Marketing Moves Forward:
the lure of corporate social responsibility

A shift is occurring in communications strategy, and many marketers are seeing Corporate Social Responsibility in a new context. Society now expects ethical behavior from the brands it values most, and CEOs around the globe are finding rewards in communicating a message of responsibility to the world. For more than a decade, CSR and sustainable development have become part of the language of business. Today, though, we are seeing advertising campaigns that actually celebrate the “triple bottom line” of economic, social and environment performance.

inter national ist looks a how this trend is affecting marketing concepts around the world. Linda Scott of Oxford University’s SAID Business School sets the tone by discussing significant changes in global thinking today. Nissan’s Simon Sproule tells us how the giant automaker has shifted its perspective on CSR, and Jim Stengel, the Global Chief Marketing Officer of the World’s Largest Advertiser, Procter & Gamble, shares some views on new definitions of brand values from a recent interview. Omnicom’s Chairman, Tim Love, explains why “ecologism” is the evolution of consumerism, and how this affects both consumption behavior and brand loyalty. Love believes that sustainability and marketing effectiveness may now be forever linked.

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