The notion of Marketing for Good is not new. It is, however, a courageous approach that often draws skepticism from bankers and accountants. It is not for the feint of heart and it usually takes a genuine commitment from an iron-willed CEO who believes that doing well by doing good is not just the right way to do business but they only way they can do business. These types of champions are rare and yesterday they got even rarer with the passing of Anita Roddick, the founder of the Body Shop.
Described as “the crusading entrepreneur” in her New York Times obituary, Ms. Roddick built the Body Shop into a global brand with absolutely no traditional advertising. Instead she focused her energies on developing unique products, an engaging in-store environment and an evangelistic commitment to making the world a better place. Anita was never hesitant to take an unpopular stand on an issue and to encourage others in the Body Shop community (employees, franchisees, customers) to do the same.
A woman of fierce passions, boundless energy, unconventional
idealism and sometimes diva-like temperament, Ms. Roddick was one of
Britain’s most visible business executives, and not just because of
the ubiquitous and instantly recognizable Body Shop franchises.
Working on behalf of numerous causes — the rain forest, debt relief
for developing countries, indigenous farmers in impoverished
nations, whales, voting rights, anti-sexism and anti-ageism, to name
a few — Ms. Roddick believed that businesses could be run ethically,
with what she called “moral leadership,” and still turn a profit.
Starting in 1976, Anita built the Body Shop into a global brand, taking it public in the 1990’s and eventually selling it to L’Oreal in 2006 for $1.1 billion.
“Anita did more than run a successful ethical business: she was a
pioneer of the whole concept of ethical and green consumerism,” Tony
Juniper, director of Friends of the Earth, wrote in The Evening
Standard on Tuesday. “There are quite a few business people today
who claim green credentials, but none came anywhere near Anita in
terms of commitment and credibility.”
Anita was a brilliant marketer who *inspired* millions with her dedication. She completely understood the power of word of mouth and was not above partnering when it would help her cause. Back in the early 90’s, my wife worked with her on an American Express commercial that featured Anita as a card member, a business owner and supporter of indigenous farmers in poor countries. My wife was pregnant at the time and when she arrived in London to meet her, Anita “couldn’t have been nicer” and more accommodating. My wife immediately became another member of Anita’s “army,” a life long fan of both the person and the great company she so ably led. So did I. We will miss you Anita.