Carol Cone's The Purpose Collaborative Welcomes Oliver Russell
Carol Cone, known as the "Mother of Cause Marketing," has long been a leader I've admired. Cone Communications, the company she founded (and sold to Omnicom Group), is to corporate social responsibility as Nike is to the sports world. Today, I'm thrilled to announce we're joining forces through The Purpose Collaborative to elevate socially responsible brands around the globe.
This coveted invitation means we join Cone's growing collective of the 37 foremost purpose-oriented agencies and consultants. If you follow this blog, you are likely familiar with the concept of "purpose"—an organization’s aspirational reason for being, beyond profits, which has in recent years evolved from its earlier roots in cause marketing, corporate social responsibility, sustainability, etc. to become a galvanizing force for brands and organizations turning a profit while also leaving a positive impact on the world. Research indicates that purpose-driven companies return almost 400% greater value than their peers; 84% of Millennials rank purpose supreme in evaluating job satisfaction; and 92% of people want to do business with companies that share their values.
Since founding Oliver Russell in 1991, I’ve seen how the world doesn’t need ‘just another marketing or consulting firm,’ but it does need businesses to step up and take the lead in having a different relationship with stakeholders and society. The Purpose Collaborative is right up our alley, and it’s an honor to join them in scaling the work we’ve been doing for 26 years and that Carol's been leading since 1980.