Building Long-Term Trust Through CSR Investments

Today's consumers are buying into values. They buy trust. Having been in the trenches building these programs with major retailers like Amazon, Ulta Beauty, and Sephora, I get asked almost daily: "How do we do this right?" From years of learning, here's the 5 step framework that actually works (and generates 12% sales lifts): 1- Start with data-driven audience insights. Macy's exemplified this by analyzing customer search and filter behavior to uncover which values actually drive purchase decisions. 2- Know your authority position. Ulta's high, unaided awareness meant they could confidently define values for their consumers. Other retailers might need to leverage third-party certifications. This decision fundamentally shapes your entire approach. 3- Create black-and-white program definitions. Sephora demonstrated why this matters. Their clear, unambiguous standards protect both retailers and consumers from misinterpretation. 4- Integrate technology from day one. This isn't optional. 82% of Gen Z researches online, but 73% convert in-store. Your values-based program must deliver a seamless omnichannel experience. 5- Make brand participation worthwhile through distinctive merchandising, special placement, and loyalty program integration. Your participating brands are investing significantly. Reward that investment. Ultimately, a successful values-based program goes beyond just adding labels to a shelf. It's about building trust at scale. It's the new gold standard for retail leadership and the key to winning the next generation of consumers.

Your organization is committed to taking real action, but few inside or outside of your company seem to know about it. That’s frustrating. Not enough people are reading the data points in your report, and savvy consumers can see right through inauthentic messaging or boring content. Some may not understand how your actions impact them. This is a missed opportunity. ❗ 79% of consumers say they are more likely to believe a company’s CSR commitments if they share their efforts along multiple channels. (sustainable brands) ❗ A study found that individual companies that promote their CSR initiatives on social media garner more loyalty from their followers. (IBM) ❗Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (insivia) Our nonfiction content studio uses a journalistic approach to turn your data into moving stories. After all, 81% of consumers trust real opinions over those promoted in an ad. As an award-winning TV journalist, it was always real stories about real people that made the most impact on audiences. While traditional news often showcased the worst in our communities, I knew there was a need to turn the lens on brands who were doing good. Interested in learning more about how we do that. Let’s chat! #csr #storytelling #videoproduction #miamivideo #nonfictionvideo

60% of #CSR initiatives fail. Why? Short-term thinking (and 7 other common mistakes: https://lnkd.in/gSER5wgc) But there's a better way: Building long-term programs that align business strategy with real-world impact. In the below blog, we feature 9 CSR initiatives succeeding in 2025... and WHY they are succeeding: ✔️ Leverage core business assets to meet community needs ✔️ Engage employees at scale in meaningful work ✔️ Help participating employees advance their purpose and careers ✔️ Invest in systems change—not just PR ✔️ Deliver value to business AND society If you're looking for inspiration—or examples to share with your execs—start here 👉 9 corporate social impact programs thriving in 2025 🔗 https://lnkd.in/gWN_jBfu And if you know one we missed, please add to the comments or DM me! #CSR #SocialImpact #SkillsBasedVolunteering #CorporateResponsibility #SocialEnterprise #ESG #PurposeDrivenBusiness #ImpactAtWork