Marketing
January 10, 2018
Still from "Writing with Fire," a film supported by Gucci's TriBeCa Documentary Fund. Image courtesy of Black Ticket Films
By Brielle Jaekel
New research shows that consumers are more likely to be loyal to brands who share their core values on social issues, making luxury marketers' reliance on a philanthropic image highly important.
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8jUcfrQyRB39kkD5f2F+qdKYn3ZP6txBb07oNurLkB6hI010wi3wT00uc4HVehLReRo5etRKOG+GuLbdydodbmS3r0tw2nWXXF9\/lO1\/LsK4BNjyFTBS0PUcmmbPBhGpYXNvCMOUUDzEtKxJePxRPohO9+yvofS2D7qh6C2vSluT5qnU4TauLsQo+Xg5JCGhoFUQMzDVDYkVLYl94qjHsKNd05XDKVy\/UEe5C3qWtttSlwtI6bBEHATyyN5wufuFYqLh2LSxe5RhEqc7lspj3hjY6Yf4avN5GprIU9ho+q5cKRYssDHd3neMix9JTPxXJrdvV03byTqsJiw\/5mshZsaoQCV7UsMEsUKSm5QDUNLeEjfBTJg9EKIzX3qqfqYocDewJGmNkG6JK5bQ8nOdIFicYuQLkzk5jUhKZMxPzsWxe8nISmK3zI5PqPU2RkxKxUGUH3ZjLNzqOI7L9DxlE9M5IvXb+GadYu5fVDuazir1+l\/VoME422kkM0J+19VkDWhnY28MN\/O1ItCjv6sx40bB8oBpKAChijck97CGjDqDH6bIHtRpQahsYWiuozLa7\/FX4SYwilu3ccJ0paN0FqmbavwyknXIGz05ShyimmCVZ8NrJcjF+EaQdhyLW7R+sNo2Dta7Hz6LqIXgzhWKl9mUPDTeKod9DRpGFGB9DhXTGidtA5caKqHJdeKJEFYLqzHuVIG1jIIc5hdobXIkFSCn+ClMnofj7Q\/X0p2nOD\/SK8gzZgP0ci4z\/ZmPhZedxIS5A6R\/mkpLYYWuyWGDK7qgE5E7MpqVxN3PwLJK4w3PBHfGDt2WrtfYzMS517TPWKQfQxOFoEhY88nROTc9UGy7Hnz6\/B5x\/egIXzW\/xyY+fjqIn2ZZYZ0gupG9y+luitY6BLVpvzop+xjG0EnRII4AVf+3\/vDisVKo9BzmejGxdIsczdvMn2EVpni1Pm+LmIH3kMNVzQAj8EtU8CHtBxJ5wOngqkM1YtRgkUsOaheE3sqle9bDRWMGUtuaZSMpdEmV86mP0yooA74wRovihsYR\/E8EKbvc+2OqxDECAQrkMluzwM0vnMD6Yp4tCdB1Q2kcQmAlYqxewJMpHHk0uZCxbgFPNa8mvBCeSaK0mdoC\/IV27mVa+1gJzXQD\/jUr1r4E6PTVo3TdTsQhgWeRdmu9yuTKoOOOVtnADwSD8mMXcvRqOim38MXalM88krBZ9VHrDMON8tPIeIiPxYBMComZnycxks4OhBD7RBW3KUiio6AAAE6KMeXdfdhS0TvZ+ls4NUYpgYBIas8x5XHbz2qFLPHaSGwG6meTJVVYSshm0vVos\/kc3KnI1G0HuDQQisu+MfSw4HN\/p5KaWhnZdf8dkO91CBwfR\/aJrEno7l04\/cCos2FbSAP1szqEyem9rEeGL8SKAydrI18JFVC\/TH7bezP3hFV0ktZMgcYurvgwQRTFIaw2I\/d1W65S9qfcTENTU5hv4U0TliiRwyxU+1ByybvYD6loADeqdiLoOulDDqcod+2WvHwfC0fBA4lC09JuxGtJNcaBvEA0fnMsb2F4O6MrQ8HbpG20fOD8LucE0nC2BGZ\/pG6s8o6ggZQQizX2scg2c1vDVSomkzCufv7KYyxKO+xuE7hOdJMhdd8w3BH97Hid+AkhM3F+xOOhhJ2gtMg+S\/p2dHSxp0mIbZV2dzR2v6s+VTpvJVOvxEdxKNKsYungwPlDb1RUGIxqmnZiAzKfgeVPe5amJjkSJQ\/lX8cAII\/5V9f7aBBa\/ysVMwCAbCBVVRk5KwYx4mRX0bZ1TiMi98aepsGFSe6NRLCX3VUa4Ks3lXd6aIQ4Mk609O5+LoXknUCx5\/ws3xhev6E0eBdV78sEHbaZEjPWBnnGUrHWOB1vS4brbUhYemxpeAc0FG8NmyDaZdUoLd0dIlqSJ2ERpdqio8j+zxNHGS0auI0TiIYdQlv2WviCDR4glPRaGAqglmgH+JoYvH474eFjQg3s38MrVjtYN+CKhPvQMCYwRsB5j7q8U6NY0r9+s1dGuYYNHhRhozYVqAoPp\/9T4Cp\/A8r1CIbYHLz8\/fm0DSj+pRPrp02BnuRPk6mAEXy0Ld\/oqk0CO\/mkDAJsNFzoi6rT7SOL84YPBQehdHpInSSEmhUHyFzJtwgNX6V1OoVchf7FP\/emu8GaTS1lv3GmN7ZazNPieh9EV23LfATm5zJNBvRsCpmUkKYUd03rjAa3UlxD6mguXjbTKYXpVnPkGYPU7kUvMnOPWvYHlbJdYCetRnhpXe\/sO5VvF5JWvqywsE4lPPKa+S49KXXyACYpMHfDG2LQ76wCZ4+nQ\/juGSOHOoZEfTED+KE\/U0aedtM1FytYlXPqIljiEg55acfE4Hx2+0B14I+XbG\/+CEQgxH3GmT9XxEbn89ti8XS67bZpbtG3XiVAY4jhcjn12h+pNATVQ1TaEiVk\/3IDjr+YyD77YIckrSgcsPwZiMNmxae6NVus4ggG2PfdtCbmVEL5Csd0TpzQ0eJX+EneWCgubof59s4ztYR50esU6\/Kd4U5xXmhOsyrSb5l+MoEOulUqK2tQcRvLc9Gg7Png4t0wbKMpOmbBR+eTa80bXAQ9GShRIzNADt9xDuKtOdda28Wu6qPL5aW8aO7SSZeg8Q58nRaD\/Ql50lQIa1+UEZdC8BcApuzRzlRYtQG0rGyAwt7GDOS5hXc6u38mCHn0+72qr6e9aES7ehWSzsuycW2MPFiBVjjIhHiraWPUoJGtEANXkl\/n9YfWkGse3kv\/gquIhD1uCGw3vsrm6wQtvxL4+Sb85y0rIzHGmnadSLCt1Mn3nn9+qejg43L7ez4vT6EbzL5AY6q3wIlyeeeqXGsQ+o0RExXLul8U\/n+QPBGTF3doh99XEazDV6QBVXPznMtpTit3ZGjR+YOYTOOiRQslTOp3E+snO2rU\/YLBYK394JrNeVPLf61e6eTZ2MTkVDkeFG3k6yVqohtfCtgiRE2ZbnGmKd0oHtd5BbUQqY1gGWG4T9o\/zeieNj6kc5Qofohh1WGe9GywVcVTViyZlfW8m6zGld2KhXJ6Pdh\/TLxIdTqdut2EzQwqO7aBc26LCut7q1k290+LbQLCGhAD0C8adyz\/MqAQAdiAgz4xNQ\/B8e\/f8iB97wpJKykN8FwvZ0u\/YkBHbJB7l6ZsY2i6+fb2\/W+Z4nzTaH2I7G480ZN+uVABipowdVssvMuICaXiVKHF6p6PvN4Q+8VSTb7eBBtAAuB5Ebf3NBrVupJ+au4qV543J8T0pFCDstho\/w2YnXAeM\/r6zbnDIRRGSCkqUUPpmPd5Cx52wvQiUgukV2XvCQiz191hShzUgX9TvTAHAXFy6993DkGpAGf\/hjQAWlBNzIVyAxzogmXF