More and more brands join social organizations to contribute to the community and raise various issues to the public agenda. "A business company must reveal its social activity from a place of truth and values," says Tamar Yahal, Director of Community Relations at the Strauss Group.
"We are careful to keep the partnership and the move humble so that it is not cynical. We will not make dramatic promises, We are not saving anyone, we are simply doing community work, so we need to be sensitive and not exaggerate," she adds.