Jun
29

Sustainability & The Role of Marketing

Paul Massey

The Canadian Marketing Association recently released a paper, as part of its Leadership Series, called Sustainability: Why Marketing Needs to be Firmly Rooted in the Movement. My colleague François Taschereau and I are pleased to have contributed to the paper on behalf of Weber Shandwick. My commentary about the series follows below. 

The idea of sustainability has become a driver of profitability, shared value and long-term success. Companies that fully embrace and integrate sustainability realize business gains and deeper relationships with a broader base of customers — but only if they are committed to real, meaningful action and only if they communicate their commitment effectively.

In its business context, sustainability has come to represent the way a company manages what is known as the triple bottom line – profits, people and the planet. From a marketing and communications standpoint, sustainability embodies how a company sources, promotes, sells and distributes its products or services in the most responsible way possible and in a way that embeds, integrates and engages all of the important communities with which it interacts.

Michael Stopford

Executive Vice President and Senior Global Corporate Strategist

Brian Wommack

Senior Vice President

Lance Morgan

Chief Communications Strategist