During my recent trip to Nicaragua, in between peering into the fiery Masaya volcano and swimming in the beautiful Laguna de Apoyo, I asked my good friend and guide Orvin Dublin of Nicascapes how I could give back.
Human beings are storytelling animals. A key communications strategy for the post-modern world is learning to tell a company story that resonates with one’s clients deeper motivations. How can research on values help you do that? One of the central tenets of the research we do is that values are not monolithic. Different people value different things and these values predict the kinds of stories that one enjoys. People who value Power, Achievement, Spirituality, Tradition, Conformity, and Security seem to prefer stories that are closer to them, which they can relate to. In contrast, individuals who value Universalism, Self-Direction, Stiumulation, and Hedonism report a greater preference for stories that provide more of an escape from their everyday existence.
The Social Values Project™ blends cutting-edge psychology, marketing and data science to get to the heart of what motivates people’s behavior. Our proprietary insights tool helps businesses connect with customers and employees on a deeper level using authentic content that speaks to their inner values, needs and desires.
There’s more to being nice in business than just being nice. Fostering a positive environment and kindness in the workplace can lead to several business benefits.
Have a cause that’s close to your company’s core values? Follow these six tips to publicly support a cause without a causing a crisis.
Zenzian and Communities Take Root spokesperson Melissa Marasco featured on KUSI “Good Morning San Diego” on Monday, August 27, 2012.
The age of donating a million dollars and spending millions of dollars in publicizing that donation are behind us. Now more than ever, consumers are calling for large corporations to small businesses alike to integrate their corporate social responsibility values into the fabric of their company culture. From sustainability, workers’ rights or supporting the hungry, consumers expect brands to align themselves with a cause and fully support that cause whether consumers hear about it or not. In today’s era, corporate social responsibility is much more than an added value piece to a company’s public relations campaign: it is their brand identity.
In May 2012, our client, the Keep A Breast Foundation (KAB) announced it was partnering with Young Survival Coalition (YSC) on the Treasured Chest Program, a support program for young women diagnosed with breast cancer.
On April 16, 2012, Zenzi Communications launched the third year of Dreyer’s Fruit Bars annual Communities Take Root program, a corporate cause marketing campaign developed and coordinated by Zenzi in which organizations compete for a fruit orchard in partnership with the Fruit Tree Planting Foundation.
Started in summer 2010, the Communities Take Root program provides a fruit orchard in scores of deserving communities across the United States to build community relationships and reinforce Dreyer’s Fruit Bars message of healthy eating. The public can vote for communities throughout the summer in hopes of their community favorite winning an orchard.
What if we could change the world?
At Zenzi, one of our core values is giving back and making a positive impact on communities in need. We have always been big believers in the power of cause marketing, and we encourage our clients & team to do the same. Now, it’s one thing to strategize on ways to help out from the comfort of our office…and quite another to get to the heart of the problem on a grassroots level. Which is exactly what I did last month when I joined Give Clean Water on a mission to provide clean drinking water to the people of Fiji.