Today’s announcement by the Business Roundtable (a collection of almost 200 CEOs from major American corporations) is a bellwether event for the marketing community.
After over 40 years of pursuing the philosophy of “shareholder primacy” (where shareholders were the only stakeholder that mattered, and maximizing share price was the only goal that mattered), businesses are now publicly recognizing that all stakeholder groups are important to long-term success.
As businesses move forward, it’s likely they’ll need some real expertise in how to pivot from serving one group to many. It won’t come from finance. It won’t be IT.
It will be marketing. After all, while these stakeholder groups are diverse, they all share at least one thing: They’re human beings.
And THAT is marketing’s specialty.