Doing good is good business

Kit Altin and Alice Hooper

This essay looks at how society has moved away from the binary view that businesses can either maximise profits or be a force for social good, and discusses the implications for marketing strategy.

Doing good is good business

Kit Altin and Alice HooperLeo Burnett

The world has changed. It is no longer sufficient to behave, as Milton Friedman proposed, as if the "Social responsibility of business is to increase its profits" and to increase profit alone. There is a litany of evidence which demonstrates without a shadow of doubt, that, not only can brands be a force for social good while boosting the bottom line, but that moving forward, they must.

Indeed, there is now a new paradigm where it is possible to have it both ways, facilitated by...

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