Sustainability has become an industry buzzword – but it does not, and should not, need to be. It is not a fleeting or tactical strategy element that organisations can pick up and discard on their own free will. Adopting sustainability as a primary platform for driving growth is a serious commitment, which requires a change …

Ask most CEOs and they will tell you the role of marketing is to sell stuff — lots and lots of stuff — as efficiently as possible. Using this simple framework, marketers often seek the shortest distance between action and reaction, focusing on the cost of acquiring any customer regardless of other factors like lifetime …

There is no shortage of reasons to rise to the challenge of leveraging your brand’s resources and reach, to address the many social challenges we face – from climate change, to environmental degradation, to loss of biodiversity, and beyond.  But any sober assessment of whether this is likely to happen must account for the realities …

“Every business must serve a social purpose”. These are not the words of a social campaigner or a politician; they are the words of a banker, Ashok Vaswani, the CEO of Retail and Business Banking at Barclays, one of the world’s largest banks. Barclays has been involved in at least one major trading scandal and …

Few, if any of us, envision a business – a bank, a fast food chain, an oil and gas producer or even a retailer – when we hear the phrase “doing good”. Yet, brands today are doing good. Why are many people still uneasy with aligning a brand with the notion of doing good? And what can brands do about it?

It’s an exciting time to be a marketer. We have more tools to reach customers than ever before, but so often, it’s easy to confuse tactics with strategy. It’s important to take a step back, assess the way the tides are shifting, and determine how we can best keep up with consumers’ expectations. We are …

A study of 30,000 consumers in 20 countries reveals it’s time for a new strategy to help align your global brand with 21st Century people in all markets.

Many consumers feel that they should make positive changes to their lives, towards choices that enhance health and wellbeing, or are more sustainable and socially responsible. But lack of time and resources mean that making those changes – and sticking to them – can be hard. Now, consumers are looking to brands for help. That’s …