Triple-P approach: Profit, People and Planet.

Therefore success in the future will depend on governments, institutions and brands acting as facilitators, enabling people to achieve a better quality of life. By doing this, they become empowerment organisation, practicing empathic leadership. This new style leadership – embracing understanding and two-way dialogue – is vital because increasingly people will ask: “How can I get more out of my life?” Plausibility can only be achieved when organisation facilitate, educate and inspire, as well as adopting a sound ethical philosophy. In the future this will become a given – products, services and experiences powered by ethics and human emotion will win out. After the global recession we clearly see that Profit is now calculated in a very different way than yesterday. So, to build trust, everyone – even banks – must adopt a Triple-P approach: Profit, People and Planet.

It seems that the relevance of his last thought is growing exponentially but the pleasure of the first has diminished decades ago. On our minor Planet of a very average star, one among the 200 billion stars in the Milky Way galaxy, population of 7 billion humans is reaching planetary boundaries. For each of us the Future matters. However, this Future is not completely unknown, it is already mapped by human past and present irreversible impact on the Planet. Hence, can we still neglect the fact that demography, economy and environment are united elements of the planetary system? Can we still convulsively hang on to the presumption that we have decades to change, and decades more to worry about the impact? As the quantity of information at our fingertips increases, so too do the challenges of keeping up with analysis, pattern spotting and extracting useful information. So how will the future shape this process and our approach to business?

First we must understand that we are active participants in shaping the future – we make it happen. This requires vision, but also an understanding of both key society drivers and the mindsets of the people we want to address. With data overload everywhere we look, we need a system that talks back to us in an informed way – a platform that links our data in an integral and inspirational way. The future has always been uncertain. But it is more than ever now because of the speed at which we live. In the past, developments would take decades or centuries. This applied both to technology transfer – e.g., that of the printing press from China to Europe – as well as to the rise and fall of empires. But now in our lifetimes, the speed of change is approaching unfathomable rates. The last decade has witnessed some hallucinating changes in every domain – economics, geopolitics, social customs, and of course technology.

This Guide is developed in the framework of realization of the Capacity building project “Youth Marketing Leaders for Sustainable Development”, supported  by the European Commission programme “Erasmus+”. This guide presents a mix between the Open Working Group proposal for Sustainable Development Goals and selected texts and facts on this topic. The core aim of this project is to increase the creativity of young people and to contribute to developing the capabilities of civil society organizations in the youth field through gaining marketing management knowledge about the three pillars of sustainable development: economic, social and environmental benefits.

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