Consuming Japan
Social Communication Takes Off
Writing in the April 1, 2006 edition of Senden KaigiDentsu corporate identity planner Yoshiro Okada makes the case for social marketing in Japan.
Okada begins by writing that social communication is imperative to counter the consumer distrust created by a continuing series of corporate scandals. He argues, first, that corporations need to renew consumer trust by communicating ideals that consumers can believe in. Second, they should note that today’s stakeholders are constantly reevaluating companies and their brands, so continuous communicated is needed. Finally, he asserts, public expectations concerning the role of corporations is changing. It is no longer enough to make and sell good products. Companies must communicate their commitment to public as well as corporate welfare, understanding public welfare in terms broader than economic growth alone.
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