Despite the growing importance of socially responsible business practices, most companies still have no idea how to profitably integrate them into their work. Here, Ethos Water founder
Jonathan Greenblatt, whose charitable enterprise gained huge visibility and market share when it became part of Starbucks, suggests that it's all about collaboration. He explores the
cooperative strategies that give companies such as Whole Foods, Patagonia, Stonyfield Farms, and Method Soap� their reputation for authenticity, as well as how larger companies like Clorox,
Colgate and Unilever have acquired smaller, eco-conscious brands to achieve their sustainability goals. He shows how genuinely responsible brands leverage these collaborations to embed
social values into the deepest fabric of their organization, from their fundraising and hiring policies to their supply chain management and marketing methods. Offering a variety of
approaches depending on company size, industry and market position, Greenblatt provides a roadmap to becoming the brand you want to be-with a little help.
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Readers will learn:
* How Chipotle's commitment to sourcing local ingredients improves both food quality and
�� community goodwill
* How TOM's shoes offers an easy point-of-sale contribution for major retailers like Bloomingdale's
�� and Nordstrom
* How crowdsourcing start-ups like Prosper and Kickstarter invent whole new capital markets by
�� collaborating directly with consumers
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. . . and much more. Synthesizing the latest wisdom from the traditional business world and the budding field of social entrepreneurship, Greenblatt shows why the best approach to a tough
economy and a savvy customer base is to share your strengths.
