Research

From transactions to deep trust

The traditional “go-to-market” approach we’ve used for the past 100 years is about building a product and taking it to market based on a customer value-proposition.

Because the business is built on the volume of its transactions, the business does not focus on long-term community relationships.

In fact, it is often at odds with community aspirations, and must play “nice” by being a good corporate citizen – via csr and public relations

In issue after issue, the data is clear: deep trust organizations outperform low-trust organizations.

Total return to shareholders in deep trust organizations is almost three times higher than the return in low trust organizations.

RESEARCH AGENDA
The Regenerative Marketing Institute will create a research agenda starting with local, community-based initiatives to explore and develop practical knowledge on regenerative marketing – principles, frameworks, emerging practices, and case studies – from around the world.

SEE: “Regenerative Marketing: Lessons Learned from Italian Business” – Enrico Foglia, Christian Sarkar, and Philip Kotler (The Marketing Journal)