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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xFPwqNdAs1vuaK7rZ8wqcuViGwqdzyWm2cxeILs1h0IklLa47+obdc\/US9Gs6GR0C+CKgXFHvV4QfF2\/FhyGMwnzAx2tv6HqeFJ2J2x\/Du9GxY4amZzzQw6471yqYnQqRZnKCRqjKOTWtvtIWY5XfIxTr2MbBV7gSFOEnqZr2UZ8NBgqmuwtk3ZpU94VHNJnDl+d+fe1CGlBwlz4vIif8p29R8HCZk9Ng7qisFMfhz6Aer17w9a1uEkp5G3RrC7pgcVapAgk3xif\/MKVRQIZx54gDpjQo6aCxuVISk82qpXxsMQlalRhXjEB\/qUvPwqGPv1\/6mYgvasvueyZBfdvD2dIndtBs1K53H9nO6wG8+BBTSxAT1x021RsJeSK\/HZbacea0StpOKhenoE1llvqNlIosJLl4518cDIo2xRjVeCyZrdDnMXWgMSMlEoTWDA\/qaEG+Z0qq46VK1ohAgQaEVn1gCs7dAZb3fHbdWZxfYTmaoUfBpPYRyfa8NYUb4X0DQ9Mvi0Kjz4kuYZxDEJnmK6oKM4YCKqqIOCmY85SKvb1prtpx7vBwyTd8D4o2ptI+guRTJW9jNTi2Ax2AxVXONb1xEkbyQhGLpt2rZD2segd2tcY6KbQFtWH7TtEkVnE1wih4mLRIvxRWzS3beN72zWuMVRETcqagbssOq118mRkHx6z\/53d6f6SeWDDNfY5H\/HSyNW57unzvW+FJ+qZg9n3PWk\/W4geA0T9sfP7cOTz1tlPcKQDsIbz37Qr3e51kTI0+9EL1xJlcltNwekNjarCvS9k6qnU54dMMIySRuxNHT2KKxamKemZK+bLrLc39GA1j5TAyx+8lSokvh3sOabCmAYZKv9rgFN\/yi0LWDZ5CE2ZwvFD9Q2Zn1h5a3zLGd\/yOf5h0Nebp1f+gT5DUh0H9gqxmWgUFS\/rTB4VRdqr+\/zPV6XGVLz97uoMSXuIrWJhUL7hB0Wp+6CMOMpw2FdBqzj2QQpEN4v5EwezAGC2BeldpFyCHzRxVy1jf56+r++KXL+XFgQ7k9EO5MQeCfGBy3ePCfNNihr\/dqGAYlsFawzYqFkYZ5DL\/mAc8PcYJUdbQaCHpgX36fQCTRjoM648aMUpRL57WqnbLr6dB\/S5jLmcoRhfGtFPdUUTH4cDXgzlxObgrB+ptoNTfXJtS\/mhXgZYJ7Ycp7UIa4cyKuufNy+iXSzNZNW1B0tIQ5ZF84pWI+oIST0rrZ1uHN44zTGsOES0o3inMN19l5hN8vmRJZRp3kHWZL+7e3grcSszgB+ROca7QnrTAk\/YLqfmuXcUz4rEFXsiZoU9TS9bgC8l7jj9M4CI0HMnVColbaq7o8djOjL7e3z9Hz55ssTpp+6egcDsg3FucxBhZouJzuLcKhKrjLmWCoGzLjP19LgkJkdjkV9QuGLO+afMrRyBFohalcVDQeCyGUY56DFKUnDlsS9B\/BvKkHVbMkdj6BHpIWEnUuMJK+lKxj1GWZeuPdduiur5rQqMuVHna0TsrQ3vNTgEqOKK2NXagW4XWWfE\/fTFk29bq1rAS\/xr7jyFecJE\/i4HzDEGhZea\/w7nj1t2wlEZ9iMvngrUD0c3S7cj1fOw7MQXf3p5vajyUt3842RlQEgIjBTnjVYplyGh3daNiIWqFcVk+HL8a9xDdOYgTjbuB6L2GmmNNAuesyEFZacITW1r