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Rapport: Transparency, Purpose, and the Empowered Consumer: A New Paradigm for Advertising

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In the past several years, the advertising industry has undergone dramatic changes that have created an array of challenges and opportunities:

  • The use of “big datato target consumers has raised government and consumer concerns about the collection and use of personal information.

  • The rise of “native advertising,” in which ads appear as content, has triggered questions about whether consumers are being misled.

  • Digital advances have given brands direct connections to their consumers, with the power to gain insights and build loyalty.

  • New advertising approaches appealing to consumers’ core values have given brands an opportunity to engage consumers on a deeper level.

Advertisers using their creative power to share messages related to social, environmental, and cultural issues have built strong brands and are having a positive influence on the world around us.

In context of these developments, our two organizations—BSR, a global nonprofit business network focused on sustainability, and Participant Media, a global company focused on entertainment that inspires social change— embarked on research to explore how the major trends in advertising intersect with ideas related to corporate social responsibility (CSR).

This paper focuses on one central question: Can the advertising industry use principles rooted in CSR to engage consumers, build trust, and secure long-term brand loyalty in today’s volatile media landscape?

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