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About Shared Purpose
Shared Purpose is a forum to think about, discuss, and predict what’s next for business and society.
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Contributors
Tara Grecosenior vice president Tara has experience on both sides of the equation, having worked in corporate CR and nonprofit communications & marketing. She focuses on trends and innovations in community engagement, strategic philanthropy, volunteerism, cause marketing, and CR/nonprofit communications.
Andrea ShatzmanA senior associate in APCO’s Washington, D.C. office, Andrea works on a broad range of CR issues. She’s particularly interested in the evolution of CR over time and how businesses can capitalize on their strengths to make unique contributions to society.
Robin DelisoRobin is a senior associate who works in APCO’s corporate responsibility practice and is interested in the blurring lines between consumer and influencer expectations of companies. She looks at how companies use CR to engage audiences in innovative ways, especially re: social media, and started her career in nonprofit communications strategy.
Leela StakeLeela is a senior associate who helps businesses innovate, collaborate and communicate to be more successful. She’s based in San Francisco, has worked in six Asian countries and is interested in the relationship between long-term business success and community prosperity.
Julie JackA vice president in APCO's New York office, Julie works on corporate responsibility with a focus on business strategy and emerging issues and trends. Her currents interests and work focus on sustainable agriculture and supply chain management, the integration of CR and financial communications, and CR in the consumer goods space.
Rachel ThompsonRachel is the global corporate responsibility practice manager for APCO. She has worked on global trade and CR in government and business. Her interests include the role (and limits) of CR in making globalization more sustainable; evidence and measurement issues; and the relationship between CR and preventing trade protectionism.
James RobinsonJames is a vice president who brings ten years of experience working on CR strategy and communications in New York, Beijing, and Jakarta. He looks at how CR is employed as part of broader business strategy and has a particular interest in the evolving role of technology and innovation in managing social and environmental issues.
Kitty PotterKitty is an associate director and leads APCO's CR practice in the Asia-Pacific region. Her current work and interests include the development of multi-stakeholder initiatives addressing corruption in supply chains, sustainability performance ratings, and engagement with private sector in climate change adaption.
Ellen MignoniEllen is a senior vice president and helped build APCO’s global corporate responsibility practice. She works primarily with APCO’s corporate clients on business alignment and corporate responsibility, stakeholder engagement and partnership development, and communication and outreach.History & Categories
Click to unfold.Recent Posts
- ‘Tis the Season for Budget Discussions…
- SharedPurpose Academy Awards 2012
- Social Media Week Reflection: Using Social Media to Communicate Corporate Responsibility
- The Under-represented Role of Women in Business and Government
- Reading Between the Lines: CR Messages in the Super Bowl Ads
- The Year of Shared Value Policy?
- When Competitors Collaborate: Logistics Experts on Disaster Frontlines
- Investing in American Jobs
- Two Years Later: Haiti Earthquake Relief Signals New Age in Charitable Giving
- Applying Moneyball Logic to Managing a Corporate Volunteer Program
Categories
- Philanthropy (59)
- Volunteerism & Service (49)
- Business Alignment/Integration (47)
- Community Engagement (45)
- What's Next for CR (42)
- Communicating CR (40)
- Nonprofit Operations and Communications (31)
- CR in North America (27)
- Cause Marketing (19)
- Environment (15)
Archives by Month
- February 2012 (7)
- January 2012 (3)
- December 2011 (5)
- November 2011 (4)
- October 2011 (10)
- September 2011 (8)
- August 2011 (4)
- July 2011 (5)
- June 2011 (6)
- May 2011 (5)
Blogroll
- Boston College Center for Corporate Citizenship’s In Good Company
- Case Foundation Blog
- CECP Blog
- Chronicle of Philanthropy’s Give and Take
- CSRwire Talkback
- Ethical Corporation's Reflection on Ethical Business
- Hands On Network Blog
- Marc Gunther's Blog
- Points of Light Institute’s Blog
- Taproot Foundation's Pro Bono Junkie's Blog
- U.S. Chamber of Commerce’s Business Civic Leadership Center Blog
Author Archives: SharedPurpose
Investing in American Jobs
Last week, the White House convened a group of American business leaders for its “Insourcing American Jobs” forum. I was honored to attend the forum with Hal Sirkin of the Boston Consulting Group who is one of our clients here at APCO. Hal’s study, “Made in the USA, Again,” was a big part of the forum. President Obama highlighted the study in his opening remarks and used it to jump start the forum’s discussion.
