World Economic Forum in Davos

For the first time, The Advertising Community is addressing the delegates of the World Economic Forum in Davos on the theme of Communication and Responsibility. Can responsible advertising change behaviour to benefit business and consumers? No doubt about that. But other forms of communication can be just as influential. Our study of corporate reputation and communications shows how how powerful word-of-mouth communication can be. It can be fuelled by advertising, but also by consumers' personal experience of companies and their business activities. Increasingly, consumers have the power to respond. As well as promoting responsibility through advertising, corporations must make sure their corporate ethics are consistent through all their business practices and communications.