I believe that every marketing executive needs to become knowledgeable about the environmental crisis in order to effectively lead in today’s socially responsible corporations. Marketing leaders must ensure that product managers are considering sustainability as a key requirement for new offerings just as they do price, features and service levels. Communications professionals must understand the key principles of Corporate Social Responsibility as they evolve their brand promise to customers.
It’s Earth Day this coming Thursday. In preparation for a presentation I am giving at a tradeshow this week I recently read Thomas Friedman’s Hot, Flat and Crowded. While I did not find it quite as interesting as the World is Flat, Friedman does provide a nice synopsis of the challenges facing the planet in the coming century. There were 15 key issues that I noted as key takeaways from Hot, Flat and Crowded.