Marketing for Good

Sometimes, you have the right words to capture a thought and communicate it. Yet, at other times, it is best to use some else’s words to communicate what you are thinking and feeling. I feel like the following two paragraphs from Growing Opportunity: Entrepreneurial Solutions to Insoluble Problems from SustainAbility capture the heart of what I would say is my underlying motivation for working in this sector.
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How do you approach the world’s problems? As you browsed the morning newspaper, when did you last feel a sense that the world was becoming a better place? That the forces propelling the future were on the right track? That the power of imagination was serving those with healing ideals rather than those with darker agendas? Overwhelmed as we are by images of bad news, it is easy to tacitly embrace the notion that humanity’s only possible trajectory is downward.
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• What is the role of marketing in improving the human condition?
• Can a for-profit venture be profitable while focusing on socially-driven organizations?
• Is social responsibility a passing fad or a must-have commitment for all business and organizations?
• How do you measure the Social Return On Investment (SROI) for any marketing effort?

These questions, and many more, will be the focus of “Marketing for Good”.
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