Word: neilsen
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Doing the right thing doesn't only help protect the brand. It also can help secure future resources and markets. Consider the corporate response to the HIV pandemic. "AIDS is like a laser-guided missile targeting the most productive segments of economies and societies," says Trevor Neilsen, executive director of the Global Business Coalition Against HIV/ AIDS (gbc). The epidemic in emerging economies such as India and China, he notes, threatens the future health of global commerce. As many as 30% of the employees at certain mines in Africa are infected. The severity of the crisis has prompted mining giants...
Surveys conducted by Neilsen's organization have found that nearly half of consumers earning more than $50,000 a year would pay 10% more for products to help fund corporate anti-AIDS initiatives. Estée Lauder subsidiary Aveda found its customers responsive to its experiments in the use of recycled materials in bottles and other containers. Although the measures upped packaging costs 56% from 2000 to 2004, Aveda's operating profits grew 26%. "Instead of treating social responsibility as a constraint," Aveda president Dominique Conseil says, "make it work for you as a stimulus. The bottom line responds nicely...
...sincere. But who cares? It is, after all, business's job to do business. At the same time, in a globalized economy, the problems faced by societies and corporations are undeniably converging. Investing in the former is often equivalent to securing the future of the latter. As GBC's Neilsen puts it, "Global issues have become the business of business." The question for companies and activists alike is how best to mine the opportunity...
...show was instant hit when it premiered last fall. It is credited with rejuvenating the profit margins of the entire network, and undoubtedly helped its primetime line-up snag a Neilsen victory for the television season...
...They have one of the toughest places to play to play in," Neilsen said. "We want to try to neutralize the crowd right away with a couple of quick goals...