4w6mXTdykWEIrcAi3\/D2aw1br\/ov8z2KETCm+ZoDTASVT63Tp2INTD+A4r4oXpuDtTYaAVxTJxSHXl9zYT8RlH5wD5Hx4FtlVr75XscMVvVjtypT7gQOOD7k61aVpjr\/iCJ3AXDrYx7mZckbiOIXa9MtV\/bqma9UehNsM8toJjEYJxLIfD+WyFwqVJj5clrrPZn9gjJUaihJUDUwcSVc6DDZhwDZ+TDZ1b9cvOwpmtFjRX5qHfYguoVym58UsaAfwKRkt\/Z8oZnmEHjto6JkM+nPvDBbZ2FtxIhzkzOw745d0HsrZuM\/kyxaswqczhO4OWgGjd\/T3zvOjHnoKwOdxicTdqojFlZsZ1kIr99mga83519dKlKXKx9rEFI9RJP23R7aUY0aSL+k6sL8aPFS6lt13hqYXxO5aTjpnQDhI5SiUGdXaIkgrKgaKSoDnkVHhMNSwYWDmhgJzzD1j9aEs1XrgvQN0MNiQdSuc3opcrVYVZI+NJaIZ7sjR4wzkLhBIN41rGmRIvVKA9E3Mo5hdfBY7ocMWPkgmLyIN5AviSR6fjQ6qAzZ3bX0XAnYAppZYOdKUl5DqIK9s5Aw3XaLGLAs0RGbGqlDHtwO6uPWPcq8T3rVqVZiu5b\/p6AzSl1GvxIk1gqoyNR8FeKTII8++3xXHI9I\/N3bdon6dsuNw8jhVt4ELMtAZH6bmR81rOrydjWAwY31tBr+QPkEu3sp6+Br49+2zT5HNrJ4l7W4rCs\/1x6c\/0qFvYSZxy3J6GISBmU\/i+bVxO7QMBSiiNMwo73pRY7WRtUZExeE+BSv4Fym2V9Jkce0+JRmCcTsjvTGDZkUB+1bSZoug4DxI0\/R7G1IVQBWaOkrsTw8JcQvmv\/IW5pZH293K+eApVIHsNld5bkhmbL9Dp9w0Tnh4RpPpHHxU\/MXi0xdYCYwz8jg2zKenVUHDTewb9eQA92OTBZ9lu+OZhguy9rYn8FfiOQWXIxyqr9PXpqpEAVwfbnqMd\/WJpI8r3H1wuBP0+aSeYASJaHW\/HZAKZEYOMJQ2iQb3jGOM\/W6t2UNzAwL0W3kf1FWl2ur158XuTjJoKaykBOfu\/XmS\/rr4cACqDcC9rqXLoTz\/Kb\/ZoxrFT2yxGq58J9WLhWAc6NWzwJOMKLk\/hwAbxblV2HsiFGmM79NfiVr1ynvZWjrwZk29LqthMd8bWnFukyU640tYAW54R8Oz1I+WfumlblQDJoKSwTHA1SS61gRb80suWswYi0b2MxFhe6epQ6s1jXakZc1GN1\/Q81Xm+oh62RVt4jhhzGdxOec4Cca9Ay48gXXiPWTxbEH7PQlAycdzVKEhDHcqnbxO+vX4PAeU2784hxz+T95LzytkvCZFXMK3lmzKfrerK8kCKLgoVDbC+rzKRmtwLPlGyR+cPgGmuLiH4pdqiUcj7ymfWM7FxtK5VHh+3XWiCWsEnr9z2dksnIeBY2R7tgfTBWiUBes7uuCACTLRgkaLIqmTSZo5IjesUXUixNQmhmzcw1KQ0jprky\/vsirdPI6xa2dqSSbofMjFAbHbC4Bfm7VEuuHTB1ugJWjCCEnr1bjSxb\/ywLt8XKvj4ev8xS8ISaiV\/13Whj1\/soOUIzK+lu0ml+1zrzuVpM5RWPHN0NjUD4ZpfKLYCXgCUdH1DJrOSSwe5MNN3QfVvO\/UYRYim\/dc3t0zmQ93fZmoUUt4ssDW4SR6GkT1HUCAmqFwfML0j6vVX6A+jI2HFfgFp9PCRBgxmbIeOxF1pxq2veLd9TH7qeDploAVQ=","iv":"16258249c867a3a77869a7a2fc95c699","s":"c6dc1f7f3230515c"}
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