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Excerpt - This blog was originally published by the Boston College Center for Corporate Citizenship Website
Corporate Citizenship is often described as a “journey,” but how many of us really have a map. Are we travelers on someone else’s path; blazing new trails; and/or just preparing for the next storm? As corporate citizenship practitioners we must continuously be more deliberate and intentional in everything we do. Our role isn’t just to create programs, it is to steer and align assets to have the greatest business and social impact. How do we create a map to not only guide our journey, but more importantly, to bring the rest of our company along with us?
CSR/Sustainability and Marketing professionals have not always been the best of friends. In fact, recently, Thomas Kolster, Creative Director and Author of Goodvertising, and Founder of Where Good Grows, posted a cartoon showing them at opposite ends of a couple’s therapy couch. However, when they do work together and see the benefits, there is potential for transformative, long-lasting social and environmental change.
So what are the requirements for a successful relationship between CSR/Sustainability and Marketing? This was the topic up for discussion at the Net Impact Boston Career Summit on Friday February 21st.
I was honored to be included as a panelist at Duke’s Sustainable Business & Social Impact Conference (SBSI) where over 500 students, professionals, academics, and others gathered at the Fuqua School of Business to discuss innovative business models, partnerships, and ideas that are creating lasting social impact around the world. It’s always fun to go back to a university campus, especially when it happens to be Duke University in North Carolina where it’s usually a bit warmer in February than it is up here in Boston. Not this year though since I got snowed in in Durham!
Nikki was recently interviewed in TriplePundit's "Women in CSR" interview series regarding the challenges and opportunities facing the corporate responsibility sector in this recent Triple Pundit interview. Check it out, share on Twitter and/or LinkedIn and let us know your thoughts!
Original post on TriplePundit by Andrea Newell on Thursday January 9th, 2014.