There simply is no one more astute about all things having to do with CSR and cause marketing than Ms. Cone. She is always at her best, as with this assessment of the year unfolding.
If 2000 to 2010 was the decade of why, 2011 and beyond will be about how purpose can be strategic for organizations. How do you create, activate and articulate your Purpose? How do you bring your employees to the forefront? How do you partner with your consumers to solve environmental and social issues? Certainly, with the upheaval of last year still fresh in our minds, leading brands and corporations must learn to act in concert with citizen consumers, taking their concerns, and their collective power, seriously.