The challenge facing companies today goes beyond that of meeting the broad ethical standards of behavior that have traditionally defined corporate social responsibility. More than ever, consumers expect the products they purchase and the companies that market them to demonstrate certain values that show they understand the concerns people have for their families and communities, as well as hopes for the future.
Increasingly, these values revolve around social issues. Consumers see many societal issues falling within the scope of business. This is either because they believe business has a direct responsibility, such as with environmental or labor practices, or because consumers' deep level of engagement with favorite brands leads them to expect these brands to share personal values and views about what constitutes responsible behavior.
As a result, companies today need to be increasingly attentive to the growing number of societal issues resonating with consumers that influence purchase decisions and perceptions toward companies.
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