Posted on Friday, January 20th, 2012
Catogories Community Engagement CR in North America What's Next for CR Tagged corporate responsibility, economy, insourcing, jobs, White House Leave a comment
Catogories Community Engagement CR in North America What's Next for CR Tagged corporate responsibility, economy, insourcing, jobs, White House Leave a comment
Two Years Later: Haiti Earthquake Relief Signals New Age in Charitable Giving
Two years ago today, the devastating earthquake that struck Haiti made shockwaves well beyond the small Caribbean country. Hundreds of millions of dollars were poured into the country by foreign governments and traditional charitable organizations. But what was most unique was that a substantial portion of international donations—$43 million to be exact—came from text messaging. The relief effort signaled a new age in social giving.
Posted on Friday, January 13th, 2012
Catogories Community Engagement Philanthropy Tagged donations, earthquake, fundraising, giving, Haiti, mobile, Pew, texting Leave a comment
Catogories Community Engagement Philanthropy Tagged donations, earthquake, fundraising, giving, Haiti, mobile, Pew, texting Leave a comment
Corporate brands must add value to society
In my previous posts, I made the case that corporate branding is out of step with the reality of the market. Why, when given the ability of companies to adapt quickly to technological change, would corporate brands be out of step?
To some degree, I think companies have been forced to adapt their operations and product marketing to technology because it has hit them over the head like a sledgehammer. The market quickly makes winners and losers, but the corporate brand doesn't cry out in the same way. It is harder to diagnose the harm a brand suffers from being left behind, making it less likely to get attention.
There is, however, very tangible science available that documents the value of the corporate brand and its ability to predict things like sales, customer and employee loyalty, and even market capitalization.
Posted on Tuesday, December 6th, 2011
Catogories Business Alignment/Integration Communications What's Next for CR Tagged corporate brands, reputation, shared value, societal value Leave a comment
Catogories Business Alignment/Integration Communications What's Next for CR Tagged corporate brands, reputation, shared value, societal value Leave a comment
It’s time for corporate brands to step up
Corporate brands need to step up. Now is the time to rethink your corporate brand in light of the new expectations and interactions it faces.
Once upon a time, we could categorize stakeholders by their occupations. Today, stakeholders can create themselves by their level of advocacy, and the tools to create that advocacy have become much more democratized and scalable. Individuals can become influencers quickly and with global reach. Their advocacy may be aimed at a particular product, but as often as not, they pierce the corporate veil and go straight to the corporate brand. Why do this? Because people are smart. They understand that products don't make decisions, companies do; products don't run afoul of labor standards, companies do; and products don't have environmental problems, companies do.
Posted on Thursday, December 1st, 2011
Catogories Business Alignment/Integration Tagged corporate brands, corproate responsibility, CSR, influence, reputation, stakeholder engagement Leave a comment
Catogories Business Alignment/Integration Tagged corporate brands, corproate responsibility, CSR, influence, reputation, stakeholder engagement Leave a comment
Brand comms strategies must evolve with technology
Let's talk about brands for a minute. I think this may be an area where semantics have overtaken common sense. I've read heated online exchanges about the difference between brand and reputation, but the difference when discussing corporate brands seems only one of perspective. The brand is the promise, the reputation is the success in delivering on that promise.
When we talk about corporate brands, what are we really talking about? It is the promise those brands are making to a range of potential stakeholders about what they can expect from the company. With that in mind, I am always stunned when a company gives short shrift to its corporate brand under the delusion that “no one is buying the corporate brand – they're buying the products.”
