About the eBook
“Greed is good,” announced Gordon Gekko in the movie Wall Street, and there hasn’t been a lot of evidence since then that the general attitude articulated has changed in any significant way. Au contraire: Enron, the collapse of the mortgage companies, followed by the unspeakable bailout of U.S. banking institutions, the political push to keep corporate jets untaxed, have only reinforced the idea that businesspeople are in it to make a buck. Period.
Want ethics? Go see a social worker. Want morality? Sunday mornings in your local church. Businesses, companies, brands just want to make money, and marketers are doing business like anyone else.
I’m not suggesting that they shouldn’t. But there must be some way that businesses can do well … by doing good.
The World Business Council for Sustainable Development defines corporate social responsibility as “the commitment of business to contribute to sustainable development, working with employees, their families, the local community and society at large to improve their quality of life.”
That doesn’t sound like a bad thing at all, now, does it? But how do you actually make it work? How can marketers do well … by doing good?
About the Author: Jeannette de Beauvoir, Founder & President, Customline Wordware
Jeannette de Beauvoir owns Customline Wordware, a company delivering business and marketing writing, editing, and training to corporations and individuals worldwide. She is also, under a number of different pen names, an award-winning novelist, poet, and playwright, and believes with all her heart that it’s not too late for the triple bottom line to make a dramatic difference in life on the planet.