“With great power, great responsibility.”
This is what Uncle Ben said to Peter Parker (alias Spiderman) in 1962.
Let’s turn the sentence for our industry: “Great marketing comes from great responsibility.”
This is the message LOLA BAKARE Send his book in 2024, Responsible marketing: how to create an authentic and inclusive marketing strategy.
Recently, she participated in a live interview with CMI on responsible marketing. Look at the strengths below and read the rest for some take-out dishes from his book (A must-bead) and the discussion.
What is responsible marketing?
Lola says that she used the words “responsible marketing” to eliminate pressure from marketing specialists. She explains why starting with the good brand of Patagonia outdoor clothing. The brand has a reputation for its commitment to the environment. It even promises 1% of sales to environmental causes. And yet, it does not use the word “sustainable” to describe its brand mission.
Vincent Stanley, director of Patagonia’s philosophy, explained that the deliberate decision in a Interview with Yale Insightsthat Lola refers in her book:
“SUSTAINABLE is the popular term for companies with environmental and social ambitions. We do not think there are many things we do in Patagonia which is really durable. This is why we use the expression “responsible business”. We hold our practices so that we create the least pollution and that we use the least resources to create a product. This reduces damage.
Lola says that the founder of Patagonia, Yvon Chouinard, explains it like that: “With what I have right now, with the conditions in which we are at the moment, all I can do is try to be as responsible as possible.”
But that’s more than that. Lola recommends responsible marketing because it simplifies the conversation (and by obtaining membership and another support) – something that is more than ever necessary.
It allows marketing specialists to take place Objective marketing,, inclusive marketingcause marketing, conscious marketing, Multicultural marketingMarketing with social impact, ethical marketing, diversity marketing, sustainable marketing and cultural marketing, she explains.
Responsible marketing also works for the lower commercial side. “Once well done, responsible marketing stimulates growth in sustainable businesses. It is a powerful reminder that doing good and doing well does not exclude each other but rather beautifully interconnected, ”writes Lola.
“By optimizing relevance, intention and precision, responsible marketing invites us to say” tearing “to unnecessary confusion that slows us down, holds us back and leaves work that changes the world vulnerable to detractors that are both well -intentioned and other.”
Do not start with requests
Responsible marketing does not start with ultimatums on what should be done or the complaints of what is not done correctly, says Lola.
She tells a recent conversation during her book launch event. A man from the beginning of his twenties in mid-Vings asked him when he should have his say and share his ideas on all the bad things that the company was doing. Recognizing her frustration (and how he reminded her herself at this age), she shared advice that could surprise you.
“You don’t do it that way,” she told him. “You control what you can control. You stay in your way.
“Start knowing people, ask them questions, force them to see you as a curious young man. And then I guarantee you, for a long time, You will be invited to the table And asked for your opinion.
But once you are at the table, you still do not make requests, says Lola. You defend and implement a responsible marketing strategy.
What is the responsible marketing framework?
In 2023, the Global Federation of Advertisers Interviewed CMOS and Senior Global Marketing Specialists to 38 companies. Eighty-eight percent said they had a responsible marketing framework, and 87% said these executives were increasingly important for their long-term operations.
Lola devotes the first part of her book to distill a responsible marketing framework, which is reflected in chapter titles:
- Make authentic: relevant social impact the brand
- Let us know: Impact of reputation
- Make it count: commercial impact
Each construction block leads to the next. A brand with social relevance acquires a reputation for good which then turns into a financial result.
Lola calls her the triple high level steering wheel. Each block has five key performance indicators. When one or more of the KPIs are obtained, the following framework is unlocked – creating a continuous cycle of regenerative impact.
KPIs with social impact include:
- Promote diversity
- Allow inclusion
- Avocation of equity
- Cultivate belonging
- Support sustainability
Impact of the KPI Encolops reputation:
- Amplifying the brand’s identity
- Offer positive -won media
- Croissant part of the voice
- Word of mouth generation (net promoter score)
- Improve health scores / brand feeling
KPIs with commercial impact include:
- Driving sales
- Acquire new customers / users
- Customer / user retention
- Maximize the part / frequency of the portfolio
- Attract investors
It should be noted that you only need to reach a KPI in a category to propel your brand to the next step. So, for example, if your marketing brand cultivate an online community When members feel belonging (social impact), it can increase its share of votes (reputation impact), then keep customers (commercial impact). With the steering wheel fully engaged now, you can see in progress contributions and advantages in all categories of impact.
Lola writes: “Triple high -end thinking meets because, when you solve a problem, you create brand preferences, and this is what the impact of reputation turns into commercial impact.”
Use your superpowers
“No one has any more power to show people what is really going on,” says Lola. “What winners will you find where you create not only a financial value for your business, but you actually double this because you have done the ultimate thing that each marketing specialist is the cheating code of external success … The emotional connection.”
To help in your process, Lola offers books and authors (I have linked to their individual LinkedIn books and pages) that have helped its development as marketing and thought as a defense of responsible marketing:
“Let us stand up, especially those of us who have these really funny jobs where we have so much control over what people see, consume and hear. If we are going to shape the culture, let us remember in a way that we all include, ”explains Lola.
And it is how to use your responsible marketing power for the good of your business and the world.
Conversely sorted on the pane content:
Joseph Kalinowski / Content Marketing Institute cover image
