Lasting profits and consumer confidence
“In today’s business landscape, it is clear that sustainability is taking on an increasingly central role. Companies have understood that to obtain lasting profits and maintain consumer trust, it is necessary to adopt marketing strategies that are in line with the principles of sustainability”: Like this Marco Santucci, CEO Jaguar Land Rover, speaking at the second edition of Business Ethics Summit (the international event on ethics applied to business, which has just taken place in the Vatican City, at the headquarters of Pontifical Academy of Sciences) revealed the fundamental relationship between automotive and sustainability.
We no longer just look at profits
“Often – he continued Santucci – it is thought that the main objective of companies is to maximize their profits, but this perspective is changing. Brands now have a responsibility to contribute to social and environmental well-being, considering the implications of their actions on the planet and society. The introduction of new technologies, for example, has led to greater consumer awareness. They want products that keep up with the times, but are also environmentally friendly. Take the automotive industry for example, where the transition to electric vehicles is generating great interest from consumers.”
The Business Ethics Summit
The Business Ethics Summit is a one-day event organized with the academic partnership of Boston College and involves 70 high-profile international participants, including CEOs, representatives of Vatican, academic professors and the most important institutional players, to share their visions on business ethics. The format involves a three-minute speech for each participant. A way to stimulate quick debate and give concrete examples. And on this point the CEO of Jaguar Land Rover Italia did not hold back: “Many people – Santucci explained – they had the opportunity to notice how opening the trunk of an electric car is done differently compared to a traditional car. Imagine what could happen if someone were to stay trapped in an electric car due to a breakdown. Safety and regulatory compliance therefore become priorities for companies, in order to avoid accidents and possible legal disputes.”
Concrete examples of innovation
“Technological progress – the manager then continued – has made it possible to introduce new features into vehicles, but it is fundamental ensure that these innovations are safe and environmentally friendly. This requires careful analysis of the ethical and medical implications, as well as significant investment in research and development. Sustainability does not only concern the automotive industry, but involves all sectors. Companies must take a long-term view, considering the effects of their actions not only on their business, but also on people and the environment. Only in this way will they be able to obtain a lasting competitive advantage.”
The strategy for the future
And for tomorrow? “Investing in the technologies of the future – concluded Santucci – is essential to remain relevant in the market, but it is equally important to consider the social and ethical impacts of such investments. Companies must be aligned with current regulations and respect sustainability standards, so as to guarantee a better future for all. In conclusion, sustainability represents a key element in the current market. Companies must adopt sustainable marketing strategies in order to maintain consumer confidence and achieve lasting profits. Attention to safety, ethics and the environment is fundamental to creating a better world, in which businesses are able to thrive without compromising the well-being of people and the planet.”
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