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Bringing ethics back into entrepreneurship?

The Copenhagen summit only led to a stalemate: politicians failed to enforce development management laws. However, a global political consciousness came to life during this international meeting and many rivalries between States were smoothed out.
But will this make capitalism into a virtuous system? Of course it won’t! As a “techno-scientific” system capitalism fundamentally lacks an ethical dimension. The supreme goal of companies is to be profitable, that of the marketer is to sell and meet consumer needs, that of the technician to increase and rationalize productivity… At every level it is but a matter of interest as opposed to duty. Morals have been totally left out by the economic model derived from capitalism.
Politicians failed to make things move forward in Copenhagen and there is nothing capitalism can do about it. Capitalism is powerless here. Therefore Humankind must take action and retrieve a virtuous, ethical way of producing and consuming… We must infuse new meaning and a true collective spirit into economics, we must admit that we can – and must – live differently. Only such a coming of awareness can help us “get politicians started” and force companies into developing new environment-friendly entrepreneurship patterns.

Designers should benefit from such a context. Likewise, the opportunities offered to companies by “sustainable development” and by green economy are about to trigger a new era as far as development is concerned.
To move ahead, companies must reshape economy – create, produce, sell, manage differently – and probably make social matters into key issues.
Designers have the duty to think up new products, new packaging, new spaces, new multimedia tools… Because they know how to anticipate upcoming scenarios designers have conquered strategic positions within companies. Since designers are dedicated to creation, innovation, the methods they abide by are neither fundamentally scientific nor fundamentally economic, wherein they remain free from the abusive determinist spirit of production-and/or market-induced logics that keep many companies to a standstill. Designers are craftsmen in the service of development within companies willing to go beyond their traditional cultural background.
Engineers are the key players in innovation and technological advancement, “marketers” in sales development and economic activities, designers conduct key research activities about the major human-and user-centered social and economic issues. Reflecting upon innovation implies keeping an expert eye on technology, economy and human sciences and thereby designers broaden the scope of value creation, thus bringing ethics back into it. Since Human beings seen as users are the core of the designer’s approach to creation, designers have the duty to promote a type of economic development that works in the service of Humankind. Their action is essential in reviving virtuous entrepreneurship models and in producing wealth with a view to fostering progress for all.

2 thoughts on “Bringing ethics back into entrepreneurship?

  1. How come that marketing is still seen as sales management (” “marketers” in sales development and economic activities “) in your post ? Should marketers think like designers too ?

    Let me quote Theodore Levitt and his Marketing Myopia : “The marketing effort is still viewed as a necessary consequence of the product – not vice versa, as it should be” (HBR, 1960!)

    Since few company see the strategic advantage of design thinking today, I think marketing should bridge that gap, as it always should have been !

  2. I remember the lecture of the Marketing ChieF Officer of Ford Europe some weeks ago:
    ” We produce and sell Four wheel drive cars because there is a demand. As a marketer, my job is to respond to a demand” …How to blame him…

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