stop giving back
“Giving back” has become such a phenomenon there’s now a Giving Back magazine, The Giving Back Fund (“a nonprofit organization that provides philanthropic consulting, management, and administrative services to individuals and corporations“), The Giving Back Foundation (“a catalyst to uplift and empower young women and children – to create a new generation of leaders and thinkers“), Operation Giving Back (“a comprehensive resource designed to help surgeons find volunteer opportunities“), and the list goes on and on.
The term “giving back” has become so commonplace that people don’t seem to recognize that it can have a negative connotation, suggesting that you have taken some thing that must be given back. I’d like to suggest that we stop thinking and talking about giving back and start simply having a positive impact on the world around us. What this means for brands is the topic of my piece on Forbes CMO Network, “Why Marketers Need to Stop Giving Back.” Please give it a read and let me know what you think.
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