Internal Comms Pro brings “Rise and Shine” series to Indianapolis on April 30

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Explore cognitive bias and communication–for free

Internal Comms Pro is bringing Chuck Gose, Strategic Advisor, SocialChorus and Founder of ICology, to Indianapolis for a Rise and Shine series, “The Mind Matters: Cognitive Bias and Communication,” on April 30, 2019.

internal-comms-pro-website-logoCognitive biases are the perfect crossroads of communication and neuroscience. They impact not only how we receive communication, but how we deliver it as well.

  • Learn what cognitive biases are and review a selection of common ones that impact how we receive and deliver content
  • Understand the impact they have on how we communicate and interpret information through past examples
  • Leave with what we can do to try and overcome our own cognitive biases to be better practitioners and advisers

There’s no cost to attend. Learn more and sign up to attend.

CONSCIOUS CONSUMERS CRAVE CONSCIOUS CAPITALISM

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giveback-sportsby Krista Kuhlman, Experiential Marketing Manager, Giveback Sports

Conscious capitalism, cause marketing, profit + purpose, – no matter what you call it, it’s revolutionizing corporations, organizations, and businesses across the country. Companies that value a dual purpose of increasing profitability, while bettering their communities and society, are quickly becoming the expectation of consumers today and generations to come. Increasingly more Fortune 500 companies are investing significant time and dollars into ways to authentically and seamlessly connect their products or services to causes with impact.

This noteworthy trend has emerged over the past ten years thanks to movement leaders like Patagonia, TOMs, and Warby Parker – iconic brands that baked this idea of “purpose” into their DNAs. By connecting the revenue-generating side with the charitable side of their businesses, socially progressive companies yield greater earnings and impact than they would keeping them separate. These companies differentiate themselves from the standard corporate social responsibility (CSR) of the past, to which companies feel they have a moral obligation to provide benefits to all stakeholders, conscious capitalism is about putting higher values and principles at the core of business operations. These profit + purpose businesses all have the same objective: sell more to help more. As EY Consulting Firm puts it, an easy way to think of CSR vs conscious capitalism is “where CSR could mean planting trees to offset carbon emissions, conscious capitalism could be choosing a business where planting lots of trees is how you make your money.”

In a global study by Cone Communications, 91% of consumers said they were likely to switch to a brand that supports a good cause and 92% said they would buy a product or service with a social or environmental benefit if given the opportunity. This provides a favorable circumstance for businesses not only attract customers and grow their bottom line, but also attract top talent as employees choose to work for companies with strong social credentials. Every business’ strategy will vary in different industries and different brands, but there are a few general recommendations for how to achieve a successful cause marketing partnership or campaign.

Organizations must find a cause that genuinely aligns with their business. Consumers are more informed than ever before to distinguish honest and authentic philanthropy verse insincere charitable giving used as a marketing tactic. This means businesses should choose causes that their employees, customers, and consumers believe in to relate to the overall mission and vision of the company. Organizations also need to stray away from strictly cash donations. Yes, money is always helpful and necessary, but when employees give their time and knowledge it can be just as powerful. Lastly, make the impact known! Consumers want transparency on how brands and businesses are positively affecting communities and the world. Social media is a great place to spread cause + brand awareness, highlight the organization’s work and accomplishments, and encourage others to get involved to be the change.

Conscious capitalism is the future of business. Cause marketing is the strategy for promoting a company’s social impact through means greater than monetary contributions. And profit + purpose is the powerful idea that organizations are meant to have a greater function and intention than the bottom line.

Save 10% off membership in March

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It’s that time of year again—March is Member Month at IABC! That means you’ll save 10% off your membership dues if you join or renew this month.

No matter where you are in your career—whether you’re a student, just starting your career as a communicator, or at the management or strategic adviser level—IABC has the connections and resources you need. IABC membership connects you with thousands of other communication professionals from around the world. You’ll gain access to exclusive members-only tools, templates, resources and insights that will help you drive your career and the communication profession forward.

There’s no better time than now to put yourself and your team first. As you’re considering IABC membership, be sure to check out the incentives and prizes that will be offered during March.