Goodbrand News
May 11, 2011
Dean Sanders speaks at the Rainforest Alliance annual marketing workshop
On 11 May, Dean Sanders, founder of GoodBrand, was invited to present at the Rainforest Alliance’s annual ‘Marketing Sustainability & Certification Workshop’. He spoke about how brands are building social equity. Click here to read Dean's speech or click here to watch the video.
Dean began by defining what social equity is and also why it is important. For Dean, social equity refers to consumer or public confidence in the values and capability of a brand. He explained how social equity has become more relevant today due to people’s mistrust in institutions. Moreover, Dean used consumer data from GoodBrand’s Social Equity Index™ to demonstrate the strong correlation between social equity and consumer preference for a brand.
He then continued to explain that companies are able to create social equity either by embedding a social purpose into its DNA and strategy (social enterprises such as The Body Shop), by reinventing the business (i.e. McDonald’s), by leveraging a partner’s social equity (Kenco promoting Rainforest Alliance) or by simply being part of its purpose (such as the case of charities).
He then continued to explain that companies are able to create social equity either by embedding a social purpose into its DNA and strategy (social enterprises such as The Body Shop), by reinventing the business (i.e. McDonald’s), by leveraging a partner’s social equity (Kenco promoting Rainforest Alliance) or by simply being part of its purpose (such as the case of charities).
