Good Company Tapped to Join Carol Cone Purpose Collaborative
Nation’s first expert collective responds to growing consumer trend
92% want to do business with companies that share their values, support good causes*
March 29, 2016, Annapolis, Maryland – Good Company, a brand citizenship consultancy, announced today it has been selected to join The Purpose Collaborative, a growing collective of the foremost cause-focused agencies and consultants created by one of the world’s pioneers in the business with purpose space, Carol Cone. Good Company develops innovative business strategies with positive social impact working extensively in the brand licensing, entertainment, toy, education, environment, health and financial literacy sectors.
Good Company’s contributions to The Purpose Collaborative include cause marketing, licensing, retail, education and media partnerships, as well as digital marketing and app development. It is one of more than 30 agencies, boutiques, and subject matter experts with significant experience in, and an authentic commitment to, cause marketing.
“We are thrilled to join The Purpose Collaborative,” says Laura Ferry, president, Good Company. “With the majority of consumers expecting businesses to solve social problems, brands and retailers are looking for unique opportunities to support important causes. Through The Purpose Collaborative, cause-focused organizations looking to amplify their mission can come to us for access to leading experts under one roof.”
Good Company’s cause-branded product programs and promotions pose a unique opportunity for retailers and brands to bond with consumers by galvanizing their support and patronage around causes they care about. With the best-in-class services of The Purpose Collaborative, nonprofit brands will also have an opportunity to activate their missions through consumer channels and engage consumers like never before.
“Purpose” – an organization’s aspirational reason for being, beyond profits – has evolved from its earlier roots (cause marketing, corporate social responsibility, sustainability, etc.) to become a galvanizing force for brands and organizations to achieve commercial success while making a positive societal impact. Research indicates that purpose-driven companies return almost 400% greater value than their peers; 84% of millennials rank purpose supreme in evaluating job satisfaction**; and 92%* of people want to do business with companies that share their values.
Carol Cone founded and led the highly regarded Boston agency, Cone Communications, from 1980 through 2010. She most recently served as the Global Chair for Edelman’s Business + Social Purpose practice. She created The Purpose Collaborative as part of her new consultancy, Carol Cone ON PURPOSE, because she felt that a new and more nimble model was needed. “The depth of The Purpose Collaborative enables us to go further than traditional agencies to build purpose into the fabric and core business strategy of client organizations,” explains Carol Cone.
About Good Company:
Good Company is a brand citizenship consultancy that develops innovative business strategies with positive social impact. We help organizations, both profit-driven and nonprofits, develop shared-value joint ventures that are purpose-driven and achieve societal change. More information at www.goodcompanystrategies.com.
Carol Cone ON PURPOSE (CCOP) is a 21st century consultancy whose mission is moving purpose to the center of business and brand strategy. CCOP helps organizations identify, accelerate and amplify their purpose, CSR and sustainability strategy and programming. Its services include: purpose discovery and definition, culture development, employee and customer engagement, sustainable product sourcing and innovation, social issues engagement, brand narrative and story telling, digital strategy and activation, insights research and analytics. The consultancy is led by Carol Cone, regarded as one of the founders of the purpose movement in the early 1980s and has been internationally recognized for her work. More information at www.purposecollaborative.com.
Contact: Erika Sanchez/Julie Livingston/Livingston PR (347)-239-0249
**Jim Stengel Study of Business Growth conducted by Millward Brown