Historically, companies have sold heavily branded products & then think about giving a portion of profits away to charity later. That’s how it’s always been, right?
When companies take a cause they care about & put the cause at the core of their most precious assets, it says something entirely different to that old (and rather boring) model.
It means they’re on the right track to earn the trust & advocacy of the new C.E.O.s – Consumers, Employees, Outsiders looking for brands they can believe in.
Lacoste is probably not perfect – but this move is definitely something an Inspired Company would do. More on how Inspired Companies do unexpected things in Chapter 8, Inspired INC.
Publication: March 2018