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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cZzUZwMGiQvch6Ire9QaOCmPbWVxRbmAwzlUUkmXiMJpZriaWllkpDoAtLqa3WofZbrjpvy9q0B2FdXQZG90wmcqH8iFk\/Xphz+66QYTN25P9zJdcLJIlC1FRCAmoAuQl2IRnO3iK20CZ9Evx6GQ78J1vhARJ5qLl1bD9ojxFJtnQn+hjFR2ZGS61oWVwiT\/o8H2PodQ1+d6lYkaQHjuHIcqfLghGxvSmY7Z7VDGqcBqXgLguVFF1i9zyy8YftDl8Sv9bV9v2OUZYg\/2pt2BBWyySRigdgRLR27E\/YLTTtLFfvDEPxrvpuKfqVDtVXwCGs5DxQevT7HnH3FbIHR4H7hFYBYC1ExxncglLk7jKdD+xJ+kD5xaxiUErOTe0564xyGbKaNQbyzWXm+qD1Dn7gT\/80KZiuLp6LkTIErsz85M7v\/apNGE82PRvgYp\/+2BduTgOgFle61Tu93h+DxvMCuXNAmjuUj4M\/FbvnKUqven79ZjhVwzWzt3LwbBQ8RB8rMzR75VgVQBXUdcwju6TDL38yaTae9JudXsHw2sOiUhBqtY1\/tUVYHXxuCv945nNDV\/rp4ZhDUEMTlo4rxh2H1OE++KlIsul5oaLNMZKhYLdau25coul+jueHMiw18gv4RYBhYq4A7o0yzXudjeda\/K\/WsNharzHCuLGra7i26AjZPioiq1ToTjC41ZaM8BzfdEkE32WMsUeqp6C900J+rlF5mVGPiN7aCKN+y0gA3hytgtUci1OnQELN1CH5oqgtnBjpw+\/m0nX58IwFobE8oFjFiEAUy0zhG0V4MmZsJe4sABbwzac9ndmVRPUIqha690I+dluvbHYqy7P1gi+0U9qxh5w5cl+4b4Ul7LAo0dyNkmG+VfiM7Nn4\/q8vYtG0e\/5muvidUAyADdmcw0QH3IfybxHNMacD0Skym2XoVLLQXkKIH54EEMaEVtduuJHPcgZO5MbuVTUUolNJ9r0W75GSSV8VyMrlRxuEd3yiL5B8Thrd7Qu\/JZ6rnrFhA0hrEFXeBXZLCHXScFLTpvT+WxwF4dBln3KSnZ352HGWDXj8xeqIJkHEr5YiuRNA65ReW\/5MI77q3KixYdRN9HCBs3JwCWqsu3GgMe0OXte\/bA1mtebUcuFyIMZogMsk3V5fUoXCGNBe+FsXEOe5E9FM19p\/RTvB6dq4F3FHCp1drhZFPFSv2jwG\/\/RFxLONpoWmtNYVJCmlO9bjMbtesUBWpqureaE7MW+HdqEjegr52llKL9PLgBgizJLlZ+cb31sgWfKNn6EYLinPaO\/5nFHFRcwC6U8YAG8dYv3\/68fHbW0oKXKrQy63MegW+r6uaZuYQmYRAFwMWLWp4TPhunRPvQFi2WWlgCG+e0aEDEkhiXMXeThBbRGkQvZEx6\/jMDR2xkfxK6JnBEKIuKhBiRMjsMwBBpSykCFITp3gz\/jEyzeTcVsUNKlVvFGXEbOI7sJdbRZiI6Zu5aiI4gs7pvSf4M9f+x1\/hgHsopIn28ZkdgrCH4ccdlWruUBSXuiZmIsQNJYbaI3oDtYprZy47xMK7KKf\/EzW2K5kK7A51ML4rx0hhQ6MXn98ojDvpul4QtBR1jX8bTeitrjfrA+T2vzKPY963Y2ApgrMEsMysPidlyH9GTIbgUdKDFw3tGPH9WQHoMbolS5JSQJ3yX+GJNHD7l170ctorRYdppr96SIEac8RIVHV+xsv0SashY2t7s3uLtgVIX7F5IAKywTLLzCqi8Azxgyyblzfx7m0aY7Jj03mPgHtGt\/erbcycrO2HkwhrxN5q\/AO65+vN226UIApRFfMku\/rGm6fUYst3MeLOkOsN9c0tcuHCyPgbmWdzbt6elzK\/eDfpIN5mSQxlBfm3WpX2kLOimOXb+U43vBamSxmKSmaecQGSxZcwyREXA\/5GcIV8L+A9ubPdj02VBLoMURF7FuA3FNN6pTNn+GX\/J6rLaXnUfvg656NUxM4D+ZBkJBK6IN548G8aWHd0vxdPCJsVRn1ioX9jZBfi9bPlFKD26V+Me+oGTIfk1kXE2D2gR+NYjygpDg6d7IkpytVyZG7dEKcwp1innCw8HrNg\/Zahx52+rOyVfy5v552nvMEQVNQpSZ49jZq4cPPswap2Urw1hPTuXj5+b2t61a3P6rkOLvo\/uSF+uw9LI0Pozq6VbdE5mHttZtnHBYOiXVP0gBg\/G3wEjhP5pfJP6wcwXf5plRngwL+OqFl0+\/wOCSi\/Q2ehWJnwdthmkvfYx1AuiA0\/kPh4I\/cCQhD7wvGZO4CT1WGTOw\/\/26jRXKuds0SpLd2oA9mwpXS0WEtXu1y28zcUJoVIsgtMpycdciH3qfNUmHMItLouiJJjtEgv226UjpvRMJ3D1UrgqtccVK49KV0N2ic3HwMAVLaudbz2pzczRoTlD\/Ig8hiRz1lOu8HgpJJmY0cqgR2ZzMtzE2JetMDwdVm5eCzYdQo3kq+ev+GeNZeG2PxnugYpACYPxycaeodNB7ifFt\/aRvZbTf+L5FhyUuXLdJpaEEzCH1t1z2ue\/Tzp19D0G9uf44DdyUbEdRIRQ8FEnHIUfEbYEIR3XWeTlKoBTTa12Qto9I0J3uEOen0bhBWd6rAmbVKyy7ZQ7xTRxchhQac\/3t6QzFyf96Q\/JA9OljbDp38P8pEvLb3D7zVctTeGI6LHzn8DAwCGvXE1GtyJyqjUwwcqdFvzC2wbgkQDvF3yTlzBViFo4uQH\/PrNcvB6WlAFQun7hT+DaJ2NwWg35BwZPDnCP5K3tqCaNSmjiRSPqwjyRsX4eJQ\/SFACBQqhpFHW+Al1dLJ0jLnMESxcOPGgUKku4nxMU55SQK64x5wOzlBzeZmlE9tUPBfJ06jg14zYHUIhpdRvuphBPFSIAjbrDCfhOEAC5PraRYISyC5QVOJtYHtlH8IGhM3CbY8VwBT1v57Sz5Yl7IEjj2f6YR1uGvncVaa2t5it\/0ye1RSq+SxQZDBN4fOsIA4ivueoSEXQmaU98wszdVPUl184iUS2lb4jLawTu1Uswzk6jin4zKvM2RPjBQdZR5M5FrVL0mjaeMRgM805eL5erJvnC48jqyvcNI7BH7qsPOp3W11p1qVdkYYyoSzmbsqjmDH3qPYAZ2cxzYPEZHIyNnMctybAWa3sPjQ6L9wHoqFi0UUDOTK\/pOlvFsmd5KYm\/e+jPFHdtOLnrZ2\/sF1tByRx25NuppDtGCK1lLKAlaAv0r1x4k5z81TRMhpG3i6E2UPwGypC\/xLWt7B9CJritt\/12X2