Sustainable Success in the 2010s
Part of the legacy of the last three decades, from the scandals of Bhopal to Madoff, is a lasting mistrust by consumers of the corporate world. Despite the undoubted benefits that business brings through innovation, jobs and efficiency, some wonder whether it is really a force for good. Whilst the West deals with a credit crunch caused by a failure of the banking system, many people question whether traditional business models are the best way forward.
Increasing mistrust, fears and declining deference have given birth to active consumers, whose voices are heard and amplified thanks to another legacy of the last 30 years: mass communication driven by increasingly capable technology. An unintended consequence of the globalisation of brands has been the active consumer's licence to comment on an organisation's conduct wherever it may be found. 'When in Rome' - or perhaps 'when in China' - is no longer a viable strategy in our transparent commercial world.
We believe the current position of business in society, built on the business events of the last thirty years, will lead to a decade where Good Business will predomindate driven by three powerful trends: behaviour based on values, compliance with regulation and transparency.
At the beginning of the new decade - the tens - we share our point of view for sustainable success. This is summarised in i2a's Guide to Good Business (opens as in a new window). Our guide is based on the experience we have of creating Good Businesses for our clients.
We have summarised our Top Ten Tips for Good Business in the 2010s to help our clients and readers.
We want to engage in the debate and welcome your views. Please contact us at talk@i2a.co.uk
Details of i2a's thinking on Sustainable Success in the 2010s is also available as a press release.
