In a hyper-competitive, always-on world, staying relevant is tough. Will customers stick around if the economy slows or a mishap goes viral? What happens when competing products and services flood the market? Can you afford to invest in areas that might not show an immediate payoff? Based on interviews with thousands of consumers, Do Good offers a refreshingly upbeat answer: people are drawn to companies with a higher purpose. In every region, age group, and socioeconomic level, customers connect with brands that care about them, their values, and the world at large. They're more committed and less price sensitive to companies that "do good." Do Good documents this sea of change affecting every industry, and proves that doing good and making profits are now inextricably linked. Packed with dozens of examples, and grounded in data from years of original research, this groundbreaking book lays out the new rules of business, and how to win with them. Anne Bahr Thompson's unique five-step Brand Citizenship® model will help your company cultivate the qualities that customers demand: Trust, Enrichment, Responsibility, Community, Contribution Fixating on quarterly results can blind you to the bigger picture: that achieving greater value, better service, better ethics, better focus on sustainability, and social good are the real, proven measures of long-term success. It's these qualities that attract people to a brand, build trust, and cement commitment-the one sure path to profitability.

Do Good will show you the way.