LEADERSHIP: FROM SHAREHOLDERS TO STAKEHOLDERS (CMO Conference)

Posted by in Brand, Marketing, Sustainability, Trust

Last week I gave a talk at the 3rd Chief Marketing Officer (CMO) Conference in Zurich entitled:

Leadership in Marketing: from shareholder value to stakeholder value.

You can see the presentation at my slideshare site.

The presentation can be summarised through the following themes.

Marketing has been fantastic at creating consumption which has been the engine of the increase in material standards of living in the West. But that consumption in its current forms is becoming a drag on well-being not a way to increase happiness and well-being, it is also massively unsustainable as populations grow and more aspire to a consumer lifestyle. This together with the increasing sophistication of marketing, cynicism of the media and lack of understanding of why business exists means that trust has been eroded. Marketing is at some level culpable for the over-consumption that is an acute threat and more generally consumption which is a chronic threat. Leadership in marketing will be seeing these issues and responding to their challenges in a way that can restore trust and legitimacy for brands, business and marketing.

Some of these themes have been recently covered in an article that I contributed to in Marketing Week and also much of this thinking comes from the other blog I founded: www.conservation-economy.org.

Phew, there it is (now you don’t need to look at the presentation!)

Please if you have comments or thoughts please share them.

Thanks for reading,

Justin

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Justin

Mail me: justin@basini.com
My website & the RE:Thinking Marketing & Brands blog:http://www.basini.com/
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