CHAPTER 11

SKILL #3:

GIVE BACK: ETHICS AS THE NEW MARKETING

[A] world in which government is burdened by historic debt, philanthropy has limited resources, and the private sector is only interested in its own personal gain is simply unsustainable.

—SIMON MAINWARING,branding consultant and blogger

IF YOU EVER attended an Occupy Wall Street demonstration, you may have heard this chant: “People over profit!” The flattening of the world economy and the advent of social communication media allow us to know how companies that manufacture our clothes, harvest our coffee beans, and assemble our smartphones treat their employees, care for the environment, and so on. The implications for marketing based on company behaviors are immense.

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