A number of macro trends are influencing social good initiatives today, including the call for greater transparency, rapid urbanization and advancements in technology. As a result, we’re seeing less “goodwashing,” more creative strategies for urban renewal and innovative new donation channels from for-profits and nonprofits alike.
“Social Good” covers these developments and more, including how corporations are starting to integrate social issues into their core strategies and how nonprofits are increasingly adopting for-profit tactics.
The trend report is the result of research conducted in partnership with EthosJWT, our unit specializing in brand strategy, ideas and activation for social change and social benefit. In addition to desk research, we interviewed experts and influencers from the nonprofit and corporate social responsibility sectors and conducted quantitative surveys in the U.S., the U.K. and Canada. The surveys used SONAR™, JWT’s proprietary online tool, to poll 908 adults aged 18-plus from June 28-July 6, 2011.