American Express's Small Business Saturday notably boosted local shopping, with U.S. consumers spending approximately $22 billion this year, a significant rise from last year's $17 billion.
According to Alison DaSilva from Zeno Group, successful corporate responsibility campaigns are driven by authenticity, alignment with business values, and the ability to create meaningful impact.
American Express is not alone in corporate-led initiatives, as seen in REI's #OptOutside campaign and Estee Lauder's breast cancer awareness efforts, showing a trend towards purpose-driven marketing.
These corporate campaigns not only support specific movements but also help companies engage in environmental, social, and governance (ESG) initiatives that align with stakeholder expectations.
#small-business-saturday #american-express #corporate-social-responsibility #marketing-campaigns #consumer-spending-trends
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