Competing on social purpose: brands that win by tying mission to growth

There is a growing expectation among consumers for brands to have a position on social issues, and as a result many companies are taking visible stands. These positions can be beneficial to society and the brand, but require a strategy for them to be successful and not harm the brand. The strategy should strengthen the brand's core attributes or create new adjacencies while reducing the risk of any negative perceptions. The strategy should also eliminate hindrances to stakeholder acceptance. Different social purposes that companies can address include generating resources, offering choices, influencing mindsets on issues, and improving conditions.