6PszGHzqNT+3HH4m+3gpVRllGzSsb0jfyYMFCgtsxPtwp17LRS+qdRg08eN4qh0pYKKNkJtDQwIOM6YRifoBpMx22h6QyAVKX92lHTS2ODq2HjDdVVfFgsBGVWrN7ElCY+fj\/0ZGT0DqcaRaivChvKHPhq91nCbgKnYlS4BiM7WLRU8SmIjjpMRTMTb3RKz+sR7hXvglvOclLddD9oS\/KytVC1XYzMV89U5gC+vmwUdEEoT5Cc+3pkatUFsUHZQ0eR2UPqLviB8zzFEJ4ScL0FrbrUQ9r\/FICCa19VXFiH2JDS2\/GAII17893pM\/moa4BCI0PhzCe4YMMUTlU2DLi\/CWx1YWb3Geu1F+mAwFzVyVE2lkMlOtLdXOCsL300K7trTjwNGELXxzGC5+zHgMnu37vMFeltRgIlb46doT4On226SEpI10tW421XofqdNRvLjCwQS+azPQ4wrAU9XEc\/enkWJqkWPOw6R+9dUkUU\/SgI7JFliBpP0VMEZ\/p55pSSxhxpPDup19JqkcF3BRP9GcG9ZOwez0vBvvDVzKMSnm7MjvfssjBuq6L04PLO6QyybOBDGyYZfl0w1euD1YATMp+8gpQUNdMsMghp6YiXjNfoEW8hTnH\/VzbwNEVGK+VQbz+t1HlDXrpaFke76J0gKEOJsQsafvGjezdQQnt9ZHBBcTXejBMWDS9e50jGxOT1tGGvI7NmhaPMpOtOldHmC9lV9L9O\/mcyELgqwwDQLMnlWB4cPoLqiPFoOxuIGs+DI7YNdH4TySU82pjnyTnPYcN99m8Elh0t\/z+4H8\/iJNRqMplMyMB4unZz21veVozS0TBj1ELTzFKJYBF7m1ejX15O+VTayQLT7aCibhaq6wMZGEeNreYgmPPeDzOicqwB78y9PoKMc2Qb6awJqtGQCQwMtSQIdcsX0oKkdHZWerwecWxbem7ztao8Zj3ogZoEaXVAdL98b1bEUH2QWnCZkjxkEKAm+meMfyItCj7Ik6t7nviNiK\/Q+Jy9l\/p\/dwMUoOG4LH79hm7\/iJq+1Nt4Wk7Dlg0ToOBo3b+Wau1rSRwWn1iap8dqU9bmD7uJJBjvDdIl5Z6Uq418jlGN2p4bPgqMsHlLZ6lz+sCDBowe66kz1Mryfrt627h0Y6FMP31CRxhndquGJDpfVq0fwseylHg9gnEqRz8E774GHjFa8qXh6Z48rd5weR7hBWBnmuC3nm8UJTSZ3XAVDP7T0oymSHFC1sB\/CWYE1Ij7AS7b5vdGSfwsqWrZ3sBex9kHZ7rYlq9zzhsd3EQuitAsycob5bkdj9bs14kVCMecPFJ9lBxg+7r+xZ0FIc+OMh\/dXzgmqwSBU9UBqSvNUg4yR8+IHAEV6Z+PLFkKQ8ILsR7aLLxoDxkY9BKoF4iqZ1VuhFj+f\/lL8zqe1yqB6nXMzKpfLhaokmUCez1qx87YO9VHSbX3ZPiWp\/sHCCV9ctaiS0mdT6SMrv8leNi3u0CirNstnh5IpBqyLfc3ZXDHUuxlJ9txIEAFMit\/dO\/Ec6fUxBdNEAPVS3L6YCW1YLADphR+lsTFcniKR\/5LYANGLScH\/FeRgqKuFz\/iapdHl1vm4bZ07255+nib6tlZHYzwYVgz24nKnkNrTpe13NoPcJs6QhWe0Ear1zRLA9PXfZ3HwYcY5g2PhKHeCepKHCup1yYVLEHeUHFkoykgr3Ef4KkKl4KBOtN3rMATRwybjbgD2YPWiZwv1rHVfwWxgg6YkCq0RUnQvl8aBsB5zDsuDJsYWNCGZU3aGZuwqYAyBBU5seQ1\/