Marketing in the age of sustainability
Ten years ago, marketing was at the peak of its influence within business. In contrast, the first decade of the 21st century will be remembered as marketing's Perfect Storm.
History will identify a number of different crises – material and philosophical – developing in parallel, converging around the global economic crisis and triggering a fundamental re-think.
This article attempts to make sense of the storm, and lays out some of the principles that might guide marketing back to sustainability.
1) CRISIS OF PURPOSE
Today, we know that the Earth is not flat...