There is a global trend towards being more socially conscious; active consumers define themselves in part through brands, and yet believe they have a responsibility to purchase products that are good for the environment and society.* Purpose-driven marketing is, therefore, as important for agencies and marketers as it is for consumers. Michael Baretta, founder and Managing Director (MD) of [dot]GOOD, shares five essential tips on how to maximise your marketing spend, while at the same time making a positive impact for people and the planet. When planning your marketing initiatives for 2016, why not consider these five guidelines and bridge the gap between the greater good and the bottom line?


Creativity in marketing drives brand growth – companies these days need to be more innovative and engaging in order to stand out and be noticed in our constantly connected and over stimulated world. Corporate Social Investment (CSI) is no longer simply about putting aside a portion of your annual budget and then giving the money to a charity or cause close to your heart. These days, there are highly innovative ways to marry marketing and CSI in such a way that you are not only creating sustainable change in the community you wish to support, but also creating real value for your company, in terms of earning B-BBEE points, driving sales, building your brand and marketing your service or product – to name just a few.


At the forefront of innovative marketing and CSI strategies, is [dot]GOOD. This leading for-good marketing company is built on a philosophy of socially-conscious marketing that leads to better communication, better relationships, better business, and ultimately, a better world.


Founder and MD, Michael Baretta, shares five tips on how to select smart marketing projects that bridge the gaps between ‘doing well’ and ‘doing good’.


  1. Impact Matters: There is a global trend towards sustainability. Giving back is not simply about giving, but rather about creating sustainable change; making a tangible impact on the community. Combining your marketing and CSI efforts pools resources and creates a sustainable change in the community you wish to support while creating real value for your company.
  2. Family Matters:  When considering a marketing and CSI campaign, think further than the immediate beneficiary – ask how the initiative can extend to their family.
  3. Community Matters: Always look for strategies and activities that will have a positive sustainable impact on the broader community.
  4. Connectivity Matters:  Companies need to embrace marketing strategies that are focused on two-way communication. It is vital to connect with your customers and beneficiaries on a human level – today’s beneficiaries could be tomorrow’s consumers. Also important is that you involve and inform your stakeholders of what you are doing in the community – this includes staff, consumers, clients and the media.
  5. Context Matters:  In a world where consumers are bombarded with hundreds – if not thousands – of messages every day, it’s important to consider when, where and how your message is being delivered. How can you deliver your message in such a way that it stands out, encourages personal interaction and aligns to your brand’s voice?

A recent example of socially-conscious, smart marketing is a project undertaken by [dot]GOOD in partnership with the Imvula Education Empowerment Fund, a 100% black-owned broad-based trust that facilitates the education of promising underprivileged youth at the fund’s Maharishi Institute.


[dot]GOOD selected and trained a group of students to participate in a long-term, volume driving campaign to promote the full range of Tastic products and build long-term relationships with its consumers.

“The collaboration between [dot]GOOD and the Imvula Education Empowerment Fund constitutes a virtuous circle,” says Baretta. “Practical training was provided to the students in a real-world situation, while at the same time, giving Tastic products a sustainable and financially advantageous brand-building solution – a great example of a true win-win situation.”


The umbrella campaign gave the Tastic brand an opportunity to comply to B-BBEE requirements and reach sales objectives, while at the same time contributing to the learning and skills of the participating Maharishi students.


“This partnership demonstrated how B-BBEE can be used to achieve business objectives, while also creating positive change within the community,” said Maharishi Institute founder, Taddy Blecher.


For more information about [dot]GOOD contact 011 447 0427 / or visit Join [dot]GOOD’s Facebook page at

*From Obligation to Desire: More than 2 Billion Aspirational Consumers Mark Shift in Sustainable Consumption,” BBMG,