Putting purpose back into public relations
Sponsorship of events like the Invictus Games prove that purpose doesn’t have to feel inauthentic, argues Zeno Group’s Margaret Key.
In case you hadn’t heard amongst the baby fever, the main reason the Duke and Duchess of Sussex are in Australia is for the 2018 Invictus Games, which are taking place this week in Sydney. The Invictus Games are a prime example of where companies are reaching beyond ‘a vision’ and reaching into their pockets to make a real difference.
With around 6,000 service personnel leaving the Australian Defence Force and returning to civilian life each year, the physical and mental well-being of veterans and their experience transitioning out of the military is a matter of wider importance for both our society and our economy.
Where old CSR initiatives may have called for some corporate money to be allocated in an exercise of box-ticking, we are now seeing business big and small willing to roll their sleeves up and get to work alongside not-for-profits for a greater good.
