Norman Macrae Youth Foundation NMYF -net of The Economist's pro-youth economist
One of the first database software packages (MIT originated Express) compiled millions of hours of testimonies on social needs in over 50 countries through the 1980s. This showed that the old way of advertising new products had become uneconomic for two reasons.
First the cost of tv advertising had gone up 10 fold in real terms - costs increases of this magnitude [rovide the simples sign of aollapsing economics. Secong companies' startegies and human behaviours were becoming globally linked making the former idea of a different ad campaign for every product and country nonsensical as well as non-economic
World Class Brands was set up in 1988 by people concerned to do good with media and curious about how sustainable media industries would innovate a wholly diferent future from their past.
2011's Collapse of the News of the World and related badwill communications industries is just the tip of an iceberg of an industry sector that has chosen to decalue sustainability of itself and other sectors rather than innovate beyond historic practices
Our 1999 triple special issue of journal of marketing management listed some of the first 10 years of not innovating
instead of valuing ecological sustainability and other human responsibilities as the new quality, the indutry greenwashed
instead of colaborating with economists and other metrics professions to model whether corporate leadership patrhs were racing on a rising sustainable exponetial or a crashing one - algorithms of brand valuation were constructed which rose the more ad money was spent. Never have measurements been so uneconomic but because global accounting didnt want to innovate through its own sustainability chalenge of not having a futuire-sensitive way to model intangibles - the acs and the ads sponsored acads to teach the elast economic global bsuienss courses (MBAs)
instead of helping people everywhere celebrate the new knoweldge economy we have been led into a misinfomation economy-
this matters because today it is safest to assume that the 16 most life critical global markets are all being governed the wrong way - governments need to admit their vown transparency failures and demand that public sector tv plays trillion dolar audit games until we have ended conmflicts caused by other expoentially wrong crossroads:
we could have invested last 20 years in clean energies instead of nuclear and carbon
we could have faced up to the coming bubbles in pensions and helathcares and education - these invole the 3 age groups where economics and social models need to question each others future assumptions in ways that all the people can \understand - why Norman Macra's Survey of Entrepreneurial Revolution in 1976 recommended a new capitalism in which left is right is centre. One dimensional polaristions are the cause of colapsing sustainability
World Class Brands networks support and are supported by
valuetrue mnetworks that map sustainability expoential , transparent knowledge flows and pursposeful multin win models for organsiationa and networks of organisations
and trilliondollaraduit that asks the firbidden question of which if teh 16 moist life croitoical global markets ins compounding sustainability - as the question has been forbidden by the media to date- prepare to assume that all global markets are compounding the end of human sustainable until they show you a map on tv and on the web whose links with futures people most need can be verified doewn to any level of contextual detaiul yuou choose to search
Main tools of sustainability
World Class Brands - Brand Chartering - invites everyine to join the survey who in te world would uniquely miss what if this oragsnaition did not exist? would you uniquely miss anything now that news of world has gone? or next question would you miss anything that invests in your children sustainability if news corp didnt exist?
Valuetrue.com takes what different productive and demanding voices believe they would most miss and demands that eladers shop how they govern the system to linkinin win-win-wins for all. (If they cant do that they devalouing what one side believes their reason for existence is. Ultimately that side will devalue you for such an abuse of trust)
Trillion Dolar Audit applies the unqiuely miss question to the overall responsibility of the global market forst and then looks at whether governments or other social institutions are there to chalenge players within the market ahead of ytime before they lose sustainability's way.