In the discussions within companies around risk management and indispensable moves towards more sustainable processes and business practises, there’s habitually unmentioned elephant in the room, namely: Where, in all what needs to be done in the corporate world, does the responsibility of the individual factor in?
ntil the late 80s, fashion retailers and brands would typically have two main collections a year: spring/summer and autumn/winter. Then, in the 90s things changed dramatically. Increased competition saw retailers incentivising customers to visit their stores more frequently.
“Marketing used to be about creating a myth and telling it. Now it is about finding a truth and sharing it”. Better brands are those brands that will ensure their long-term existence, that will go beyond their founders and their children. How? By taking better decisions and looking at the bigger picture.
t is fairly old news, but merits repeating nevertheless: our current economy, at the verge of collapse as it is, is egocentric, and at the same time understates costs while overstating benefits.
In other words, it promotes a type of behaviour that is degeneratively competitive: the ‘me’ wants, needs, more of whatever it may be, while anything and everything else is losing out. No matter how high the cost for the bigger picture – society and the planet, that is – may be.
Can marketing be ethical? Far too many times I am asked this question or come across people who strongly believe that marketing simply cannot. Actually, still today, for many, marketing is evil. I think that this conviction is the result of two main factors.
I've recently resurrected my knitting skills. I've learned since that the lack of skill and ability to make our own, leaves us with a complete wrong understanding of the efforts required when making clothing.
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