Marketing for the good of society
Concerns about sustainabilit
y, the future of the planet, binge dr
inking and obesity are
at the heart of
private and public debate. Com
panies like Gap, Tesco and Primar
k have all been embarrassed by
media headlines which stated that
they sourced products
from suppliers with unethical practices.
Corporate social respons
ibility has become a key focus in every respectable company’s business
strategy. Although some might argue that this is just
another marketing attempt to win over ethically
minded consumers, the growing interest in ethica
l business means that companies must take it
seriously if they want to survive.