Emphasis on Ethics: A Renewed Focus on Corporate Social Responsibility

There has been an awaking in regard to being a steward of the customer, a steward of the brand, and a steward of the community. Both financially and organizationally, corporate social responsibility is becoming an increasing focus for brands committed to making a difference in the lives of their customers and across the communities they inhabit. But there is a challenge for brands around creating alignment when trying to understand and manage this stewardship.

When asked if all bands should be a steward of social responsibility, to some degree, most consumers would say “yes.” But do customers expect a higher level of social stewardship from some brands and not others? And if so, how do brands know what their optimal level of social responsibility should be? Understanding these consumer expectations is not always clear. Depending on the industry there can be challenges for brands to understand what is expected of them, execute in a manner that is consistent with the brand promise, and drive experiences that enhance their value proposition.

In this panel focused on corporate social responsibility, we bring together executives from top brands in the space to examine their thoughts, ideas, and predictions for topics like customer engagement, new technologies, and Voice of the Customer processes. 

Key takeaways from this session include:

• What Corporate Social Responsibility means for brands today

• Understanding the rising expectations from customers across verticals and how to effectively manage and measure brand impact

• Why proper alignment is crucial to the honesty and integrity of the brand promise


Cherie Fu, Director of Marketing, AARP


Javier Flaim, CEO, Recyclebank

As CEO, Javier Flaim is responsible for the overall vision and strategic direction of the company – scaling and growing Recyclebank, that over a decade ago pioneered and patented an education and incentives behavior change platform to help cities and brands encourage residents to make more sustainable purchasing and disposal habits. Through his work at Recyclebank, he is able to combine his passion for sustainability with his dedication to innovation. During his tenure, Recyclebank has been named One of World’s Most Innovative Company by Fast Company, Top Ten Clean-Tech Company by The Wall Street Journal and Outstanding Excellence in Public/Private Partnerships by U.S. Conference of Mayors.

Before joining Recyclebank, Javier was partner and executive vice president of innovation at Maddock Douglas, an innovation-consulting firm, where he was responsible for helping both Fortune 50 and startup organizations develop and launch industry-changing products and services. Javier joined Maddock Douglas when it acquired Markitecture, where he served as CEO. Previously, Flaim held leadership positions at Hill Holliday Advertising, Wheelhouse, as well as Yankelovich. He earned a B.A. in economics and political science from University of California, Berkeley, and an M.B.A. in strategy and marketing from the Wharton School at the University of Pennsylvania. He lives in Connecticut with his wife, daughter and son.


Agenda Overview

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