CSR is not brand purpose

The statistics show that 67% of consumers have bought a brand for the first time because they agreed with its position on a controversial topic. Marketers know that customer acquisition is expensive, so if these numbers are correct, why don't we see more companies including CSR activities?

Maša Stanič, Copywriter from DROM Agency explained: ''Brands need to understand that people expect to see changes. They need to support their statements and show change or action behind them. If you can show that then you are on the right track.''

The brands have to ask themselves: What do we do? How do we do it? Why are we doing it?

''Most brands struggle because they don't have a clear brand purpose. If you don't know why you do what you do, then you can't take a stance on a controversial topic. Without a brand purpose, you are lost,'' added Kristjan Klemenčič, Senior Copywriter at DROM Agency.