First 100 days

Clearly, marketers, like many others, increasingly make their job selections based on social and ethical values. They’re dealing with customers, many of whom are now concerned about the operating values of the parent company ‘behind the brand’. An even larger consumer segment care about the social, ethical and environmental impact of the brands they buy. So, it’s interesting to see Ethical corporation’s is making the link between the ‘First 100 Days’ theme and social responsibility. Writer Mallen Baker applies the lessons of the research to the newly ensconced CEO. He points out that it’s critical for CEOs to demonstrate quickly they are committed to corporate responsibility and are working towards a ‘truly embedded values culture’. The same applies to the newly arrived marketing director…he must seek to understand the values of the organisation and build a clear values driven culture. Mallen also calls on newly appointed managers to assess social, ethical and environmental factors as part of their 100 Day risk assessment plan. His comments raise an interesting challenge for marketers. How to incorporate issues of social responsibility within their pre-plan? And how to make build a marketing strategy which respects the values of customers and a wider society?