定义目的：如果您不这样做，任何道路都会带您到达那里Know Where (or Why) You're Going

尽管有些术语已经经受了时间的考验，但现在已经过时了。无论使用哪种术语，您和您的同事都应该对您组织中的“目的”有什么意义，以获得最大的好处。对此策略的目标达成共识，利益相关者参与并希望取得的结果至关重要。否则，您与目标相关的策略可能无法实现。

为了帮助您的旅程，将其视为按字母顺序介绍的负责任的业务专业人员的最新词汇表。

品牌目的：What a brand stands for and how it strives to achieve business and societal benefit. Well-executed brand purpose adds value to a brand, often with the goal to build and deepen relationships between the brand and consumers.

原因品牌：因果营销的发展，原因是我于1998年开发的一句话，与我们的第三次国家研究相吻合。As I wrote in the early 2000s，因为品牌是“一种强大的定位学科，用于增强品牌权益并增强具有重大底线和社区影响的公司形象。”188bet网址怎么打不开

Cause marketing:Initiatives or campaigns “由寻求改善社会的营利性企业实施透明often involving a nonprofit partner or giving mechanism integrated at point-of-sale. Think: donations at the register or a percent of proceeds going to a cause. Usually periodic and transactional.

企业公民身份：Boston College’s Center for Corporate Citizenship定义the practice as “how a company exercises its rights, obligations, privileges and overall responsibility within our local and global environments. Great corporate citizenship goes beyond a focus on addressing surface-level sustainability efforts with today’s leading responsible corporations drawing on the collective impact of a variety of initiatives that address an array of trends and emerging issues.”

企业社会责任（CSR）：金博宝手机版网页金博宝手机版网页constitutes“一种自我调节的商业模式，可以帮助公司对自己，其利益相关者和公众负责。”该术语最初在1980年代在欧洲流行，并于1990年代在美国发展，重点是慈善事业和社区参与。188bet网址怎么打不开但是，企业社会责任金博宝手机版网页不一定包括运营，治理和环境组成部分。当心企业社会责任与更广泛的公司责任金博宝手机版网页或ESG的概念相混淆。

ESG：ESG代表与环境，社会和治理相关的承诺，计划，政策和实践，以衡量企业或公司的可持续性和道德影响。金博宝怎么注册ESG包括一组越来越多的财务和非财务因素被投资者考虑as part of their analysis to identify material risks and growth opportunities within organizations and sectors.

绿色：传达可持续性的印象或环保的印象，以利用这种行动给公司带来的金博宝怎么注册“光环”效应。Investopedianotes that greenwashing is “considered an unsubstantiated claim to deceive consumers into believing a company’s products are environmentally friendly.” Or said another way, disinformation disseminated by an organization to convey an inaccurate, environmentally responsible public image (see recent examples from清白的andKLM). Cousins to greenwashing include “目的洗净” - 付出虚假的承诺，以拥抱社会和/或企业或品牌中的环境。

运动营销：The practice of applying marketing principles to generate, sustain and amplify movements linked to a relevant cultural and/or social issue. Movement marketing aims to tap into shared values, passions and objectives between organizations and society.

Philanthropy：Philanthropy涉及“慈善行为或其他帮助他人或整个社会的好著作”。公司慈善事业通常涉及赠款，财务礼物to nonprofit organizations, and other activities that are largely a one-way (corporation to nonprofit) exchange.

Purpose：组织的aspirational reason for being，超越利润 - 以人类为基础。

名声：公司声誉取决于多种因素。声誉领导者frames it as the overall image of a company, which rests on four pillars: brand, people, purpose and profit.Stakeholders assess reputation从他们的个人经验和信任的第三方来评估公司的表现，其自身的行为方式以及其沟通方式。

共享值：经常在公司与非营利组织之间的互惠互利伙伴关系的背景下使用，共享价值实际上是更广泛的业务方法这涉及“追求财务上的成功，也能带来社会利益”。这不是关于共享价值的产品如何与供应链相互作用。

Social impact:有时与“业务影响”一起使用，该术语social impact指“一个重大的积极变化，解决了紧迫的社会挑战。透明

Stakeholder capitalism:A movement spearheaded by organizations includingJUST Capital, stakeholder capitalism is a system in which corporations are oriented to服务所有利益相关者的利益— including communities, employees, customers, the environment, and others — not just shareholders.

金博宝怎么注册： 这United Nations Brundtland Commission提出了以下对“可持续性”的定义：可持续性是“满足当前的需求，而不损害子孙后代金博宝怎么注册满足自己需求的能力”。该定义具有经验丰富的时间，并被当今的学者，政策领导者和领先的企业使用。

我们错过了任何术语或短语吗？您将在我们的下一版中更新吗？给我一条线@carolcone。