Branding through good deeds

Do brands that contribute to society gain more than just profits? Yes, according to research that shows that humanitarian efforts are being applauded the world over. An estimated 60% of adults above 18 feel that they would trust a company more if they know about its work for the environment and the world at large. These findings come from the Lifestyles of Health & Sustainability (LOHAS) Consumer Trends Database conducted by the Natural Marketing Institute in Harleysville, Pa.

In Kenya, Coca-Cola is helping teach children how to test drinking water for contamination. The company also is providing water-purification systems for some of the country's most poverty-stricken areas.

In India, Starbucks is addressing sanitation-related health problems by donating $1 million to WaterAid. With World Water Day looming (March 22), Coca-Cola and Starbucks have taken the opportunity to illustrate the good they are doing for the 1.1 billion people who lack access to clean drinking water.