What About Marketing’s Social Responsibility?

Back in February, I wrote a piece entitled ‘Time for Some Moral Marketing’.  My hope was that 2012 would provide the antidote to the widespread corporate, political and social immorality of 2011 (expenses-fiddling politicians, corrupt bankers, phone hacking, abuse in ‘care’ homes, riots…). We were all hopeful that the Jubilee and Olympics/Paralympics would provide the feel good factor we were desperate for.  Sadly, the Jubilee was an over-long washout but our athletes did us proud, [...]

Modern Morality: Right Sentiment, Wrong Phrase?

Back in February, I wrote a post entitled ‘Time for Some Moral Marketing’.  It was prompted by Marc Mathieu of Unilever arguing that it was time for marketing to get back to “the origins of the discipline… as a way to drive social progress as well as sales”. I’ve long believed that business – not just the marketing department – should play fairly and ethically.  In his book ‘Screw Business as Usual’, Richard Branson ably [...]

Trust me, I’m an honest marketer

If brands were honest... Marketing magazine recently carried an interesting piece entitled ‘Face it, your consumers hate you’ which talked about rising consumer distrust of advertising and marketing.  It quoted a survey by the brand agency Promise, which found “consumers are ready to assume the worst about brands, and have fallen out of love with them.” I’m not surprised.  Back in February, I posted a blog arguing the case for a return to [...]

Time for some ‘moral marketing’?

If you’ve read any of my previous blogs, you may well have spotted a bit of a recurring theme; my hope that businesses could be, well, just a bit nicer. I’ve worked for some incredibly customer-centric and genuinely caring brands (Orange, Smart Cars, RSPB, NHS Blood Donation) and have long been of the view that it always pays dividends to really look after your customers (or donors), and to not – in any circumstance - [...]