{"id":1637,"date":"2015-07-26T09:44:17","date_gmt":"2015-07-26T14:44:17","guid":{"rendered":"http:\/\/flevy.com\/blog\/?p=1637"},"modified":"2015-07-29T22:35:44","modified_gmt":"2015-07-30T03:35:44","slug":"strategic-sustainability-roi-and-corporate-branding","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/strategic-sustainability-roi-and-corporate-branding\/","title":{"rendered":"Strategic Sustainability, ROI, and Corporate Branding"},"content":{"rendered":"

Previously,\u00a0I wrote a\u00a0post<\/a>\u00a0about how companies can use social marketing to distribute content and tell their brand story to the target market. I discussed how many companies are using social media to highlight their sustainability programs and the ways they improve communities. However, many remain skeptical of storytelling as a marketing tool, and even sustainability programs themselves. I heard from a few skeptics in the comments. They wondered whether content marketing about a company’s community impact had any real measurable ROI.<\/p>\n

Recently, I came across a video on Youtube “Doing Well By Doing Good,” from Coca Cola’s CEO, Muhtar Kent, from their 2014 shareholder meeting regarding the importance of sustainability within their organization. The video is in response to the question of a skeptical shareholder.<\/p>\n

“My question is about the business case for all your sustainability programs. Are these just feel good PR efforts or do they create real value for the business? Is there any real return on investment?”<\/span><\/p>\n