Marks & Spencer describes its journey from corporate social responsibility to sustainability

Un article dans la revue britannique Marketing Magazine sur l'inclusion des enjeux de durabilité et de "sustainability" dans le core business de Marks&Spencer. Certes, il s'agit essentiellement d'une approche marketing et purement "com", mais l'un des seuls moyens de pousser les entreprises à prendre en compte des critères sociaux, environnementaux et de gouvernance dans leurs activités est de leur permettre d'en tirer profit...!

Marks & Spencer's Mike Barry and Lucy Calver discuss some of the important lessons the retailer has learned since it moved away from a CSR approach and started implementing its 'Plan A' strategy in 2006.

Sustainability will be a key issue over the next decade, shaping government policy, business strategy and how we live our lives.

As the world's population grows by billions and the Western way of consumption is adopted by hundreds of millions of people in the developing world, we are running out of the basics - trees, clean water, farmland and so on. Meanwhile, we are driving changes to our climate at a rate not seen for many thousands of years.

So, what has all this got to do with marketing? First, businesses will have to adapt to this challenge, telling stories about the sustainable products and services they will be developing. Moreover, we believe that communication, even more than technology, is the key to building a sustainable future.

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