The 'Sustainability' of Giving Back: How Marketers Look After Their Own
Sustainability in business is often referred to as "the triple bottom line"—financial, environmental and social.
This past week, I had the opportunity to see firsthand how we—as marketers—address social sustainability, specifically our fostering of human resources and marketing talent. It is a critical need.
First, we had the Marketing EDGE Annual Awards Dinner. Nearly 250 marketing leaders gathered to honor two recipients for Marketing EDGE's two most prestigious education leadership awards: Michael Becker, co-founder and managing partner North America, mCordis, as the 2014 Edward N. Mayer, Jr. Education Leadership Award honoree; and Google as the 2014 Corporate Leadership Award designate.
Many of the emcees of the evening, uniquely, were alumni of Marketing EDGE programs (Marketing EDGE engages thousands of students and professors every year). Altogether, the evening generated not only hundreds of thousands of dollars in scholarship monies, but also mini-testimonials from students and young professionals including one individual who confessed he almost became a Eurobond trader until he was engaged in a Marketing EDGE program. He described himself as an "accidental marketer."
Think about the term, "accidental marketer." Today's generation of students and "market-ready" career entrants are increasingly marketing educated, and even direct and interactive marketing educated, armed with internships and professional experiences the moment they reach the marketplace. Marketing EDGE programs alone touched more than 5,000 students last year—and 6,000 are anticipated for 2015. Many are marketing majors, while others are in STEM fields, creative and other disciplines, but with exposure to marketing curricula and some marketing experience.
Compare that to 20—even 10—years ago. This business was built largely by "accidental marketers" who found a home in measurable, accountable direct, interactive and data-driven marketing, and found entrepreneurial opportunities in our field. We did OK, even spectacularly, but our successes have only made the appetite for top talent grow more ravenous. Thus, the more we "give" to marketing education today—in donated time and money, in adjunct teaching, in internships, and in involvement with colleges, universities and "bridges" such as Marketing EDGE—the better chance we have to attract the best and brightest to our field, and to our companies. Giving back pays immediate dividends. (Don't forget #GivingTuesday is December 2!)