{"id":237589,"date":"2022-09-20T04:07:42","date_gmt":"2022-09-20T02:07:42","guid":{"rendered":"https:\/\/mypr.co.za\/?p=121563"},"modified":"2022-09-20T04:07:42","modified_gmt":"2022-09-20T02:07:42","slug":"is-doing-good-really-so-bad","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/is-doing-good-really-so-bad\/","title":{"rendered":"Is doing good really so bad?"},"content":{"rendered":"<aside class=\"scaip scaip-1 \">\n<aside id=\"republication_tracker_tool-2\" class=\"republication_tracker_tool clearfix\">\n<h5 class=\"adtitle\">Republish for Free<\/h5>\n<div class=\"license\">\n<p><button name=\"Republish This Story\" id=\"cc-btn\" class=\"republication-tracker-tool-button\">Republish This Story<\/button><\/p>\n<p><a class=\"license\" rel=\"noreferrer license noopener\" target=\"_blank\" href=\"http:\/\/creativecommons.org\/licenses\/by-nd\/4.0\/\"><img decoding=\"async\" alt=\"Creative Commons License\" class=\"lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/09\/is-doing-good-really-so-bad.png\"><\/a><\/p>\n<p><img decoding=\"async\" alt=\"Creative Commons License\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/09\/is-doing-good-really-so-bad.png\"><\/div>\n<div class=\"message\">\n<p>Republish our articles for free, online or in print, under a Creative Commons license.<\/p>\n<\/div>\n<\/aside>\n<\/aside>\n<p><a href=\"https:\/\/mypr.co.za\/?attachment_id=121564\"><img loading=\"lazy\" decoding=\"async\" alt width=\"300\" height=\"300\" class=\"alignleft wp-image-121564 size-thumbnail lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/09\/is-doing-good-really-so-bad.jpg\"><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-121564 size-thumbnail\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/09\/is-doing-good-really-so-bad.jpg\" alt width=\"300\" height=\"300\">I recently took part in a discussion with our agency and clients where we unpacked some of the main themes at this year\u2019s Cannes Lion Awards. Towards the end of the Q&amp;A, someone in the audience asked whether the plethora of cause-related work that won actually yielded any ROI, or were they just made for awards.<\/p>\n<p>Of course, it\u2019s easy to see how one could jump to that conclusion when almost no Grand Prix-winning campaigns spoke to a company\u2019s product or service at all. Instead, only two Grand Prixs were awarded for non-cause and purpose-led work.<\/p>\n<p>Now, in years gone by, cause-related, or charity-based campaigns, were often seen as shiny low-hanging fruit by ad agencies. As a result, many of them took on pro-bono accounts to increase their chances of winning metal.<\/p>\n<p>In fact, nearly 30 years ago, things got so out of hand, that a group of frustrated creatives ran an ad featuring a horrendous image with the headline, \u2018Here\u2019s my dead dog, where\u2019s my award?\u2019.<\/p>\n<p>Award shows quickly took note and changed the rules. But in an obvious show of irony, not before the \u2018dead dog\u2019 ad won a host of accolades across the world.<\/p>\n<p>As far as corporates were concerned though, not much attention was given to anything cause-related. CSR was only a small part of their annual marketing budget, and the cause closest to their hearts was solving their own business problems rather than the problems of the world.<\/p>\n<p>Fast forward to the past few years, and that narrative has completely flipped on its head.<\/p>\n<p>Corporations, big and small, are now weaving cause marketing and sustainability programs into the very fabric of their DNA.<\/p>\n<p>More and more businesses have realised that doing good, is indeed good business. And there have been plenty of studies to back it up.<\/p>\n<p>In one study, a large group of philanthropic companies averaged an 11% increase in revenue, while their non-philanthropic competitors fell by 3% during the same time period.<\/p>\n<p>They also found that 6 out of 10 people were willing to spend more for a product or service from a philanthropic company with good values.<\/p>\n<p>Another study found that 36% of customers had stopped their relationship with a company because of its unethical behaviour, while a company that was socially engaged, motivated them to become a customer.<\/p>\n<p>In short, companies that add value to the lives of their customers beyond the attributes of their products or services far outperform those that don\u2019t.<\/p>\n<p>As far as creative award shows go, it\u2019s quite possible that purpose fatigue will eventually set in at some point. Who knows, we might even see the return of humour. Imagine that.<\/p>\n<p>But, chances are, campaigns created for the good of the world will continue to win, as long as they\u2019re yielding good results for the brands that create them. And that can\u2019t be so bad, can it?<\/p>\n<p><a href=\"http:\/\/mypr.co.za\/contact\/featured\/\">CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n<p> <span class=\"post-views-icon dashicons dashicons-chart-bar\"><\/span> <span class=\"post-views-label\">Press Release Views since 1 July 2022:<\/span> <span class=\"post-views-count\">106<\/span> <\/p>\n<div class=\"entry-pagination pagination\">Pages: <span class=\"post-page-numbers current\"><span class=\"screen-reader-text\">Page <\/span>1<\/span> <a href=\"https:\/\/mypr.co.za\/is-doing-good-really-so-bad\/2\/\" class=\"post-page-numbers\"><span class=\"screen-reader-text\">Page <\/span>2<\/a><\/div>\n<p><a href=\"https:\/\/mypr.co.za\">Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Republish for Free Republish This Story Republish our articles for free, online or in print, under a Creative Commons license. I recently took part in a discussion with our agency and clients where we unpacked some of the main themes at this year\u2019s Cannes Lion Awards. Towards the end of the Q&amp;A, someone in the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":237590,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9021,1],"tags":[3257],"class_list":{"0":"post-237589","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mypr","8":"category-south-africa","9":"tag-mypr","10":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/09\/is-doing-good-really-so-bad.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/237589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=237589"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/237589\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/237590"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=237589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=237589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=237589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}