Navigating Business in a Polarised World: Insights from Paul Skinner

In a thought-provoking discussion at CIM South East’s recent Resilient Marketing event, Paul Skinner, Founder of MarketingKind, highlighted the increasing polarisation in society and its impact on both politics and business. He explained that polarisation, amplified by social media algorithms, thrives on driving division rather than fostering compromise. These algorithms prioritise engagement by pushing content that sparks emotional reactions, often leading to more divisive conversations.

Skinner pointed out that this dynamic extends beyond politics and into the world of business. Quoting Harvard economist Rebecca Henderson, he emphasised that companies must consider both macro and micro perspectives to understand the broader societal impacts of their actions. Businesses not only need to operate effectively within the marketplace but must also understand the external world and use that knowledge to drive better outcomes for society.

Education and learning, Skinner argues, play a crucial role in this process. By understanding global challenges, businesses can adapt to meet unmet needs and anticipate future demands. He encourages business leaders to think not only about the next 12 months but also about what is truly important in the long term. What are the issues we're not addressing today? How can companies evolve to serve society better?

Ultimately, Skinner advocates for businesses to bridge the gap between the internal operations of their organisations and the external realities of the world. This integrative approach is essential to navigating the complexities of today’s polarised environment, helping businesses to be more socially responsible and better equipped for the future.