- Jan Borcherding becomes Head of CSR Strategy at Bonsai Research.

- Bonsai Research continues to expand its strategy team.

- Jan Borcherding was previously Associate Director at Kantar.

Hamburg/Bremen, 17.06.2021. Jan Borcherding joins the strategy team of market research specialist Bonsai Research as Head of CSR (Corporate Social Responsibility). Jan Borcherding was the brains behind the German Donation Monitor for a long time. The CR expert comes from Kantar, where he advised and supported well-known clients on the topic of corporate reputation management for years.

We are currently seeing a great deal of uncertainty among many companies in the communication of their brands," emphasises Bonsai-CEO Jens Krüger: "This relates above all to people's current expectations and the growing importance of a "conscious lifestyle", social commitment and purpose - in other words, the question of creating meaning.

Bonsai wants to meet the growing demand for advice on the topic by expanding this area: "Jan Borcherding is taking on an important role in our strategy team. I hardly know anyone who has penetrated the topics of CR and CSR so deeply, also through his personal network. With his expertise and our tools that measure the importance of values and people's emotional needs, we can expand our consulting services even further."

It is precisely this challenge that appeals to Jan Borcherding: "The portfolio of Bonsai - with the Values Index and NeedScope - is a perfect basis for me to advise brands on their CR and CSR strategy."

The Bonsai Strategy division had already been significantly expanded as of 1 April 2021: On this date, Thomas Hoch (as Head of Brand Strategy), Manuel Otte (Client Partner Brand Strategy) and Joachim Odendahl (Consultant Brand Strategy) moved to Bonsai. At the same time, Bonsai Research acquired the German licence for the internationally successful brand strategy tool NeedScope from Kantar. NeedScope measures the emotions that decide whether a brand is loved and bought, a service is considered (see press release of 25.03.2021).

Press contact:
Elke Löw,
+49 89 89055895
presse@bonsai-research.com

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