CSR

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Cannabis users are more purpose-driven than beer drinkers

IMI’s latest Next Wave report looks at how CSR motivates consumers across categories.

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How Air Canada changed course on its Fan Flights

The airline, looking to maintain its market presence, found travel-free surprises for its fan appreciation campaign.

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P&G’s new platform rewards customers for doing good

From the C-Suite newsletter: Good Everyday strengthens the CPG’s social impact efforts by involving consumers.

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CSR reaches a tipping point

How the events of 2020 hastened the rise of stakeholder capitalism and reshaped the meaning of corporate purpose.

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Bell hits a more positive note on Let’s Talk Day

The “countable” video for this year’s campaign aims to provide some lighthearted relief after a particularly tough year.

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Why we may have hit ‘peak purpose’

For companies like Scotiabank and Loblaw, it’s no longer good enough to simply express corporate values.

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Bell applies ‘Let’s Talk’ to the struggles of the pandemic

The annual CSR campaign has updated its approach to reflect the urgent (and more relatable) mental health needs of Canadians.

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Baileys branches out from coffee

A Christmas tree market is part of a bigger strategy to reposition the Diageo brand as a more versatile treat.

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DFO fills a giant milk glass with well-wishes for children’s hospital patients

This year’s milk-and-cookies effort helps isolated kids hear from the outside world.

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Canada Goose brings CSR efforts under one platform

From the C-Suite newsletter: The parka maker promises to work at “keeping the planet cold and the people on it warm.”

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How pandemic baking helped KitchenAid ‘rise’ to a fundraising challenge

The premium appliance brand replaced a marquee event with livestreamed baking sessions geared towards its foodie audience.

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Adidas finds inspiration in the legacy of Terry Fox

The apparel brand is in the second phase of a major effort to support the runner’s Foundation and its own brand mission.

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Royale brings its new pet project to shelves

The tissue brand swaps its kittens out for shelter pets as part of a shopper campaign supporting its new CSR project.

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Canadian Tire jumpstarts its sport relief efforts

Jumpstart’s mission is to help kids overcome financial barriers to sports, but now it is helping leagues take on their own troubles.

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Adapting Run for the Cure to the digital world

Personalization and storytelling are helping CIBC and the Canadian Cancer Society keep people who “never stop running” engaged.