Corporate social responsibility and sustainability are ethical choices that companies make about how they do business. Current thinking indicates that, as a society, we are beginning to appreciate more fully that there must be limits to our consumption of natural resources, and that business activities must take greater account of this impact on society and economies, as well as the environment in which we live. It is well documented that the corporate sector is in a position of unparalleled dominance and that the global resources of a rising number of multinational companies dwarf many of the national economies in which they operate.
企业的社会责任感和可持续性是企业在经营过程中做出的的道德选择。近来的思考显示，作为一个社会，我们正在开始更加充分的认识到我们对自然资源的消耗必须有限制，同时商业活动必须更多的考虑到这种对社会和环境的影响，我们生活的环境也是这样。有据可查的是，公司部门处于一个无可比拟的统治地位，同时越来越多的跨国公司使得他们经营所在国家的经济相形见拙。
Marketing liberalisation and privatisation have created new global markets, and extended the role of the private sector in public services and civil infrastructure projects. As a result, businesses are now heavily involved in public policy issues throughout the world. For the reasons, business must be accountable-not just to shareholders but to consumers, employees and other stakeholders. This means that as corporations continue to grow in power, their responsibility grows too, increasing the number of ethical considerations they must face. Companies who ignore this development will increasingly find themselves challenged by different groups of stakeholders questioning the values and practices of business.
市场的自由化和私有化已经创造了一个新的全球市场，并且已经扩大了私营部门在公共服务和民用基础设施项目中的作用。结果，企业现在在全球范围内大量参与公共政策问题。因为这些原因，企业必须负责-不只是股东，而且是消费者，员工和其他利益相关者。这就意味着随着企业不断的发展壮大，他们的责任感也同样应该增强，从而增加了他们必须面对的道德考量。忽视发展这些的企业将会不断的收到他不同利益相关者群体的质疑他们的企业价值观和商业做法。
These issues present major challenges for the role of marketing, and an opportunity for a timely response for individual marketers to consider what this means in their day-to day work. Marketing is the guardian of the brand, so a company's marketing team must be able to take account of how social and cultural changes impact on the health of the brand. How is this to be addressed by marketing engage with the company's stakeholders? A more holistic, inclusive approach across the business is required to safeguard the brand's intangible assets of trust, goodwill and long-term value to the business. Marketers may aim to establish whether they can connect with customers in a way that extends the marketer's role beyond merely communicating the offer to prospective buyers. Marketing's role could well come to be seen more broadly in terms of connecting with stakeholders not only in terms of value, but values.
这些问题给营销者巨大的挑战，也为个人的营销人员提供了及时响应的机会，用来考虑他们每天的工作意味着什么。市场是品牌的保护者，因此一个公司的市场团队必须要考虑到社会和文化是如何影响他们品牌的健康。如何通过公司利益相关者来进行市场营销解决这些问题？为了保护品牌的无形资产，即对企业的信任，商誉和长期的价值，需要在整个业务中采取更全面，更包容的方法。营销人员可能目标在于建立是否他们能够通过扩大营销者的角色来跟客户取得连接，而不是仅仅将报价发给潜在的买家。通过跟利益相关方建立联系的过程中，市场的角色可能被看的更加广阔，不仅仅通过价格，而通过价值。
In a world where intangible assets and corporate reputation are critical components of corporate success, it is inevitable that these newer approaches to marketing are becoming involved with ethics and sustainability issues. It means that marketers can enjoy new opportunities to add value to brands. There are tangible benefits to be gained in product development, innovation and competitive and advantage when broader sustainability and ethical considerations are taken into account.
当今世界企业的无形资产和企业的信誉是企业成功的重要组成部分，这就不可避免的那些新的营销方法正在带来道德和可持续性的问题。这就意味着营销者能喜欢新的给品牌增加价值的新的机会。当考虑到更广泛的可持续性和道德时，在产品开发，创新和竞争以及优势方面将获得切实的利益。
But if marketing is about selling more and sustainability is about consuming fewer resources and producing less pollution, how on earth are marketers supposed to pursue both goals at the same time? Perhaps it's easy to overestimate the depth and scale of the opposition between these goals and to underestimate the degree to which marketers can align traditional corporate objectives with those of ethics and sustainability. Marketing's core role is to align what the market wants-the route to increased sales.
但是如果营销是关于卖的更多，同时考虑到可持续性是关于消耗更少的资源和减少更少的污染，营销者应该如何去同时实现这两个目标？也许很容易高估这些目标之间的对立的深度和广度，同时低估营销人员将传统公司目标，道德和可持续型目标一致的程度。市场的核心角色是调整市场需求--即增加销售量的方法。
It all means that the firm must invest money, people and resources only in the things that add value for customers. It requires the business not to waste any effort, money or resources doing things that don't add value for users. Responsible marketing, in other words, is actually all about helping business avoid and eliminate waste, as well as continuing to manage natural or man-made resources. It is an important role for marketers and one that has not been fully recognised or appreciated in terms of potential to create innovative solutions.
所有的这些意味着公司必须将投资金，人力和资源投入到为客户增值的产品上。这要求公司不浪费任何精力，金钱和资源做一些给用户增加价值的事。换句话说，负责营销人员实际上事帮助企业避免浪费和消除浪费，以及继续管理自然或人工资源。这对市场营销人员来说事一个重要的角色，而对于创造新解决方案的潜力而言，这是尚未得到充分认可和欣赏的角色。
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