fyYmyENvYk7T2L15HzlLaIQcWO+n76prohx2d9ZmY9hFwhNYMi1knt3rvf2TO9bv1syr5mebmbnVYZfp76+c6evXMyNEVOZE10FbyjqxOmZOYOL9\/AQFuz5C7dtoBusxHk6iR2jWLSS+GG5tSVRuj1vmSpl+tIAgpAnjASB4EIH8T3xXP137hFQAXC3G9mYED01XAnyx7c3eEd0tzb\/MZ1jcQZfagkQ\/Xmmpopbhi4naOdsxFonbQ2KIOXdxZSZvktFP0Ec6NVKih4CBUwuRrPU8SZTTCj0BUaKGpgUUnhDEcm3xwVVl\/zdv9g1aFZaiWXkYTMZgMUEPY2mdRTdpus0CGUfa9ck8jXtF1n2my3GQyIA7fKA6Ww4QN62xXTMUH+Nnal4WOCQWImZk8cWqGZNpctbhsGBWdU0kjZVdJEfzg48niLOnz2uLbM9eRJVvWs4iNPPPYCYFSLfXTgtlDDMd0JXQ07qFE+X5aY5GyGzw4VgONd9mgh7OSW8dWqu31H6zlKUf8VzRW4hjK4tTH24spscmDqpDWBfT6T3xD+anXyjMIXw5+Efl\/CxQDA0yBb7EIlNSLpcSqj8h87zwbDgOAiziR5xXdpl03QE\/mSRnOI5AFC5uTnxUEYfBf3BXrEcILNfitUxGHxtGI8MqZ0asP4hhk+6XfUTLUDeXVY9vSrbbU6E6xq99\/iqrAlbAh4CjtT5En7BKoeRqGfQ1jFfsKgrW8nCyNsVp\/XqojUU2L0hwhG6oLLGWxKqGbR9+N+mBRcLe44t4j1+rwdDwZ\/xW7P\/1RjrOq5bKjBimK9cZFG9c4b4QZfMENNKw4mPDV5BREhp75zq8xXbMQstAibxn8wAD0Iabt9kQbJhoqNr2Lb4v8ES7Z3ftz+jV+G2ZJ34SI5xsJNI05Ac0ngaLB5VznhatLe3L4ZZu+M9k0111o9jDAUciNaYyr9T\/kGMqX+wF3H9wWJwBR0P10b1TBHCuDjZKCulvuoaoRQLrpR\/fW1BATZreLh9fUXNQDmWSBLa362e5YccS5ErQMu7a5ztGlWncqq4U492s9aM5VXYWMzcR08YtcXDm3RI73gTHefkRn5THykRjpGWGBIJc8pkmx19f8A40iPckJ4qfJr2q2HnoAVbBqseIi401QKCUJ79wQbzoGKoc8bnzLPzFC\/XikvpsFPx\/MUEoZRcJY4Pjx8YBgc20sl\/1WIH6hpH0U6KFlU+UHbbbN+aNasf6SXXIYKrZkztz0Gz7i\/T5PR900axCGhslxwKl2yjzlh5ob63udednA6ZIrI5q2ktp0gfdTVEzrllP+gcYXVw0Wzk0w9BUPAqCYTOmlLO2iJsVydOmyy8Ct3fL5na7oJeQZlZ\/4rz+mLSwkqQog3ddUxaxzx1LqREDLwZOLoHhVdpIX55VSidwWLYVPZ4MQ\/sHMyXTk7yRy4PbhTHsdQK6i8iCz9o\/tn7AHUekXQZZzNBCIu+YilwwhTEoCJY8lahwz2eh7IrMEch5NDQpdelUqOS0lFq2dJLBXZjNxonPOeneG0zDzrA+M\/btH20StJYDs7HoR6W2IbMbHffOKrAzMlDZs4wWwB2WatAHOOPHg15KkvgvnPJ75nXF7PoaLIn2ZLKgoXVuOBWZEn10N5cq8fL7cg9F02xfY+zwUC5b7A7jgh7oUZgpogRQUMTufVM=","iv":"46f30ed4cf364fec5f0fc6d83f0308d0","s":"920c1cbeef0b4468"}
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