Havas Media Lab

Shouldn’t be posting here, but wanted to put a marker out that there’s a far more detailed - and hopefully interesting - output looming on this subject.

I am working on a far longer paper on sustainability and the business case, that comes to the resounding conclusion that the strongest business case is to abandon sustainability strategies. Completely. Scrub it from every single memo and document.

And pursue a social capital strategy instead.

It’s not that radical a shift in perception, but enough to unite disparate departments and functions, energise people around the notion of progressing rather than halting, and actually deliver far smarter and durable, less piece-meal and reactive, sustainability efforts.

It strikes right at the heart of traditional marketing efforts, abandoning the old 4 P’s of the industrial mechanistic effort, with what we’re tagging as the 4 I’s: Inclusiveness, Interdependence, Interest and Innovation.

We genuinely believe the outputs will create a new framework that allows the marketing function to indeed do what is has always claimed it can do: affect widescale behaviour change. Except this time, for the good of everyone.

Social Capital Strategy Building will be on its way soon.

Guy