Is sustainable marketing the route to the boardroom?

Brett Sadler

Argues that the prevailing business model, based on maximising shareholder value, is becoming unsustainable.

Is Sustainable Marketing the Route to the Boardroom?

Brett SadlerThe Transformer Partnership Change Management and Marketing Sustainability Consultancy

The current economic model is unsustainable in the long term.

This is because it is predicated on maximising shareholder value, resulting in a redistribution of wealth towards the owners of commercial resources and the externalisation of many of the costs associated with their operations.

There are signs that this is changing as businesses increasingly recognise the relative importance of intellectual capital, and now the concept of customer capital is starting to gain currency. The presumption of shareholder supremacy is beginning to...

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