Opportunity for growth in social responsible approach

Consumers expect businesses to be proactive and adopt a societal management philosophy which ensures that customers' needs are met, but with their best interest at heart - especially when it comes to children.

Nowhere is this shift in priorities and expectations more apparent than in the food industry which currently faces angry resistance from parents and health institutions on the growing increase in child obesity - a direct result of inactive lifestyles and too much fatty foods.

Does this mean the food and other responsible industries (such as entertainment) should brace itself for a significant profit loss for the sake of public interest? Should McDonald's close its doors? Should Nickelodeon stop producing television programs aimed at children in order to stop the 'couch potato syndrome'? Not necessarily - the societal management philosophy itself brings new opportunities to many industries: the opportunity to expand food product portfolios by developing 'healthy alternatives'; the opportunity to develop brand awareness and consumer relationships through social responsibility projects that encourage a healthy lifestyle and educate the parents and children on eating habits; a boom in the sports equipment and toy industries and the opportunity to create healthy lifestyle television programs such as Nickelodeon's latest kiddies show 'Let's Just Play'.

One thing is sure: The future of businesses not only depends on the ability to satisfy needs and wants, but also on the ability to do it in a manner that protects and even nurtures consumer's rights and best interest.