My generation of leadership has failed

Big corporates have dodged their social responsibility over the last decade, and customers are beginning to notice, according to O2 boss Ronan Dunne. In a blistering criticism of how big business operates, Dunne slammed the current generation of UK CEOs, claiming they have not historically used their influence for good.

 

Speaking at an event by The&Partnership, Dunne said: "People of my generation of leadership have fundamentally failed, in that corporate private sector has not delivered its contribution to society over the last 10 years.

 

"We have been found out as a generation of leaders and corporates. That is simply unacceptable. Those of us who do get it need to hold ourselves to account."

 

According to Dunne, customers are increasingly interested in doing business with brands which do not only provide a good service, but do good more generally.

 

He said: "The younger generation is very clear that doing well and doing good are not mutually exclusive, you do them in parallel, not sequentially.

 

"We need to tap into that internally and with our customer base."

 

O2 currently runs a sustainability and youth programme called Think Big, which Dunne says has allowed his company to pressure other corporates to "behave".

---

This is an extract from Marketing Magazine. www.marketingmagazine.co.uk Read the full piece on their website.