We’ve heard the advice before: If you want to reach the younger generation of consumers, make sure you’ve got a story to tell about the good you’re doing in the world.

Corporate social responsibility (known as CSR) has become an integral part of a digital marketing plan.

But have we been doing it wrong all this time?

Dionne Nickerson is an Assistant Professor of Marketing at the Kelly School of Business at Indiana University. Recently, she co-authored a research paper that is one of the first to study the effect of CSR on brand sales, and our host Tod Maffin sat down with her.

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ABOUT THIS PODCAST

Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source Audio

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