This speech, titled ‘The New Paradigm of Business in Society: A Purpose Beyond the Product’, was delivered by Brian Bacon of the Oxford Leadership Academy to the Business Council of Australia 2007 Annual Dinner on 24 October 2007.

The world is experiencing fundamental and rapid social, economic and environmental transformation and the role of business in society is being called into question as never before in its history.

How well companies integrate the social, economic and environmental (SEE) agenda into their business mission and into their relationships with consumers will define which companies will succeed in the 21st century and which will fail.  
      
Companies whose brands address the SEE issues that consumers care about as citizens will be preferred over brands that simply satisfy a functional or personal emotional need.

The New Paradigm of Business in Society: A Purpose Beyond the Product