By Alicia Tillman, Chief Marketing Officer, Ariba – an SAP company
Today’s consumers are socially conscious and lean toward brands that have a higher purpose. Research shows that if given a choice, most consumers will purchase a brand with a cause over one without.
Think about the RED initiative started several years ago by Bono of U2 fame that some of the biggest brands in the world have lined up behind, including Starbucks, Apple and Target. Or Toms, which through its One for One....