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Ethics and empathy: It’s time to go hard on soft measures

(Source: Supplied)
The four Ps – product, price, place and promotion – have been the strategic marketing pillars of business for longer than even I’ve been in the game. Their use, and attendant monitoring of their progress, create the hard measures on which retailers and brand marketers live and die.  Seemingly ‘soft and fluffy’ attributes, such as sustainability, ethics and how the business treats its staff, once took a back seat to these differentiators. But in recent years, these soft measur