• by Bob Liodice , October 4, 2010

The Marketers' Constitution sets forth what the ANA believes are ten essential "musts" of marketing for the next 100 years. These will help ensure that the industry thrives and continues to contribute to the growth of the nation's businesses -- as well as to the economic and social well being of our society. Read the entire Marketers' Constitution and show your support for its tenets by digitally signing it.

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The eighth tenet of the Marketers' Constitution states that marketing must be indisputably socially responsible. The foundation of all marketing is consumer trust. Consumers must truly believe that the companies they choose to do business with respect their personal values and are sensitive to larger societal issues. As an industry, it is necessary to continue committing resources to socially responsible endeavors like the ANA Alliance for Family Entertainment, the Children's Food and Beverage Initiative, the Ad Council, the Partnership for a Drug-Free America and the industry-wide marketing principles to advance privacy in ad-supported interactive media.

Across the marketing industry, the importance of consumer trust is unmistakably evident in corporate mission statements and socially responsible practices. However, times change, issues arise, and new knowledge becomes available. Marketers must constantly adapt to a rapidly changing world. In such an environment, it is imperative for marketers to be accountable and responsible and held to the highest of standards.

A good example of the industry's social responsibility is the ANA Alliance for Family Entertainment. Thanks to the influence of a group of leading marketers, consumers have television entertainment options that the entire family can watch without embarrassment or anyone reaching for the remote. Programs like "Gilmore Girls," "Friday Night Lights" and "Brothers and Sisters" are classic examples of family-friendly programs created by the alliance. Recently, the alliance expanded its mission to find, nurture and support family programming on traditional, new and emerging media platforms. Marketers are continuing to pour substantial resources to attain more family friendly programming and fully support the alliance's mission.

Another example of societal accountability is the Children's Food and Beverage Initiative that marketers launched to promote healthy lifestyles for children. Companies that advertise to children leverage a transparent and accountable advertising self-regulation mechanism. Under the terms of the initiative, participating companies agree to dedicate at least 50% of their advertising to children under 12 to enforce better dietary choices. Those messages must promote good nutrition and healthy lifestyles.

The industry's "good work" is broad, deep and profound. Marketers, agencies and media companies generously volunteer their resources to address some of the nation's most challenging social problems. This is seen through the many campaigns of Ad Council, the industry's public service arm created in 1942, and the Partnership for a Drug-Free America, whose 21-year mission is to reduce illicit drug use among young people.

The industry is tackling high-profile issues like online privacy related to behavioral advertising. In 2009, an unprecedented collaboration of the nation's largest media and marketing trade associations released self-regulatory principles in ad-supported interactive media. This is an ongoing initiative, and one that we will hear more good news about in the near future.

It is imperative that marketers take the high ground and consistently contribute to society's well-being. As an industry, we must give back and recognize our responsibility to act as conscientious marketers. Whether it is marketing to children, seniors, diverse cultures or anyone else in our communities, the job must be done with great care and sensitivity. As the eighth tenet states, consumer trust in marketing depends upon the ability of marketers to be irrefutably socially responsible.