Corporate social responsibility (CSR) is now front and centre to the strategy of the world’s biggest brands, WPP CEO Sir Martin Sorrell told members of the marcomms industry at an event last week.
Speaking at the Growth Faculty’s Global Leadership Series breakfast in Sydney last Friday, Sorrell said the ‘greenwashing’ and lip service corporates were paying to CSR is gone. “Fundamentally if I look at our biggest clients, whether it’s Ford or Unilever or Procter & Gamble or Kraft or Nestle or Kellogg’s… whoever. CSR is front and centre for their strategy and is a core part of who they are. It’s not a nice to have a department… it’s front and centre to what they do.”
Concluding his talk last Friday, Sorrell quoted former CEO of BP, John Brown’s, words ‘doing good is good business’. “People finally understand that if you improve the lot of your stakeholders and you’re in the business of building brands and products and services, which we are, for the long term, doing good is good business,” Sorrell remarked
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Kurt Schusterman 