Sometimes, the mirror takes the conversation to another place: how the programs that a company strategically decides to support might have a catalyzing effect on the entire company and its ecosystem. In the world of political marketing, we’ve learned how a few very diverse groups – e.g., women, Latinos, progressives, conservatives – can rally to a cause, despite their differences.
Recent, I looked at how the 2010 elections inspired a number of operatives – on the Left and the Right – to court the big unwieldy Latino metatribe. Similar opportunities exist for large companies with diverse constituents who might come together if only they understood their part in the company’s social agenda. Best Buy’s Twelpforce – a big part of the company’s public brand – comes to mind, and there are perhaps a few others that demonstrate this principle.