Perhaps this is a sign it is high time the marketing community takes stock of its contribution to corporate social responsibility. If a business wants to rebrand itself in a certain direction but isn’t prepared to back it with authenticity then, fellow brand purveyors, please just say no! CSR means morality before profits – not just another marketing spin.
Equally, we as consumers have our part to play. Now that the charade of BP’s cynical intensions has been exposed, we can vote in the best way we can in a consumer-led democracy – with our wallets.
And thinking ahead, this episode will become increasingly relevant over the next couple of years. It highlights the type of duplicity that could be revealed as a chastened financial services industry begins the process of its own “guiltwash”. Clearly, “speaking with forked tongue” is not above the most revered brands and it is best nipped in the bud sooner rather than later.
Tim Bleszynski, Co-founder, New Brand Tribalism