Uprising

Uprising

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Goodson, Scott The McGraw-Hill Companies, Inc., 2012
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IN THIS SUMMARY

In Uprising, Scott Goodson argues that movements have become the preferred method of social engagement and social change, and that businesses must seize the opportunity to use movements “to form a stronger connection to the public.” Today’s movements grow up around a compelling new idea, and they can grow very quickly because of Internet technology and, specifically, social media. Companies that follow the current trend—by engaging with customers or potential customers through the medium of a movement—will find that this strategy eventually pay off in sales, profits, and brand recognition. Moreover, socially engaged businesses will have the opportunity to participate in creative change and help build a fairer and more sustainable world. If businesses get involved with the right kinds of movements, and they do so in good faith, they can “attain a higher sense of purpose.” By associating with worthwhile causes, the world of business will be brought closer to the concerns of everyday people, which, over the long run, can only benefit a company’s bottom line.