MKATB006 front cover

The Marketers Guide to Social Enterprise

$49.95

Learn about the growing social trend of responsible consumption, how social enterprises and established brands are partnering for shared value, and why many businesses are choosing to pursue the B Corp certification.

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Learn about the growing social trend of responsible consumption, how social enterprises and established brands are partnering for shared value amid and why many businesses are choosing to pursue the B Corp certification.

Hear the latest thinking and examples from a diverse range of experts from around the world. The Future Business Council, ING Direct, B Lab Australia, Social Traders, Pollinate Energy, Patagonia and Pamela Hartigan of the Skoll Centre at the University of Oxford, who writes:

While I’m widely recognised as someone who pioneered the term ‘social entrepreneur’ globally, in the spirit of full transparency, I now feel very uncomfortable with the term and the descriptor used to refer to its starring actor, the social entrepreneur. While important 15 years ago, these terms continue to perpetuate the dichotomy that there is one place we make money and another place where we ‘do good’, which is exactly what has led us to the growing inequality and planetary crisis in which we find ourselves. One of the most welcome trends in recent years is the recognition that these spheres can no longer be separated if we are to survive as a people and a planet.

 

Contents:

  • Foreword by Tom Quinn, executive director, Future Business Council.
  • Infographic: What will social enterprise look like in 2020?
  • Feature: The social enterprise groundswell – Social enterprises and B Corps are cresting the burgeoning wave of responsible consumption. But what’s in it for brands? A sustainable future, as Michelle Dunner reports.
  • The debate: “Can social enterprises thrive in the face of bureaucracy?” Respondents: David Breen, Head of Corporate Affiars at ING Direct; Adam Kostick, strategy director at Gozer and founder at GoodWell; Ira Kalb, president of Kalb and Associates, and assistant professor of Clinical Marketing at USC; Carolyn Butler-Madden, managing director, Sunday Lunch; Rez Haremi, CEO at Essential Need.
  • Opinion: Time for some mythbusting – Going beyond the myth of the ‘heropreneur’ to change generational and conusmer trends is the key to successful enterprise, says Pamela Hartigan, director, at Skoll Centre, Saïd Business School, University of Oxford.
  • Opinion: Marketing the invisible category – Do we need a framework at government level to maximise the value from social enterprise, asks Mark Hemetsberger, head of marketing at Social Traders.
  • Opinion: A model partnership – Brands have much to gain through the right social enterprise partnerships, writes Chris Raine, CEO of Hello Sunday Morning.

 

 

 

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