aware of global standards. They also will have to increase transparency and adopt a more integrated approach to monitoring and influencing the online communications shaping their reputations. Best Buy's first investor meeting in two years comes as the electronics retailer faces headwinds from the Trump administration's trade policies on goods made in China.
Netflix just went negative for the year, and one technical analyst says it could get worse before it gets better. The presidential race is becoming an unexpected tool for the United Auto Workers in its strike against General Motors.
The humble Lego brick is celebrating its 60th anniversary this year. It was , and the family was living in the U. Everyone has their Lego story, says Goldin.
1 So, why are you in business?
They remember their first set, they remember the first time they gave it to their child or something that they built. So I used to go back to London to shop in Argos. Its brand value measurement is made up of factors including business performance and the value of the brand if it were to be licensed. Goldin plans to make sure there are fewer hierarchies in her teams so that decisions can be made more quickly, and will also focus on data analytics to measure the impact of campaigns.
I don't just do marketing.
Read Values-Driven Business: How to Change the World Make Money and Have Fun (Social Venture
You know that's actually only one small portion of the job. What my team does is the whole product portfolio, product experience, communication, content, social channels. The Kristiansen family still owns 75 percent of the business via holding company Kirkbi, and the group made a net profit of 7. There are now more than 3, different types of pieces, from mini figures to tubes and accessories such as wheels and swords and more than million building combinations are possible with just six bricks of the same color.
1. Joining the social matrix
Within those are 65 molding machines, all creating millions of pieces, and the factory is run autonomously. The firm also has a foundation that promotes early childhood education. Anyone can tell you what the mission and vision are. Being a private company also helps. Lego has almost a million adults in its Lego Ideas online community, and each year the company launches four products based on the designs.
First, they have to have least 10, votes from supporters before being put to a panel of Lego experts. Winners get a 1 percent cut of sales plus licensing revenue. In , the toymaker faced the first deficit in its history and the following year it decided to cut 1, jobs. By , net sales fell by 26 percent, play material sales slipped 29 percent and as a result, the pre-tax loss on earnings came in at 1. In , it appointed a new CEO and a plan to focus back on its traditional values and products. Brothers Joshua 22 and John Hanlon 24 started it in and made it their full-time job last May.
Such user-generated content is obviously valuable to Lego — the Hanlon brothers were invited to its Denmark headquarters twice in — but also to content creators. The brothers spend about half the year traveling around the world to make Lego YouTube videos. Why do they love it so much? Berliner Arndt Schlaudraff makes his own versions of iconic structures, using all-white Lego Architecture Studio pieces.
Lego also wants to immerse people in its real-life worlds, and along with its eight Legoland theme parks operated by Merlin Entertainments, of which the Kristiansen family owns Guests can build a fish out of Lego, take it to a scanning station, add eyes and other features before it appears as a digital version in a giant fish tank, where it experiences various emotions. The connection between the physical and digital worlds is something Goldin is asked a lot about, she says.
Its Lego Life online community for children has 6 million members, where the most popular thing for kids to do is upload pictures of their own creations. Meanwhile Lego Boost, launched last August, lets children as young as seven attach their Lego toy to sensors so they can be programmed to respond to movement and even talk. And as well as contending with obvious rivals such as Hasbro or Mattel, Lego is also competing with how children and their parents choose to live, says Kim.
So the trick is, how do we get within that stream and really create collaborations to make play part of life.
I s Lego succumbing to that threat from evolving lifestyles? For brand consultant Stephen Cheliotis, Lego is loved by all types of people. It topped the Superbrands ranking of the U. That has extended to its in-house creative agency, headed by creative director Emma Perkins. Traditionally, agencies work out an insight about a particular product, sometimes the result of research with consumers, before teams are briefed to create an idea or advert that reflects that insight.
Sometimes weeks later, ideas are presented to creative directors and eventually clients. Instead, the company now uses a sprint methodology developed by Google Ventures, where people from different departments clear their diaries for a week to work on one task, to prototype a communication idea. Senior Lego staff get to see ideas quickly, and feedback happens fast. The process for creating online content is also a focus for Goldin, with teams working on new content as a product launches, rather than doing so far ahead.