Social Responsibility New Trend — Marketers Need to Prepare

Social responsibility is the new trend, and marketers need to prepare. I will confess that until recently, the North Star of my professional journey has been growing shareholder value. On the positive, this prime directive has allowed strange bedfellows to conduct business across ideological, racial, and political lines. In many cases, the drive to grow shareholder returns has broken barriers where cultural change was still trailing. It has also simplified objectives and brought clarity in critical business decisions.