The end of marketing as we know it?
At Unilever, a team develops partnerships with the World Toilet Organization and Vietnamese institutions to build decent sanitation in schools. Another fosters the development of a network of community caterers with grassroots partners in South Africa to fight crime by fighting hunger. At Coca-Cola, a group engineers partnerships with the Chinese government and a crowd-funding program to create clean water access for the millions of children around the country who currently drink unsafe water.
These are not CSR or sustainability experts; they are marketers, and these activities are part of their brand plans. So if you believe the job of a brand manager is to create new products and ad campaigns, you may have missed something…
Marketing today is expected to not only create value by making products and services desirable, but also to nurture purpose brands that can better the world with shared value strategies.