How many bottom lines do you have?

Posted by Stephen Priestnall on 20 November 2009 | 0 Comments

Tags: Social marketing, sustainability, social profit

Apparently you need 3 - and they all begin with 'P' - that's handy. In the newly cool world of social marketing, according to international highbrow journal "The economist" a triple bottom line of profit, people and planet are where it's at.

Is it really possible to add people together with the 2 types of very different green stuff and get a single measurement? And where do you start - are you people or profits driven? Does saving the planet keep you awake at night, or saving your flagship account?

What's interesting is that as sustainability of our lives and the environment becomes an increasingly Zeitgeisty topic of pub banter and social profits are discussed outside of the community centre, then creative edge will increasingly move away from FMCG frippery and into issues, arts and the environment.

Oh....

Remember 1970 anyone?