Social responsibility: Out-behaving the competition
David JonesHavas
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...