Stories, insights and studies about cause marketing and meaningful communication. Explore how brands can create real social value, how organisations can build authentic relationships with their audiences, and how thoughtful communication can drive both impact and growth.
The beauty industry does not just sell products; it defines norms. What we consider attractive, acceptable, desirable—even “normal”—has been heavily shaped by decades of beauty communication. It’s time to take responsibility and turn that impact around.
Corporate social responsibility in healthcare is becoming a determinant of long-term business relevance. Unlike most industries, healthcare companies operate in a space where their societal impact is not adjacent to the business, but inseparable from it. Let’s talk about the topic the way we like most: with data and good examples!
CSR communication has moved far beyond annual reports and carefully worded press releases. While formal sustainability reporting remains important for compliance and transparency, it is no longer sufficient on its own. Stakeholders look for CSR narratives that explain how they work in practice, and what they change.
When discussing CSR strategy, nonprofit leaders, CSR professionals, and brand strategists often point to Telekom as a reference for credibility and consistency in CSR. Not because of a single standout campaign, but because of how clearly its social initiatives align with its core business and long-term brand purpose.
Cause marketing has become a central tool in purpose-driven brand communication in the last few years, sitting between classic philanthropy and corporate social responsibility. Its relevance has grown alongside changing, value-focused consumer expectations and increased scrutiny of brand behaviour.
As brands become more vocal about social and environmental issues, audiences are no longer asking whether companies should engage with causes, but whether their engagement makes sense. The credibility of CSR initiatives increasingly depends on the difference between cause alignment and cause opportunism.
In a confined philanthropic landscape, where noise is loud and opportunities are scarce, doing good is no longer enough — being seen matters. Nonprofits compete not only for funding, but for attention, volunteers, corporate partners, media coverage, and the emotional engagement of supporters.
