Social responsibility: Out-behaving the competition

David Jones

David Jones describes the evolving social landscape in which companies and brands will operate. Good behaviour will be required by more discerning consumers, placing demands on companies never previously experienced. Marketing is the gatekeeper of consumer opinion – and the enabler of products and services – that will succeed in this environment.

Before the financial meltdown, the fastest-growing trend in business was the move towards social responsibility, and the economic crisis has only served to accelerate this. The world saw all too clearly that the ruthless pursuit of profit at all costs almost led to the total collapse of the global financial and economic system.

Today, many businesses that understand that the philosophy of 'profit for profit's sake' is no longer the key to sustainable success are actively seeking to change how they operate. Doing well and doing good are no longer seen to be mutually exclusive.