IblWqs5gpDlNyzrVXL02BbN5ZTNzUKVy399lWp1zPEOhb2x7yXsVPMg3NKob5bMff4LhBKgkYZCbl+H87B106lUS9ALou3I+15XaAmLh6tagG9xqIlIPUouwTYAljsz+PPvmFLlg4j05ZG\/1FaeoiOvVOHVDYzEtKKREkTegl0giy86SyAPqUX7EhcfMtgF43Qo5uCec2NIsz2Z9mWPz3sDhEPfQRtnJFrr48QSM70YuHWpuSSWPdYNA+ROaNP+CVm5mX1bpoG3xd1PDI7DW8QeI0Uv2YNvu8KDjeQZ4DLEgiQBbH1u96h9RKWxCgKuFl9H\/oIi7UVg7HB+lVqn0XyIv2aUtI7J3P+sxb2LdFcdsyUea8bU0MkSMyzd6RbPaoL5wy9\/2kSRhUapd5eCwEvhTXrST5pEJlFB8VmDehd+0exB7W0aWT6OqKs6\/K8mC08w5CwtVOn7vkI9OlEZnG3qr\/rsXwHZqX5HiijM\/WjOmcC9YXoRkP\/zGb+loxapPyz6k9heTXKxIuBPtX1XKlbQy3M9OXe3SMjk4tv0fkIiUEJCGddMTspZn\/vtScyiP90YLoBiYN8eq8JRs25XYHOmR3UGEuaSZxHKK\/6Fo\/X9oLGGn3Xnh9P\/nuNN0hRbnZbu1xVsqGUNsNeQqT39\/U7n27L2royWhQfxN8w3XtckJRnYnjCAUBoxSoWFRYN3gzy60T9wUVt0qPPo8x66Vf9mbxdRZZpVysT34xlqko5iA77OvmLXyvmppF\/DAC3MKp\/++lRIuo7O6KhlOIFdNZbHxKZ+MQCwAliGbKRs32KfX\/qzdGN2qU0H+p3ZdopCaDCit7oFMbozA3TK13C4O\/IcEyDTRfQ4tQo9J0euvdqZxp4MkZHuFUOIDWceqlzNnb4ZZcvLWjheOwtBA0Er4zk0ru2uwK0Bgli9KUKX2D3pE7Q\/49XNFATDqfy2x+AraeTGdhHGw7ENNNGZYO65X0Z82ReuoXJ8WrfDaTBzCIJ9RJielJmU7kRXHrljDTgyXIgns83ixxkRBbtMqM7LxuAcjqjm6W6XkOVmC+gQoh4WtkRNNdmCsv1Zp\/Rnt8+rIoHt6s3uqpC2HR0QjPcFj73ubYyDsr4LDOXlLZo5RvWwtfAPheV5k0I4k8zPtI5LfKIxKFF3jS4yahhx58CBonbGU11yuOXS\/xi9+cwhYZN4zBuKKkGiE\/dYYrcJoTM5o+VmiwgOaII6POeeF3q9A+RRsNa5LghhRWGJl3Wa8whybH8L\/Qmov6R9ghDUE67b3VE3qBMAb3eYQYZ5kn5neCG1bENAU2F34Z5ySg0zmbdNRiEepB1PV0rK1Cjm\/kzj0Wzy8GWeOkIYN5xLIZ6mClY3FjBxI76i50LcidPzrCl5AKMsHCBmcZWhsRnZhjU6OALXsuuyi64YYGRoXPWTFsCNBgLBADE8gbWr+rsfBVvgCrTq5xTrKKaQqfdGALqOIqcco91vGgRrNb8j3a6eKoGwMMVsb3n44eoFJVjPMmVkxWR2Bwci1KDkkTw9Tqc9A3WTuyQURq4xxBLNb176nCv0+KxOp9Ra3exqw29NYgC1n1r4yNyaIGwUzb8bRCX65YBuIunITzsqqB3zerpNBV5ZrTfMxZcuW+7qmRnrW6rk8O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