Posted by: Chris Satterthwaite, chief executive, Chime Communications plc.
The week before last, I attended the The Prince of Wales mayday summit on climate change. There were some outstanding examples of companies who’ve led their marketplaces to reduce emissions; Sky, United Utilities, Adnams - to name a few.
What struck me was the competitive advantage that their initiatives was generating in the minds of their customers and the acceptance of this as good competitive practice as well as good common sense for our planet.
At Heinz I was taught that marketing identifies consumer needs and wants and then seeks to fulfil them. But for me, great marketing anticipates consumer needs and wants and this is what companies like Sky, United Utilities, Adnams and B&Q have done in adopting market leading environmental approaches. It is bringing them commercial benefit and I say, good on them. That’s what great marketing is about.