Social Innovation, Inc.: 5 Strategies for Driving Business Growth through Social Change

Chapter 11. IMPLICATIONS OF THE SOCIAL CAPITAL MARKET

In 2010, Pepsi ended its twenty-three-year streak of advertising during the Super Bowl; instead, Pepsi opted to spend more than $20 million on a year-long, consumer-driven cause-marketing campaign called the "Pepsi Refresh Project." The company said that it hoped to achieve "deeper consumer engagement" with the Refresh project.^[304] Sound familiar? What Pepsi's move suggests is that the social capital market is here to stay, and it's playing an increasingly mainstream role in the economy. We now see manifestations of the social capital market everywhere—on magazine covers and in newspaper headlines, analyst reports, business school classes, political campaigns, and employee surveys.

But as markets ...