By Winfield Salyards, Marketing Coordinator at Heinz Marketing
In August of 2019, the Business Roundtable published an update to the Purpose of the Corporation. This update expressed a fundamental commitment to all stakeholders, including customers, employees, suppliers, communities, and shareholders. This moves away from the long-standing view that the prime directive of a corporation was driving shareholder profits. So, what does this mean for those of us in the B2B world? It is easy to see the implications of this for B2C companies but, B2B can be a little less clear.
When we as businesses organize programs or initiatives as part of and for the communities we work in, we can become better marketers. “How” you say? Well when we give our time and our resources to others, to coworkers, and to those in your community it is an exercise in empathy. When we do volunteer work or mark out time in
