ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book presents a realistic account of how brands promote public health issues in relation to consumerism. It frames a how-to guide, to help readers either start the journey or boost their effects on the ground. The book can help brand managers and marketers find affordable interventions to meet their profitability goals while still making a difference for people. It explains why brands benefit from embracing an explicit social purpose. The book offers hand-holding exercises to help brand managers navigate through the journey of embedding a social purpose. It runs counter to the popular perception that business leaders are unaware and incapable of dealing with major social challenges. The book urges the public sector to get off their “moral high horse” and seek real partnerships with companies, partnerships that draw on the best of both sectors.
