Why marketing and sustainability must be under one leader.
|Scooped by Karen Dietz|
This article is the perfect companion to the other article I curated today on Patagonia.
Here Keith Weed, Chief Marketing Officer at Unilever, gives us insights into how to balance the tensions between marketing, communication, and sustainability.
You see, Weed is responsible for all 3 functions at Unilever. What??!! Now how does that work? When I first read that, I thought, "Oh jeez, communication and sustainability is now just another bunch of hype from marketing. Yuck!"
Not so, grasshopper. As I read the post I understood how fundamentally different Weed's approach is -- where he manages the tension between all 3 without sacrificing any one. And this re-thinking/re-fashioning of marketing is where the future of business is.
And storytelling is at the core, even though it is not the focus of the article. But we know it's importance when Weed says, "Well, the real tension you have in companies is when marketing is in one silo, identifying what consumers need and driving demand, while sustainability is in another trying to reduce environmental impact, while Corporate Social Responsibility is in another working on the company’s social contribution while communications is telling its own, possibly different, story. In a connected world, this kind of internal disconnection is a hindrance not a help." So true! Yes, these are all different stories being told that in most organizations are never reconciled. And it sure does negatively impact the bottom line.
Read more about how Weed has managed this reconciliation and is moving Unilever into a solid future. No matter what size your business is, there are lessons here for everyone.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it