Business

Undoing marketing: Why we need to embrace responsible marketing

Published

4 years ago

2022/06/3

By Thanzyl Thajudeen

Marketing – directly or indirectly – is undoubtedly responsible for creating both favorable and unfavorable conditions we face today either at a macro or micro level, and unfortunately, it’s more towards the latter part. It has certainly aided or contributed to creating various unnecessary needs and wants, disruptive behaviors and habits, and a diminishing concern or care for self and those around including the environment. Marketers have often failed to take responsibility towards societal and humane values when developing their strategy or activity, and have simply surrendered to their own ego, pride and master.

The ‘undoing’ of all these is yet another whole different market, under the umbrella of a new sustainable economy, and this too is done not because of the guilt feeling but rather another approach to sustain or get a piece of the pie, or feel good in fulfilling that void, or to show others that they really mean it by dressing it up with terms like sustainability, inclusivity, and value creation. This great concern in industry, societies and economies are similar to that of the climate change and its challenges we are facing. Doing less harm or mitigating them simply isn’t enough. It’s just not about sustainable business practices or minimizing the limited resources the planet holds, it’s more about unpolluting the mindsets of the people who have long been victims of irresponsible marketing tactics.

For those narrow-minded who say that marketing cannot be blamed for, really doesn’t know the meaning of what marketing is. It’s the entire process of stakeholder value creation and undoubtedly, marketers are in a better position than any others in an organization to gauge and evaluate such, as they interact with numerous internal and external stakeholders day in and day out.

Marketing has long been criticized for provoking and creating disruptions, delusions and deceptions just so that they could exploit and make immoral profits, and the aftermath and consequences of such is seen widespread. On the contrary however there are those brands that are more humane in nature, and their idea of making sustainable and meaningful profits whilst taking responsible marketing as a necessity have paid off with stronger and deeper relationships not just with their customers who they put at the center of everything they do, but with all stakeholders. It all begins with the conscience within the marketing mind and understanding that every plan or action will either have a positive or negative impact, of which the latter is often unseen or ignored. Marketers should adhere to responsible practices.

Responsible innovation has a great role to play in doing such too. Let’s forget about the comfort zones that many marketers are in, lost into their own paradigm and a know-it-all attitude that often suppress ideas and being aversive to change. This is not just for marketers but for all entrepreneurs as well. The world needs responsible innovation as opposed to disruptive innovation which though it has its ups, has resulted in taking away our abilities, knowledge and the very nature of our being. Don’t pursue innovations that makes humans more reliant and dependent on the technology. These are creating empty minds today, and worse it’s also altering our attitudes and behaviors of the human values we’ve been sustaining for generations.

Spending a great amount of time and effort in hearing out to your stakeholders, not just consumers, is something any marketer cannot ignore. Empathy and emotional intelligence have never been more important. They should mindfully engage in deeper conversations and establish platforms to exchange ideas, feedback and suggestions with a mindset of goodness which is well reflected in one’s character and conduct. It’s also important to surround yourself, both immediate and distance, with those who share a similar passion and belief of having a moral obligation to undo the damages caused to the mindsets and perceptions of people, whether through the products and services you offer, the media and messaging you use, and the entire business infrastructure and value chain you’ve built. Whether you’re in a B2B or B2C setting, it’s all about human-to-human communication today where technology is simply the enabler.

Stress is a major phenomenon among today’s generation, fueled by the various complex issues that are only rising further and further – and yes, marketing, media, technology and entertainment has contributed to this greatly. Numerous research has found that Generation Z has the highest stress and anxiety than any other groups, followed by Millennials and marketers need to understand what this means when it comes to their customers and employees and be able to connect the dots with their behavior and emotions. Unfortunately, this crucial aspect is often ignored or not given much attention to.

Marketers are also often lost into the competition mindset and this type of thinking is so outdated today. This has only resulted in increased ego. It’s a shared economy everywhere, and marketers should find the ways and means in how best to share their resources and capabilities with others in their ecosystem and achieve a more sustainable value driven proposition in their pursuit to realize the results of their responsible marketing activities.

Marketers can, or should, play a key role in undoing and restoring all that is lost or stolen from our inner-human and societal values and not turn a deaf ear to everything that’s happening today. Acquire more self-awareness on being responsible, instill such values in your mind and all those who you lead, pursue on initiatives and decisions that will only improve people’s hearts and minds, and leave behind a legacy of goodness. With many hopes, I conclude this message to all my fellow marketers and entrepreneurs.

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Business

The Ceylon Chamber’s Commercial Document Registration Division expands export support

Published

5 hours ago

2026/07/11

Thilina Walpola

The Commercial Documents Registration Division (CDRD) of The Ceylon Chamber of Commerce has expanded its export support services with the introduction of the Free Sale Letter for Pharmaceuticals, providing Sri Lankan pharmaceutical manufacturers and exporters with an additional document certification service to support their export processes and compliance requirements in international markets.

The new service expands CDRD’s portfolio of trade documentation solutions, which includes Certificates of Origin and the certification of key commercial documents required by overseas buyers, customs authorities, and regulatory bodies. These services assist exporters across sectors by helping ensure their documentation meets applicable requirements for international trade.

