About this item

The Corporate Social Mind introduces a new cultural and strategic approach to social issue engagement by companies. It takes a lot more than just a good corporate social responsibility; environmental, social, and governance; or corporate citizenship/philanthropy strategy to support social change. Marketing and communications teams can play a crucial role in enhancing the work a business does to impact society, activating the public and consumers towards social issue action, and changing perceptions, attitudes, and strongly-held beliefs. This book is about bringing together those who work on social issues from both the corporate social responsibility and the marketing and communications sides and showing them how to engage in the kind of work that leads to stronger campaigns, moments, and initiatives that positively change the world. The Corporate Social Mind helps corporate impact and marketing teams understand how to collaborate and innovate, moving beyond their own ways of thinking and operating and coming together to address social issues through a mindset that embeds key traits into the daily work of their companies. Business as a whole, from research and innovation to marketing, can drive positive social change in society when it is integrated into the way we do the actual work. In The Corporate Social Mind, Derrick Feldmann and Michael Alberg-Seberich each bring together 20+ years of work in the social issue campaign, marketing, movement, and social impact spaces to help companies leverage assets for positive social issue progress. You'll see how key companies have done this and how every leader, no matter the industry, can establish a culture in which this is the mindset.