At the Marketing Society Conference in London this week, society president Amanda Mackenzie called on the marketing community to behave more ethically and work to improve its standing in business management.
Mackenzie, who is also Aviva’s chief marketing and communications officer, said the marketing industry needed to be bolder to avoid being seen as “the colouring-in department”.
Mackenzie acknowledged the need for “ethics and trust” in business has never been greater and urged marketers to “show leadership” and question managerial decisions if they are uncomfortable with them.
“You will know the sales practices in store or of your sales force. Would you want your mum to receive that treatment?” she said. “You will know the promises you are making in your marketing collateral. Do you stand by them? Do you believe you will stand by them in 30 years?”
Her view is that marketing professionals can have a greater impact on how businesses are run, if the marketing strategy is respected and trusted.
Mackenzie said that when she took over corporate responsibility at Aviva, there was concern voiced that corporate responsibility often just amounted to showcasing the company and glossing things over. “It was not unhelpful to be met with such prejudice because it showed that marketing is still seen by some as ‘the colouring-in department,” she said.
“It made me realise that 21st century marketing and us as marketers have moved a long way but perception, as is often the case, lags behind. 21st century marketing should be about creating growth with the conscience and voice of today’s consumer and equally importantly their future generations.”
Mackenzie was critical of the focus on “short-term profits” which has led to situations such as banks being fined heavily over the miss-selling of payment protection insurance (PPI).
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