CSR Series: CSR 2.0 and Marketing 3.0
CSR is a continuous growing field. According to Wayne Visser, the old model of CSR is evolving – from Corporate Social Responsibility, it is rephrased to Corporate Sustainability and Responsibity.
From Social to Sustainability.
This addresses the need to address not just the poor and the society, but also the ecological implications of business and corporate processes.
The thing is, as a business student, the field is growing fast and is even being married to development and sustainability issues. The assumptions of pure profit maximization and cost minimization are being challenged by our need to take care of the planet.
It is exciting that we are entering a revolution where established principles are being challenged and are in fact evolving. Philip Kotler (2010) wrote Marketing 3.0, which contents propose that we are shifting to spirit-driven consumption. People consider how the products and services affect the society, and whether the consumers, through patronizing a brand, can contribute to a certain cause. For Visser, he is now establishing the new CSR 2.0 which shifts towards sustainability.
The challenge for me now is to marry my desire to earn a good living while integrating the value of sustainability and responsibility. CSR 2.0 and Marketing 3.0 will be my foundation principles.
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