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The New York Times on GOOD/Corps

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An article by Andrew Adam Newman on GOOD/Corps.

“Over the last three or four years people have been looking at brands and asking, ‘Is this brand part of the solution or is this brand part of the problem?’ ” said Kirk Souder, executive creative director of Good/Corps. “More brands are coming out wanting to create a new North Star for themselves, and we help them align their business strategy with social impact.”

In an era when consumers actually follow brands in the same manner they follow their friends on Facebook and Twitter, “the values revolution is in many ways being amplified by the digital revolution,” said Sebastian Buck, a co-leader of Good/Corps.

“Customers can advocate both for and against companies, so companies have to be truly authentic,” Mr. Buck said. “All brands are going to have to cross this threshold in terms of redefining themselves in this new culture — and we think we occupy a very novel place in helping brands with this challenge.”

We also just launched our new website: goodcorps.com