The problems global warming and marketing share
October 28th, 2006Our Australian Prime Minister thinks that tackling global warming head-on will cost too much. Bad for the economy. Too much money and a massive effort. He’s not sure it is really needed.
It would mean fundamental change. It would mean we would have to innovate. It would require collaboration between the Federal Government and the State Governments, business, the community in general. He believes it would hurt the economy too much. He is probably worried people will vote him out at the next election. So he does a little window dressing.
Plenty of business leaders feel the same way about marketing. It costs money. Not sure if they really need it. The team are too busy already. Getting sales, development, customer service and finance involved in marketing is too hard. It means trying things that have not been done before.
But if the world around you is changing so radically, what is the greater risk, change or no change?
October 31st, 2006 at 9:56 am
Change needs vision. Take a trip back in time and you’ll see many a global companies shipwreaked because they didn’t make a crucial change in direction.
People just don’t like change. Change comes eventually when the benefit clearly outweighs the cost. Does anyone now really believe that global warming isn’t happening? Surely it is clear we are going to have to make a change. The problem is the cost is going to rise dramatically the longer the change is put off.
Credit to your Prime Minister he is refreshingly honest even if the excuse that it is going to be too much effort is hardly inspiring.
October 31st, 2006 at 2:04 pm
I agree Philip; change is a very hard concept for most of us. Funny coincidence: yesterday this made the news: “Economist Sir Nicholas Stern has warned that global warming could shrink the global economy by 20%”(www.bbc.co.uk)
The interesting bit is that the argument has swung to the economic cost, rather than simply the environmental cost.
You can hear what he has to say here: http://news.bbc.co.uk/1/hi/help/3681938.stm
November 15th, 2006 at 9:42 am
“The Pioneers Always Get the Arrows First!” But where would the world be without them? Global Warming is one of the defining issues of our time. True leadership will be found in those that act now…before Mother Nature steps in and makes all of the decisions….
As this issue grows on the radar I foresee lot’s of brands ‘getting green’ and benefitting from it…
November 15th, 2006 at 10:49 am
Thanks for the comment Derrick. Yes, I agree that as the issue grows more brands will be “getting green”. I also think that customers will tell the difference between those who jump on the bandwagon and make the right noises and those who do something practical and constructive.
A realistic, practical response instead of trying to ride the emotional wave is probably a more lasting and sustainable brand position. People like real.