Marketing Can Save The Planet. Or not. Kenny Harris reports on our debate
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That was the debate at the Marketing Society “Big Day”, part of the world’s first ever International Marketing Festival, held in Edinburgh in August.
Jo Kenrick, Start’s brand director, the Prince of Wales’ initiative on sustainability, and chair of the Marketing Society’s sustainability workstream proposed the motion with Peter Fisk, founder of The Genius Works, author, speaker and business advisor.
The Opposition side (or “Oh no we cannae” side) comprised of Gerry O’Donnell, director of The Famous Grouse, and leader of the Corporate Social Responsibility team at The Edrington Group, and me, described in the programme as a speaker and trainer in Creative Thinking with HeadSurfing.com (true) and stand up comedian (formerly true).
Jo and Peter set out the case for a world saved by marketing. No other discipline understands consumers in the way marketers do, and no-one knows better how to make consumers (and society) change their ways. Marketing has been successful so far, with changes in consumption driven by marketers, to make companies produce more sustainable products in more sustainable ways.
The opposition case was, perhaps, less confident in the powers of marketing, and perhaps, a little more cynical. The problem is three-fold, we felt. Making money while doing good is a laudable aim, but the fact is that the vast majority of businesses exist first of all, to make money. There is certainly a need to do good, but that’s not the key driver of most businesses.
Second, if we’re honest, marketing is rarely in any position to drive the business. Marketing is only represented at board level in a very few FTSE companies, and it is the board that decides strategy, priority, and activity. Marketing departments might be good at getting us to fill our cars with more sustainable fuels – but it’s someone else who decides to go ahead with deep water drilling.
And finally – again, if we’re honest – we don’t have a great track record so far. Industry groups – including marketing – tend to line up on the ‘anti’ side whenever someone suggests restrictions on marketing or production. Most marketing communication still rests on the “This is amazing, buy tons” premise. Capitalism exists to drive consumption, not reduce it. And it is reduction that is needed.
When the motion was put to a vote, the audience voted overwhelmingly (and surprisingly) for the opposition case – in other words, that Marketing cannot save the planet.
A decision which the chair, Roisin Donnelly, President of The Marketing Society and Corporate Marketing Director of P&G described as “A victory for style over substance”. Now it is true that Jo and Peter were, so to speak, each breaking their debating duck, while Gerry and I are the original old hands. But thank you Roisin. We had no idea you thought us so stylish.
by Kenny Harris
Described as an “inspirational and hilarious” speaker and presenter, Kenny Harris helps teams and individuals think more creatively and productively using his own programme of tools and techniques, HeadSurfing. He also runs workshops and training sessions in creativity, innovation and presenting with passion. Kenny is a Fellow of both The Marketing Society and The Professional Speakers Association. He can be contacted at kennyharris@headsurfing.com
Posted: September 9th, 2010 | Author: stuart.treasure | Filed under: Green | Tags: debate, headsurfing, kenny harris, The Day | Leave a Comment »
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