The Emergence of Brand Philanthropy

Industrial Revolution Gilded Age

UrbanAge

Charity Vs. Philanthropy

My Observation

The shift from interruptive model of communications to engagement means brands must add real value to the lives of city dwellers

Problem with city dwelling Brand Example

Traffic and pollution Barclays London Bike Scheme

Health Converse Open Gym

Solitary Existence Heineken StarPlayer

Connection with nature Wieckse Zonnerradar

Play Bing Decode

Why Brand Philanthropy?

1. Encourages brands to be ambitious

2. Makes branded utility relevant to a broader groups of brands

3. Ensures that CSR is at the heart of what a brand does

4. Ensures that CSR-style activities have a mutual benefit between city-dwellers and brands that target them.