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The Key Challenges for Marketing

Seven key challenges for marketing emerged from the inquiry into ethics, sustainability and marketing, these are:

1. Jam today or jam tomorrow?
   How can marketing contribute to a more sustainable society, when its role is to create and meet the demands of consumerism? Can we have jam today and jam tomorrow?
   
   
2. Value or values?
   Are the values in the minds of consumers as important as the values established within the brand itself?
   
   
3. Beacons or reflections? 
   Should marketers plan to build their business in sustainable and socially responsible ways, or should they wait until the market adopts such behaviour itself?
   
   
4. Knee-jerks or leaps of faith? 
   In an examination of social, green and cause related marketing are ethical responses already framed by marketing? Can tactical marketing responses provide strategic solutions?
   
   
5. Cakes or recipes?
   In the information rich world, should marketers now be concentrating on shipping products or sharing expertise?
   
   
6. Monologue vs. dialogue 
   How can marketing truly listen to the voice of the market?
   
   
7. Old school or new cool?
   Can the profession of marketing learn faster than the society it serves?

These issues present major challenges for the role of marketing and an opportunity for a timely response for individual marketers to consider what this means in their day-to-day work.

Click on one of the above titles to find out more, or use the drop down menu to select a topic.

To link to the Inquiry Paper click here.

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