Posted on Thursday, December 1st, 2011
Catogories Business Alignment/Integration Tagged brand, Champion Brand, corporate responsibility, reputation, ROI Leave a comment
Catogories Business Alignment/Integration Tagged brand, Champion Brand, corporate responsibility, reputation, ROI Leave a comment
Food Day in the U.S. Highlights the Hunger-Obesity Paradox
Melissa Musiker is a registered dietician and a member of APCO’s Washington, D.C., health policy team.Today is Food Day in the United States. Food Day is an event coordinated by the Center for Science in the Public Interest with the goal of bringing together eaters of all types “to push for healthy, affordable food produced [...]
Posted on Monday, October 24th, 2011
Catogories Health Tagged Food Day, Food Insecurity, food policy, malnutrition, obesity, USDA 1 Comment
Catogories Health Tagged Food Day, Food Insecurity, food policy, malnutrition, obesity, USDA 1 Comment
Blog Action Day 2011: We Are All Experts on Food
Today is Blog Action Day. 2250 bloggers from 100 countries have put their hands up to talk about food and take part in a global conversation. The next 24 hours will see a huge global conversation about food from many different perspectives and angles. When I started my career working as a clinical dietitian, someone gave me a great piece of advice that I think is particularly relevant to the theme of Blog Action Day 2011- always remember, everybody is an expert because everybody eats.
Like healthcare and education, food touches the lives of every person. Given all of this, it isn’t really all that surprising that the “farm to fork to physiology” policy debate is gaining so much attention and so many champions, often from unexpected sectors of society. Obesity rates are increasing and so are healthcare costs associated with chronic disease. We can’t afford to let either continue moving in that direction.
Posted on Sunday, October 16th, 2011
Catogories Health Tagged BAD2011, Blog Action Day 2011, nutrition Leave a comment
Catogories Health Tagged BAD2011, Blog Action Day 2011, nutrition Leave a comment
Cause Brands in Practice: Introducing United Nations Foundation’s Shot@Life Campaign
Many of us in cause branding believe in the power of partnerships. We have often sat between a corporation and an NGO and had the delightful task of having to translate two very distinct dialects.
I am here to say we are at an exciting time in the evolution of cause brands, be it for-profit, non-profit or even some-profit! There are symbiotic relationships bursting on the scene everywhere, often driven by a common effort to build a truly new and vibrant American brand.
Posted on Thursday, September 22nd, 2011
Catogories Cause Marketing Communicating CR Nonprofit Operations and Communications Philanthropy Tagged cause branding, Cause marketing, Shot@Life, United Nations Foundation, vaccines Leave a comment
Catogories Cause Marketing Communicating CR Nonprofit Operations and Communications Philanthropy Tagged cause branding, Cause marketing, Shot@Life, United Nations Foundation, vaccines Leave a comment
Finding Shared Value in the Fight Against Non Communicable Diseases
The international community gathers for the United Nations High-Level Meeting (UN HLM) on Non Communicable Disease (NCDs) this week in New York. Many are optimistic that the UN HLM will intensify focus within the international community on NCDs and solidify the link between NCDs and economic growth. The UN HLM has the potential to be the beginning of a global drive against NCDs. But this global drive must positively engage all sectors of society for it to be successful.
Posted on Wednesday, September 21st, 2011
Catogories Business Alignment/Integration Tagged High-Level Meeting, NCDs, non communicable disease, UN HLM, United Nations Leave a comment
Catogories Business Alignment/Integration Tagged High-Level Meeting, NCDs, non communicable disease, UN HLM, United Nations Leave a comment
The Under-represented Role of Women in Business and Government
Catogories Women and Girls | Tagged BHM, Black History Month, civil rights, discrimination, double outsider status, Kaiser Family Foundation, KFF, Michelle Obama, race relations, Survey, Washington Post, women | Leave a comment