Do Good : Embracing Brand Citizenship to Fuel Both Purpose and Profit

Increasingly today, in every age group, consumers are committing to brands that show good citizenship–from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that it is safe to say that good works and charitable giving are no longer optional for the company that aspires for financial success–they are necessary! Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters.