Corporate Social Marketing

Corporate Social Marketing uses business resources to develop and/or implement a behavior change campaign intended to improve public healthy, safety, the environment, or community well-being. Behavior change is always the focus and the intended outcome.

Examples include:

  • Manulife Volunteer Initiatives In 2009, Manulife Financial looked to define a cause marketing strategy that would not only align well with their brand values (strong, reliable, trustworthy and forward-thinking) but would also have high potential to engage employees, advisors and Canadians across the country. Inspired by the longstanding community work of their employees and financial advisors, Manulife chose volunteerism ...
  • Koodonation Koodonation is Canada’s first-ever micro-volunteering website. A corporate social responsibility initiative of Koodo Mobile, it was designed to inspire and engage Koodo’s millennial customers in volunteering. Microvolunteering is done online, in short bursts with only a short time commitment, a simple way for Koodo’s tech-savvy young customers to support local charities, non profits and organizations that ...
  • BC Hydro Power Smart BC Hydro has influenced many of its consumers to reduce their energy consumption through its Power Smart loyalty program.