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  • Doing good can be profitable
  • Doing good can be profitable
    Garry Knight, Creative Commons (2012) ©
SIGNAL

Doing good can be profitable

Do customers care about a brand's CSR? And do moral brands create better products and bigger profits? A series of experiments carried out by Northwestern University found that consumers do care about brands' social activities, but they have to be driven by genuine care and not self-interest. 

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