Description
Do Good is a groundbreaking guide that redefines the role of business in society, showing how companies can thrive by embracing purpose alongside profit. Anne Bahr Thompson introduces the concept of Brand Citizenship—a five-step model built on trust, enrichment, responsibility, community, and contribution. Through compelling case studies of brands like TOMS, Patagonia, and CVS, Thompson demonstrates that social responsibility is no longer optional; it is essential for long-term success. This book equips leaders with actionable strategies to integrate values into their business DNA, creating brands that resonate deeply with consumers and employees alike.
More than a business manual, Do Good is a manifesto for a new era of commerce where generosity and profitability coexist. Thompson’s insights challenge traditional thinking and inspire organizations to move beyond token gestures toward authentic engagement with societal needs. Whether you are a CEO, marketer, or entrepreneur, this book provides a clear roadmap for building a brand that not only earns profits but also earns trust and loyalty in an increasingly conscious marketplace.
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