Bonsai Research bundles its expertise and innovative research projects with social relevance - for companies, NGOs and other institutions. marktforschung.de and planung & analyse report on this today. Bonsai Public shows where and how companies can engage and position themselves "correctly" in the social context. Bonsai Public shows where and how companies can get involved and position themselves "correctly" in the social context.

Jan Borcherding heads the new Bonsai Public division. The social scientist has been advising companies on corporate reputation for more than 20 years.

Companies and organizations have long since ceased to operate in a vacuum - people expect them to address relevant social issues," stresses Jan Borcherding: "For him, this is primarily, but not only, about good causes:

"Brands today are judged by consumers on their social return on investment. Ultimately, that makes social engagement a factor in sales."  

Jan Borcherding, Head of Bonsai Public