Established in 1925 as one of the authorised institutions to issue Certificates of Origin in Sri Lanka, CDRD has supported the country’s international trade for nearly a century. Today, the Division provides certification and verification services to exporters, manufacturers, freight forwarders, logistics providers, and other trade stakeholders, supporting businesses in meeting documentation requirements for global markets.

In addition to pharmaceutical certification, CDRD facilitates the certification of Commercial Invoices, Packing Lists, Price Lists, Health Certificates, Phytosanitary Certificates, Certificates of Analysis, Bills of Lading, Survey Reports, Beneficiary Certificates, and other export-related documents. The Division also issues Free Sale Letters and Surveyor Appointment Letters, while supporting exporters through the Ministry of Foreign Affairs’ Electronic Document Attestation System (e-DAS), enabling secure and efficient document authentication.

Through established processes, digital solutions, and its e-service platform, CDRD continues to enhance the efficiency and accessibility of trade documentation services. Available 24/7 and 365 days of the year, the platform enables exporters to submit and manage documentation requirements conveniently while ensuring that certified documents meet internationally accepted requirements. By providing reliable documentation support and adapting its services to changing trade needs, the Division assists Sri Lankan businesses in managing export requirements and accessing international markets.

For more information on obtaining commercial document registration services, contact Achala via achala@chamber.lk / 0115588886

Business

Siyapatha Finance unveils newest branch in Bandarawela

Published

5 hours ago

2026/07/11

Thilina Walpola

Siyapatha Finance PLC recently expanded its island-wide footprint with the successful inauguration of its 64th branch in Bandarawela. Strategically located in scenic hill town in the Badulla District, the latest branch offers convenient and wider access to tailored, customer-centric financial solutions.

The branch was ceremoniously declared open by Siyapatha Finance PLC Chief Executive Officer (CEO) Mathisha Hewavitharana, joined by Chief Operating Officer (COO)Rajeev De Silva, Ms.D.M. Dewmi Tharindi, a student of Bandarawela Dharmapala Vidyalaya who won the Under-18 Girls’ 3,000m event at the Junior National Athletics Championship, the Senior Management and staff members as well as Traffic OIC Kandasami, Trade Association Secretary Sunanda Rathnayaka, representatives of the government and private banks and insurance companies and well-wishers.

Sharing his thoughts, Siyapatha Finance PLC CEO Mathisha Hewavitharana remarked: “We are deeply honoured to be of service to the people of Bandarawela. Opening this branch is a pivotal step in our 2026 expansion strategy and a reflection of our commitment to strengthen our presence in Sri Lanka. It is a region that showcases potential for greater economic development primarily through the country’s traditional agricultural practices. We look forward to reaching as many different communities as possible in the coming years.”

The Bandarawela branch offers a comprehensive product portfolio including leasing, fixed deposits, gold financing, business loans, personal loans, fast draft, and factoring to Smart Pay, the Company’s bill payment facility. With a thorough understanding about the current socio-economic dynamics of the region, the well-trained team at the newest branch is dedicated to providing flexible financial solutions to aspiring individuals as well as small and medium-scale enterprises (SMEs).

Business

Dialog recognised as Sri Lanka’s Most Loved Service and Telecommunications Brand for third consecutive year

Published

5 hours ago

2026/07/11

Thilina Walpola

Dialog Axiata PLC, Sri Lanka’s #1 connectivity provider, has once again been recognised as Sri Lanka’s Most Loved Brand in the Service and Telecommunications sectors, while also ranking among the top Corporate Brands in the LMD Brands Annual. Marking its third consecutive year at the top of both categories, the recognition reflects the company’s commitment to enriching Sri Lankan lives and enterprises through technology, while creating value for customers, communities and the nation.

The accolades were awarded through the LMD Brands Annual survey, conducted independently by PepperCube Consultants on behalf of Media Services. Based on responses from 400 readers across Sri Lanka, representing a broad demographic and geographic mix, the survey identified the brands that resonated most strongly with consumers in terms of trust, loyalty and brand affinity.

Lasantha Theverapperuma, Group Chief Marketing Officer of Dialog Axiata PLC said, “Being recognised as Sri Lanka’s Most Loved Brand across both the Service and Telecommunications sectors is a meaningful endorsement of the trust and confidence that Sri Lankans continue to place in Dialog. This recognition reflects our commitment to understanding and serving the evolving needs of our customers while expanding access to digital connectivity, services and opportunities. As we continue to innovate and grow, we remain focused on creating value for communities and supporting Sri Lanka’s digital and socioeconomic progress.”

The recognition also reflects Dialog’s continued focus on innovation, customer-centricity and investments that support Sri Lanka’s digital future, including expanded 5G connectivity, AI-powered digital experiences and broader access to digital services.

Beyond connectivity, Dialog continues to support communities, livelihoods and the environment through initiatives such as Govi Mithuru, which provides AI-driven agricultural advisory services to over one million farmers, and Shishyadhara, which has enabled subsidy distribution to more than 450,000 underprivileged students. The company also continues to advance its Net Zero 2050 ambition through energy optimisation, renewable energy adoption and the expansion of solar-powered network infrastructure.

Further underscoring the brand’s standing among Sri Lankan consumers, Dialog was also recognised as the ‘Service Brand of the Year’ for the fifth time and the ‘Telecommunication Brand of the Year’ for the 15th consecutive year at the SLIM-KANTAR People’s Awards 2026.