There is a video here on tust with NGOs (non govt. organisations) - that also contribute to making social impact. THis would link nicely to "The trust Economy"
This article looks beyond your usual cookie cutter demographics, because we don't all behave in the cookie-cutter style we are expected to behave like. This is where "psychographics comes in" - but not covered, although hinted at between the lines.
appealing to values has a direct connection to the emotive part of the brain - hence where neuro-economics and behavioural economics comes in ;-)
Consumers
wants more. They desire a cause behind a brand, reason why beyond product attributes. They look for
products that exercise responsibility within society.