Three quarters of UK businesses say they are now engaged in deeper problem-solving partnerships with non-profits.
“The importance of strategic collaborations between brands and non-profit organizations has been steadily rising over the past couple of years, but the shift is even more pronounced this year – it marks the first time the majority of brands view tie-ups of this nature on a deeper level."
"The partnership between GlaxoSmithKline (GSK) and Save the Children is one example of how the two organizations pool their capabilities in R&D, supply chain, procurement and vaccines. The partnership focuses on improving access to basic healthcare, training and equipping health workers in the poorest communities, developing child-friendly medicines and calling for societal change.”
“This is partly thanks to the rising importance of purpose to businesses, but also given consumers are becoming more skeptical of brands attempts to ‘do good’.”
Article: Innovation Becomes Key Driver of Corporate-NGO Partnerships