Blame it on the deep recession that has touched everyone in one form or another.

…Or the nationwide 10% unemployment rate.
…Or the recent rash of food contaminations and widespread product recalls.
…Or the massive financial sector debacle and resulting bailout.
…Or climate change or the obesity epidemic.
…Or the countless other areas where change and disruption is underway.

Regardless of the reasons why, one thing is for certain – something is fundamentally different about today’s society. A multitude of forces taking place since the beginning of the new Millennium has reshaped attitudes and behaviors, creating profound and permanent change. As a result, we now see something as impactful – the awakening emergence of the Conscious Public mind-set. This large population segment is more discerning, more distrusting, more suspicious and ultimately, more demanding of business organizations and brands than ever before.

Businesses Acting Responsibly – Internally and Externally

One of the many implications of this recent change has been the redefinition of the role of business and the stakeholders for which the business serves. The Conscious Public is increasingly demanding that companies act responsibly – across all areas of the business and its practices. Now more than ever, business is being held to a much higher set of standards, with an ever-increasing burden and challenge to participate, commit, perform and communicate.

Today’s scrutiny is applied to all areas that the business operates within or impacts – the environment, social justice, employee relations, government affairs, health and safety standards, supply chain issues, customer relationships, product responsibility. The list of concerns for businesses to operate and prosper in the modern age is lengthy and growing. Then consider the implications of our society’s highly networked communication structure and how rapidly a business can go from the height of success to the depths of despair when even one aspect of the business is out of alignment.

A New Business Imperative

In the 21^st Century business world, a commitment to acting responsibly is now considered to be fundamental to business success. The Conscious Public expects companies to invest time, money and resources that deliver value and improved health back to society – and they reward accordingly with stronger consideration, preference, reputation and trust. And for every effort comes the need to be more genuine, more authentic, more transparent – values not typically associated with or embraced by the traditional marketing department.

A New Role for the Marketing Function

Today, the Conscious Public demands credibility, integrity and a long-term commitment to purposeful engagement, not a garden-variety flavor-of-the-month marketing tactic. Marketers across all categories are faced with adjusting to the new social consciousness – requiring new strategies, new messages, new methods of meaningful engagement, and new performance measurements.