NEW YORK— Edelman has launched goodpurpose, a specialist consultancy dedicated to helping brands put social action closer to the center of their brand proposition. The new unit will be led by Mitch Markson, president of Edelman’s global consumer brands practice.
The goodpurpose cooperative will help companies identify and take advantage of the creative, socially responsible and financially lucrative opportunities that can arise “when brands and consumers join forces around a social platform or meaningful cause.” It will bring together a cross-practice, cross-country team of professionals with expertise ranging from brand marketing, health and technology to entertainment, digital media, research, and corporate social responsibility.
The goodpurpose offering includes an interactive workshop and exploration, research and insight data, creative campaign development and execution, and a forum for ongoing dialogue, information gathering and exchange at GoodPurposeCommunity.com, as well as insight delivered via a media partner, Good magazine.
According to Markson, “We see a new phenomenon emerging called ‘mutual social responsibility,’ where consumers and the brands they interact with every day take a mutual interest in and a mutual responsibility for being good citizens. It’s a natural fusion of corporate social responsibility and traditional cause-related marketing.
“Consumers are seeking a more personal, co-creative role in everything from product development to brand marketing,”