As marketers, we must become credible communicators with consciences. When we communicate, the language we use is very important.
Nutrition guru and New York University professor Marion Nestle points out that sometimes profits are placed above values. She calls this the “organic-industrial complex.” Her point is that business priorities force some companies to focus on profitable growth at the expense of responsible behavior. This corrupts the concepts and gives marketing a deservedly bad reputation.
Some companies incorrectly assume they can focus on profitability or sustainability but not both. The Sustainability Opportunity is not an either-or proposition. We do not have to sacrifice marketing with a conscience at the altar of profitability.
Exploiting trends is not the opportunity. Instead, the Sustainability Opportunity means we all have a chance to provide the essential leadership that responsibly helps consumers do the right thing.
Ikea knows that doing the right thing is the right thing to do for business and for society. Ikea has set a sustainability objective requiring that all activities have an overall positive impact on people and the environment. This objective affects not only the products it markets but also store design, transportation and store lighting. Its measurable goal is to become 100% reliant on renewable energy and to cut overall energy costs by 25%.
Marketing with a conscience means providing ease of choice, ease of use and ease of mind. Putting people’s minds at ease calls for more than merely communicating truths; it boils down to creating trust.
Trust is not a result of how big we are; trust is a result of how big we act. Truth speaks, but trust is why people listen. Consumers are skeptical unless truth comes from a trustworthy source.
But trust in all established institutions is in trouble. Marketing is no exception. People fear that through the power of marketing, their control over their own behavior is being lost, or at least being manipulated. When trend exploitation prevails over responsibly responding to consumer concerns and desires, then it is not surprising there are opinion-influencing critics of marketing who think marketing is inherently harmful.
We should not be afraid of marketing’s power. Through effective marketing, we can make a difference. The question is: What kind of a difference do we wish to make?
The Sustainability Opportunity is a great chance to change the perception that marketing is contributing to social problems to a belief that marketing can be an effective part of the solution. The Sustainability Opportunity presents us in marketing with the chance to help people live more sustainable lives.
Based on the famous Brundtland Report on our common future, the mission of marketing with a conscience would be defined as “marketing that meets today’s consumer and community and business needs without compromising the needs of future generations.” The Sustainability Opportunity is a marketing leadership opportunity to commit to the idea of demonstrating that effective marketing with a conscience is responsive, responsible and profitable (Larry Light, Advertising Age (Midwest region edition) Chicago: Nov 12, 2007. Vol. 78, Iss. 45; pg. 34, 1 pgs).