With the increasing awareness of the public and politicians with regard to climate protection and sustainability with simultaneously stricter legal requirements for the production and processing of goods, those responsible for marketing are increasingly entrusted with the task of integrating sustainability aspects into customer communication.
All too often, however, this results in superficial campaigns that serve ‘greenwashing’ goals rather than reflect a serious, credible and long-term commitment by a company. Therefore, there is an increasing demand that marketing should take on greater responsibility within the company:
As an internal sparring partner, as a ‘mindseter’ for truly sustainable action across all processes and decision-making areas of a company. With a move away from superficial communication campaigns towards holistic ‘Responsible Marketing’, in which those responsible for marketing take an active and formative role in the internal discussion towards really sustainable, authentic and honest measures.
The request of the Marketing Club Hamburg
A requirement that is anything but easy to solve and was therefore discussed in the co-event of the Marketing Club Hamburg together with the HSBA – Hamburg School of Business Administration last Monday, December 6th, 2021.
A discussion evening in which the three initiators: Prof. Dr. Susanne Hensel-Börner, Prof. Dr. Inga Schmidt-Ross and Prof. Dr. Wolfgang Merkle therefore discussed ways and answers in the dialogue between science and business practice, how traditional marketing can be transformed into responsible marketing.
Over three table and web talks with Jan Pechmann, managing director of diffferent GmbH and initiator Marketing for Future, Dr. Marcel Richert, Head of CR Strategy & Communication Tchibo GmbH and Tim Stübane, Founder & Managing Director The Goodwins, the exciting topic was examined from different perspectives.
The experts have made it clear how relevant and necessary this topic really is and that marketing must see itself even more than before as a driver for innovation, but also for responsible behavior by the company along the entire value chain and for honest customer interaction.
“Marketing is no longer an isolated task for individual people in charge, but a team sport for the entire company,” was one of the evening’s summaries. However, this will only succeed if a new mindset develops in the company – a cultural framework in which the respective decisions are questioned and decided with absolute authenticity, disarming honesty, real empathy and clear edge.
A high standard that not only demands a new understanding of the company as a whole, but also creates new demands on the qualifications and personality of those responsible for marketing. ‘Responsible Marketing’ – a demanding but absolutely necessary topic for a successful future for companies.
About Marketing Club Hamburg eV
Our more than 500 members from all marketing functions and industries make Hamburg the marketing capital of Germany – and has been for over 50 years. We are one of the largest marketing clubs in Germany. As a professional association for managers and experts in marketing, we give you the opportunity for a sophisticated and up-to-date exchange of experiences, for attractive professional training and for making valuable personal contacts.
Photos / Source: marketingclubhh.de
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