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

SriLankan Airlines Enhances Australia Connectivity with 14 Weekly Flights

Published

16 hours ago

2026/03/12

Thilina Walpola

11 March 2026; Colombo – SriLankan Airlines is set to increase its weekly service between Colombo and Melbourne to 10 flights, effective from 2 August 2026, with the addition of three more scheduled flights in response to growing demand and evolving market dynamics. The expansion reinforces the airline’s commitment to strengthening its footprint in Australia, recently identified as one of the fastest-growing inbound tourism markets to Sri Lanka, driven by leisure travel and a rising volume of visits by family and friends.

The newly added flights will operate every Tuesday, Thursday and Sunday, departing Colombo as UL608 at 14:10 hrs and arriving in Melbourne at 04:30 hrs the following day. The return service, UL609, will depart Melbourne every Wednesday, Friday and Monday at 06:00 hrs, arriving in Colombo at 12:15 hrs the same day, offering convenient onward connections across the airline’s network. The schedule is designed to maximise time spent in Sri Lanka for leisure travellers while enhancing connectivity for passengers travelling onwards to India via Colombo.

In addition to the new frequencies, the airline will continue operating its daily service, UL604, departing Colombo at 00:20 hrs and arriving in Melbourne at 14:40 hrs, with the return service UL605 departing Melbourne at 16:10 hrs and arriving in Colombo at 22:25 hrs. These services provide seamless connectivity to key destinations across India and beyond.

This addition of flights will provide Sri Lankans with better options when choosing flights between the two countries and enable them to plan their travel more conveniently. The increased frequency will be especially beneficial for the Sri Lankan diaspora living in Australia, providing greater flexibility to visit family and friends while maintaining strong connections with their homeland.

Additionally, Sri Lankan students studying in Australia will find these enhanced services advantageous, as the expanded schedule accommodates academic calendars and holiday breaks, making it easier to travel home and return to their studies. Overall, improved connectivity supports both the expatriate community and students by offering more convenient and accessible travel options tailored to their needs.

The increased frequencies will further strengthen Colombo’s role as a regional hub, enabling Indian travellers to seamlessly connect via Sri Lanka to Melbourne, with convenient schedules and efficient onward connections. For more information and bookings, visit www.srilankan.com or follow us on our social media.

Business

Nestlé Lanka marks 120 years of nourishing Sri Lankan families and livelihoods

Published

16 hours ago

2026/03/12

Sahan Weerasooriya

Nestlé Lanka Chairman and Managing Director Bernie Stefan (left) and Ruwan Welikala, Director – Corporate Affairs and Communications, provide an overview of Nestlé Lanka’s 120-year journey in Sri Lanka at a media briefing held on March 10 at Cinnamon Life – City of Dreams, Colombo. Pic by Nishan S. Priyantha

Nestlé Lanka Limited this year marks 120 years of operations in Sri Lanka, highlighting a century-long presence that has extended beyond food manufacturing to supporting farmers, communities, youth employment and environmental sustainability.

Established in 1906, the company has grown into one of Sri Lanka’s leading food and beverage manufacturers, today producing more than 90% of the products it sells locally. Over the decades, Nestlé Lanka has built a strong domestic footprint through local sourcing, long-term farmer partnerships and continued investment in manufacturing.

Through widely recognised brands such as Nestomalt, Milo and Maggi, the company has become a familiar presence in Sri Lankan households, offering products designed to meet local nutritional needs. Many of its products are fortified with micronutrients aimed at improving dietary intake, while brands such as Milo and Nestomalt have also supported youth sports and active lifestyles in the country.

Nestlé Lanka’s engagement with local agriculture has also played a role in strengthening rural livelihoods. The company works closely with dairy and coconut farmers, providing technical assistance, skills development and reliable market access as part of its responsible sourcing efforts.

The company has also expanded programmes aimed at improving youth employability. Through the “Nestlé Needs YOUth” initiative, young Sri Lankans are provided with access to training, learning and career opportunities. Partnerships with organisations such as BConnected have also helped promote inclusive employment opportunities for people with disabilities.

Sustainability has become an increasingly central focus of the company’s operations. Nestlé Lanka’s manufacturing facility in Kurunegala operates on 100% renewable electricity, while a biomass boiler commissioned in 2024 has helped reduce carbon emissions from manufacturing. The company aims to achieve net-zero carbon emissions by 2050.

Efforts to reduce environmental impact have also extended to packaging. Nestlé Lanka pioneered the shift from plastic to paper straws in aseptic beverage cartons in 2019 and supported the establishment of Sri Lanka’s first recycling plant for such cartons. The company aims to become fully plastic neutral by 2026.

Chairman and Managing Director Bernie Stefan said the milestone reflects the long-standing trust Sri Lankan consumers have placed in the company and the partnerships it has built across the country over generations.

By Sanath Nanayakkare

Business

Over a century of Business History goes to the National Archives

Published

16 hours ago

2026/03/12

Sahan Weerasooriya

At the symbolic handing over: Director General of the National Archives Department Dr. Nadeera Rupesinghe (L) and chairperson, Ceylon Chamber of Commerce Krishan Balendra.

The Ceylon Chamber of Commerce has formally handed over its historical records to the National Archives Department of Sri Lanka, placing over a century of the nation’s commercial history into the care of the country’s official custodians of heritage.

The historical archive being handed over spans from the Chamber’s founding in 1839 to 1973, and includes correspondence, meeting minutes, reports, ledgers, and publications that chronicle the development of trade, enterprise, and industry in Sri Lanka. Together, these records provide a rare and detailed account of how the island’s economy evolved and how its business community helped shape national progress.

The Ceylon Chamber of Commerce was established on 25 March 1839 on the principle that the interests of commerce and trade are best advanced when merchants unite and cooperate in matters affecting the common good. At the time, Ceylon was among the earliest regions in Asia to establish a chamber of commerce, alongside counterparts in Bengal, Bombay, Madras, Canton, Penang, and Singapore.

From its earliest years, the Chamber played a central role in organising and guiding trade. It played a central role in establishing and growing the export economy built on commodities such as coffee, cinnamon, coconut oil, tea, and rubber, and hosted the island’s renowned tea and rubber auctions. It also developed rules and standards for trading practices, helping create an environment of trust and reliability that enabled Sri Lanka’s commerce to thrive.