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Good works are no longer optional. For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonias profits have climbed year after year even as it funnels heavy investments into sustainability. And its not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVSs destocking cigarettes to Chipotles ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving and they quickly call out negligence. Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a companys DNA. Packed with examples and original data, the five-step model highlights the new rules of business: TRUST: Deliver on promises ENRICHMENT: Make daily life easier or more inspiring RESPONSIBILITY: Treat people and the environment with respect COMMUNITY: Mirror values shared by customers, employees, and partners CONTRIBUTION: Make a difference in the world. Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts. Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that it is safe to say that good works and charitable giving are no longer optional for the company that aspires for financial success--they are necessary!Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. From CVS’s destocking cigarettes to Chipotle’s ethical sourcing, customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence.Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts. Increasingly today, in every age group, consumers are committing to brands that show good citizenship—from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success. Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as: Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability. CVS's strategic decision to start destocking cigarettes in all stores. Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good—Trust, Enrichment, Responsibility, Community, and Contribution—companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts. Good works are no longer optional. For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability. And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving-and they quickly call out negligence. Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA. Packed with examples and original data, the five-step model highlights the new rules of business: * TRUST: Deliver on promises * ENRICHMENT: Make daily life easier or more inspiring * RESPONSIBILITY: Treat people and the environment with respect * COMMUNITY: Mirror values shared by customers, employees, and partners * CONTRIBUTION: Make a difference in the world. Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts. -- Provided by publisher. Pt. I. It's a brave new world. The new demand that brands make a difference Balancing social and financial values : the new brand and business equation Brand citizenship : the consumer-first model for doing good and doing well pt. II. The path of brand citizenship. Trust: don't let me down Enrichment : enhance daily life Responsibility : behave fairly Community: connect me Contribution : make me bigger than I am pt. III. Choosing change. Stepping forward into brand citizenship. Packed with examples and original data, this book presents a five-step model that explains how to embed social consciousness into a company's DNA, and shows that by actively linking great brands with higher purposes, companies capture both markets and hearts. -- Edited summary from book Give to get! Your company’s generosity can actually INCREASE your profits, not take away from them.