How marketers can put social purpose into practice

Ben & Jerry’s has highlighted climate change and marriage equality, among other social issuesThe concept of corporate social responsibility (CSR) is under the microscope like never before, as consumers are increasingly adept at seeing through insincere attempts by brands to appear to be doing good.
Lord Browne, the former BP CEO and one of the original proponents of CSR, reckons it is now a failed strategy because all too often it is separated from the core function of the bu