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 [...]

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 - [...]