Bonsai launches Bonsai Public

- Bonsai Research bundles its expertise and innovative research projects with social relevance - for companies, NGOs and other institutions.

- Bonsai Public shows where and how companies can "properly" engage and position themselves in the social context. 

- Jan Borcherding becomes Head of Bonsai Public. He is currently Head of Corporate Social Responsibility at Bonsai.

Jan Borcherding, Head of Bonsai Public

Hamburg/Bremen. January 11, 2023. Bonsai Research bundles its competencies in research with social relevance in the new unit Bonsai Public. Bonsai Public researches attitudes, attitudes and values - using classic and new, innovative methods - from surveys to social media analyses to design thinking. Above all, however, Bonsai Public shows companies and organizations which topics they can credibly represent and how they can successfully communicate them. 

Jan Borcherding heads the new Bonsai Public division. The social scientist has been advising companies on corporate reputation for more than 20 years. He has been responsible for the German Donation Monitor (dfrv.de/donationsmonitor-2022). In addition, Jan Borcherding is active in the German Fundraising Association and in the youth and nature conservation work of the Schutzgemeinschaft Deutscher Wald. 

Social return on investment is relevant to sales for companies

"Companies and organizations no longer operate in a vacuum - people expect them to address relevant social issues," emphasizes Jan Borcherding, Head of Bonsai Public: "In view of the Corona and climate crises and the war in Ukraine, this demand from consumers has become even stronger. A few donations here and a bit of blue and yellow on the website are no longer enough: "A clear positioning on a socially relevant issue also needs to be reviewed again and again, and communication needs to be adapted to the change in values." Bonsai Public provides not only theory (in the form of results), but also practical value (concrete recommendations for action). For Jan Borcherding, this is primarily, but not only, about the good cause: "Today, consumers evaluate brands according to their social return. This ultimately makes social commitment a factor relevant to sales."    

"We draw the big picture, the social context in which brands, companies and organizations must prove themselves today," says Bonsai-CEO Jens Krüger: "And we accompany them in implementing this in strategies, in products, in culture and communication."

Why a separate unit Bonsai Public?

At Bonsai , sociologists and business psychologists work closely together with brand and marketing experts. "With this combination, we precisely meet the requirements that companies have to face in today's social context," emphasizes Jens Krüger: "In addition, it is simply time to bundle our extensive range of services and expertise on the subject. Jens Krüger has been the editor of the Values Index since 2009, the largest social media analysis on social change, which is now published several times a year and continuously evaluated by Bonsai for companies. The portfolio also includes the German Donation Monitor (see above) as well as trend and future studies such as the Otto Group Trend Study on Ethical Consumption, the Nestlé Future Study or the Mewa Study on the Sharing Economy. 

Contact:
Jens Krüger
CEO Bonsai Research
jens.krueger@bonsai-research.com
+49 160 8835825

Jan Borcherding
Head of Bonsai Public
jan.borcherding@bonsai-research.com
+49 171 6869960