It's great to see more companies thinking innovatively about what responsibility means. For businesses, responsibility is all about recognising the opportunity in business assets - to be a powerful tool to better the world and spread positive messages.This week we see Coca-Cola showing it understands what this means, as it has replaced its corporate website with a dynamic digital magazine that showcases universally important topics, social causes and company news.
After realising that its corporate website was its most trafficked property, Coca-Cola chose to think differently about what it did with it. It recognised the responsibility associated with being a media owner, and saw an opportunity to leverage the website to engage and educate its visitors.
Coca-Cola's approach is something other businesses can really learn from. With some creative insight and thought, there are ways in which even the most unlikely of assets can be turned into a tool to drive social and commercial value.
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