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  • 40% of consumers seek purposeful brands to act in the best interest of society.

  • More than half of millennials would defend a purpose-driven company if people spoke badly of it.

  • Companies with a clearly defined sense of purpose are up to 50% more likely to successfully expand into a new market. source

Strengthening your brand through Corporate Social Responsibility (CSR) is an evolving approach for companies. CSR allows a company to show its stakeholders, employees, and consumers the purpose and impact they wish to create through social and/or environmental issues they believe in. In cases with the greatest effect, the brand will have a direct correlation with the issue they drive to add value in.

It's no longer entirely about the product or only adding monetary value but rather to leverage a cause through cross-collaboration across the organization. "At the end of the day, what it's really about is standing for something and proving it in everything you say and do," said Sarah Chapman, Director of Corporate Responsibility at Deloitte Canada. When brands give back, a holistic approach is required - and it begins with connecting initiatives that align with the business purpose and strategy of the company.

LeBron James' UNINTERRUPTED and Lyft announce partnership called LYFTUP a program to provide access to a free bikeshare program for teenagers in connection with the YMCA. The initiative has clear goals to create grocery store access, job access, and voting access to youth who may not have the opportunity. "Growing up, a bike changed everything for me. To see Lyft and UNINTERRUPTED come together to empower kids and people in communities across the country with access to bikes is so much MORE THAN," LeBron announces through his Instagram channel. This initiative enables youth the opportunity to make a difference within their community.

Outdoor apparel company Patagonia, has built a business strategy around CSR as the company has pledged 1% of sales to the preservation and restoration of the natural environment. Patagonia has also awarded over $89 million in cash and in-kind donations to domestic and international grassroots environmental groups. In 2018, the company experienced corporate tax cuts from 35% to 21% and Patagonia invested the additional $10 million back into grassroots programs fighting climate change.

The PGA TOUR has built a reputation on charitable giving as the organization surpasses $3 billion dollars donated, $204.3 million generated in 2019 alone. Giving back is instilled throughout every aspect of the organization and "is at the heart of everything we do, both as an organization and in our employee culture."


Kia Nurse is in Belgium with the Canada Basketball team while they compete to secure their spot for Tokyo 2020. They will first face the host team on February 6th, following play on the 8th against Sweden, and on the 9th against Japan. Currently, the Canadians hold a 3-0 record during the FIBA Women's Olympic Pre-Qualifying Tournament. The two highest place teams will qualify for the Tokyo 2020 Women's Olympic Basketball Tournament. #WeAreTeamCanada #StandOnGuard

Kevin Barker and Hazel Mae attend the 2020 Jays Winter Fest for the unveiling of the NEW BLUE jerseys.

This past month Harnarayan Singh was featured on the keynote panel with fellow Sportsnet & Hockey Night in Canada broadcasters at the Ivey Sports Leadership Conference at Western University. The panel was led by Dave Simpson to engage in insightful conversation on the current state of hockey and how the game can continue to encourage inclusivity for all.

Athletics Canada, Gymnastics Canada, and Swimming Canada partner with the Canadian Olympic Committee and Canadian Paralympic Committee for the first-ever 2020 Olympic and Paralympics Trials Series presented by Bell. This partnership will act as a catalyst to elevate athlete profiles as they stamp their way to Tokyo 2020. VIP & Championship passes are now on sale for the 2020 Tokyo Olympic and Paralympic Trials. #ACTrials2020

Jeff Marek and co-host Elliotte Friedman sit down on the podcast, 31 Thoughts, with Eddie Olczyk, an analyst for the Chicago Blackhawks where he covers everything from family, sickness, and life in the game. Listen to this week's podcast here.


2019 WNBL Champion, Kia Nurse has made her home away from home in Australia for the past two years when playing for the UC Capitals where she felt a personal connection to the devastation that's occurring in the land down under. To take part in the relief of the horrific bushfires that have been blazing for months and destroying roughly 16 million acres in New South Wales and Victoria. “As a basketball player I was always told to ‘control the controllable’. The aspects of the game and life that I could control is all I ever needed to worry about. Finding a way to support those in need during the darkest of times is controllable. I’m hoping this brings some awareness to the cause in both my home county Canada and where I play most of my basketball career in USA,” said Nurse.

Kia and UC Capital teammate, Kelsey Griffin, donated $5 for every point the UC Capitals secured in 5 games raising funds of $4,220 to support both the firefighters and the victims.

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