Vestas' Albaek, Unilever's Rangaiah, Digicel's Foley & TerraCycle's Zakes Talk About New Marketing Models and Doing Good

Last week, The Internationalist and the ANA/Association of National Advertisers presented the first in a series of think tanks called Marketing Makes a World of Difference that enables marketers to learn more about programs that do good, transform brand and consumer relationships, and make an impact on the world at large.

Four extraordinary marketers of varied national origin from four different industry sectors discussed how they are helping their companies embrace big, sustainable ideas with innovative marketing strategies that connect deeply with customers' passions and values. These programs go beyond charitable giving, Corporate Social Responsibility projects, "green" initiatives, or even cause-related ventures. They are simply CENTRAL to marketing ideals and new business models. When done right, these initiatives result in growth and in literally making a difference in the world.

Today's social media environment with its constant sharing, commentary, advocacy and criticism has dramatically shifted the rules of "doing good business," and global marketing organizations must evolve to address new challenges and opportunities. The assumption of responsibility and the adoption of greater transparency are now critical to how any brand or business plays its proper role in society. This new way of working represents a global revolution in marketing objectives and possibilities.

The speakers included:

Vestas' Morten Albaek characterized this new way of thinking by describing it as "the intersection of capitalism and humanism." He added, "These projects go beyond CSR; they represent new business models. The role of marketing is still to create future demand for products and services. Today, marketing also drives new programs for new generations. Marketers must be at the forefront of the business--thinking 5, 10 or even 15 years ahead of the sales cycle."

Denmark's Vestas Wind Systems A/S, is the world's biggest wind turbine manufacturer. The company's inspirational CMO Morten Albaek had an insight last year that is now at the root of a ground-breaking corporate initiative to fight energy poverty. He knew that approximately 1.3 billion people today live without reliable access to electricity. He also realized that Vestas has the ability to identify areas of the world where wind resources can be exploited at low cost in remote communities. Albaek and his team discovered that 50 million people are living in areas of high poverty with abundant wind resources. Wind for Prosperity was born when Vestas recognized that rural, off-grid communities could experience sustainable prosperity by harvesting the wind in an economically-viable manner.

This week in New York, Vestas' Morten Albaek, in collaboration with the United Nations and Dr. Sultan Ahmed Al Jaber, Managing Director and CEO of Masdar, Abu Dhabi's renewable energy company, will introduce the Wind for Prosperity initiative. Along with an esteemed panel including Professor Jeffrey Sachs, Director of the Earth Institute and Professor of Sustainable Development at Columbia University and Georg Kell, Executive Director of United Nations Global Compact (UNGC), these leading energy experts will discuss poverty, electricity access, sustainable growth, and how other corporations can lend support.

The initial goal of Wind for Prosperity is to deploy wind energy that provides electricity for 100 communities or roughly one million people within the next three years.

Unilever has made headlines for creating one of the industry's most comprehensive programs to drive consumer-led growth that is economically, environmentally and socially sustainable. Called "Crafting Brands for Life," the program embeds sustainable living at the core of the company's marketing strategy. In fact, Unilever dismantled their CSR department to demonstrate that "crafting brands for life" is not an "add on," but an essential part of the Unilever ethos. The marketing department is responsible for taking the lead for sustainability. This thinking has led to a strategy to reinvent marketing to better reflect how people engage with brands.

Babs Rangaiah, Vice President, Global Media Innovation & Ventures shared how Unilever unveiled just last week its biggest corporate brand campaign to date. Called "Project Sunlight," it takes Unilever's sustainability message to consumers as they think about creating a better life for the planet and the people who inhabit it.

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Project Sunlight debuted online November 20 for Universal Children's Day in the UK, Brazil, India, Indonesia and the US and involves such partners as UNICEF, Save the Children, and the World Food Program. It also encourages consumers to engage through a dedicated website, www.projectsunlight.com, as well as through other digital and social media channels, like Facebook, YouTube, and Twitter via #brightfuture.