Putting noble back into marketing

Hats off to Unilever, which has gone against the grain to call for a much-needed overhaul of the nature of the marketing profession (MWlinks.co.uk/Unilever Noble).

I wholeheartedly agree that the current fabric of marketing is based on price alone and the weave now needs to reflect the increasing appetite of consumers for value added extras.

Marketing has a role to play in improving lives, not just make a throwaway quick-win promotion that remains detached from consumers’ needs. I stand by Mathieu’s call to breathe new life into marketing so that brands stand up for consumers’ values, not just value.

Elly Woolston
Founder
United marketing agency

I cheered when I read that Unilever wants to make marketing “noble” again. For years too many companies and brands have focused narrowly on promoting their products’ rational benefits.

Research by us reflects this shift in focus and shows that people want ‘good’ businesses in their lives.

Nowadays a great brand has to deliver functionally, emotionally, and ethically, and marketers need to act accordingly. So it’s good to see Unilever going back to its philanthropic roots and rejoining the cause.

Hamish Pringle
Strategic advisor to 23red and co-author of Brand Spirit

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here