Taking Responsibility
How accountable are brands to their consumers? An executive summary of a Hub survey. The term “marketing accountability” generally connotes issues of return-on-investment, and the effectiveness of dollars spent. While critically important, this traditional focus is today perhaps too narrow given the growing numbers of consumers — especially those of younger generations — who are demanding greater accountability from the brands they buy.
Beyond the essential work of scrutinizing the brand’s accountability to its marketing budget, the emerging puzzle for marketers also concerns the brand’s accountability to its consumers. We thought it would be interesting to ask Hub readers what they think about consumer-focused accountability. So, we created a survey in which we listed a total of twelve well-respected brands and asked respondents to rate them from poor to excellent in five areas of brand accountability: social responsibility, the environment, business ethics, price-value and quality. The criteria were by no means definitive, but did produce some intriguing results … read >>
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