Stakeholder Management

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How to Jump-Start Meaningful Marketing

For the first time, we see that developing Meaningful Brands - that enhance the wellbeing of people, communities and societies - is more essential to successful brand management than building trust. Looking at the most recent results from Havas' Meaningful Brands© 2015 study, Meaningful Brands with positive societal impact have a higher return as they enjoy a 46% higher spent versus competitors in their category (Share of Wallet) than less Meaningful Brands. But how to become a Meaningful Brand without running the risk of greenwashing?
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Discover the new way of doing business

Sustainable Brands Live Event 2015 Barcelona, Spain

On 27 and 28 April Sustainable Brands organizes its live event in Europe's most innovative city, Barcelona. Successful brands are expected to deliver deeper customer value. Through better business models, smarter product design and the engagement of stakeholders in partnership, businesses will build on the better world of tomorrow. During the two-day congres, participants will collaborate on the theme of redesigning business success from sustainability. Leading brand innovators from all over the world are presented to share their knowledge and experiences.
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Is Pharma in Need of a Sustainability Pill?

The pharmaceutical industry did not score well in the latest 2014 Edelman Trust Barometer, obtaining a trust level of only 54 percent. Some might argue this doesn’t come as a surprise, as pharmaceutical companies seem to be stuck in an almost schizophrenic situation of trying to find a balance between healthy profits and serving the community. Nowadays, new open innovation business models are vital to respond to the pressing healthcare needs. This sparks the question: how is pharma building trust with its stakeholders to meet these requirements? Although the perception of highly profitable corporates with shiny reports who see sustainability as a mere PR tool is still alive, the actual sustainability performance in the sector has improved.
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Global Warming as Next Challenge for Livestock

The livestock sector is under scrutiny. Food scandals and the current bird flu outbreak have drawn the public’s critical attention to the sector with concerns focusing on food safety, food integrity and animal welfare. Meanwhile, a much lesser known fact is that greenhouse gas emissions associated with livestock production are estimated to account for over 14.5 percent of the global total output, exceeding the amount of emissions produced from powering all the world’s road vehicles, trains, ships and aeroplanes combined. This emerging topic appears to have ducked the radar of consumers, which poses the question: what can the sector do to prevent the next reputational scandal from happening?
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Social Media as Platform for CSR Communications

Companies are increasingly making use of social media for various purposes. In marketing, webcare and PR, social media have become household names in the communication mix. However, in the field of CSR and sustainability, social media are not necessarily regarded as a useful platform yet. While the delivery of CSR messages relies on mainly traditional channels such as the CSR report, social media show great potential for discussing sustainability issues and engaging stakeholders.
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Crisis puts reputations under pressure

The McKinsey Quarterly edition of June 2009 carries the article “Rebuilding corporate reputations” which again underlines the value of effective stakeholder management. The top 3 priorities they indicate when dealing with stakeholder management are:
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