As marketers, we must look at corporate social responsibility programs as more than blanket statements about an ideal world and big cash donations to associations related to a given cause, and instead outline the actions we will take across all areas of our brands to effect change.
So why do many of us spend $55,000 and more on a luxury car that Consumer Reports says won’t perform as well as a much cheaper brand?
Since the beginning of time to this very moment, we humans have been driven by purpose. Consciously and unconsciously, we seek meaning in our lives and the need to actively make a difference and leave a personal legacy of good when we move on from this existence. Jung addresses this in his Individuation process and so, too, do modern and past psychologists and researchers of human behavior drivers.