I strongly recommend finding time to watch the speech Bill Gates' delivered yesterday at the 2008 Davos Economic Forum. His topic was what he calls "creative capitalism". You can view it on YouTube. You can also pick up the speech directly from the Davos Economic Forum webcast, which will allow you to watch it in full screen mode.
Gate speech delivery time is a little over 25 minutes. It is followed by about 12 minutes of
Q&A.
With Gates' high profile entrance into the sustainability game you can count on the corporate sustainability movement ratcheting up and increasing the pressure on companies to climb aboard the movement.
Every company needs a plan for integrating sustainability into its marketing. This is a new area of service that agents of marketing can offer to clients. It’s not just about bragging to customers on what a company is doing on behalf of two of the three P’s – People and Planet. The third P, of course, is Profit because a company can’t sustainability address People and Planet issues if it has not profits.
A fully integrated marketing mix should address corporate sustainability from the perspective of every core stakeholder group – society, partners (especially suppliers), investors, customers and employees.
Why is it important to take a broader approach to managing marketing activities? Because, as we learned in our research for Firms of Endearment, a fully integrated, holistic marketing approach tends to get more from time, energy and financial investment than traditional single dimension customer-centered marketing.
We found that synergies that form from a more comprehensive approach to marketing can improve marketing productivity at a cost per dollar of revenue that is less than what single dimension marketing costs.
Back to Bill Gates: Watch his speech. He is talking about the social transformation of capitalism on a global scale. After watching the speech, think about what your company or your clients can do to connect with the biggest change in capitalistic theory since Adam Smith published Wealth of Nations in 1776.
DBW
It just the part of the game i supposed.
Posted by: classic restoration | February 02, 2012 at 10:04 AM