Brands that don’t match words with deeds when it comes to their impact on society face the threat of vigilante justice, with Greenpeace having forced brands such as Tesco, Lego and Waitrose to change their ways over recent years.
Maersk Line’s social media manager Davina Rapaport says that social media in companies should focus on what keeps a CEO awake at night, not simply likes and engagement.
UK department stores are failing to introduce omnichannel experiences at a pace that keeps up with consumer demand, new research finds, meaning they lag behind their US counterparts.
M&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.
By working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
Addressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.