Meet a global head of social responsibility

John Luff is UK-based telco, BT''s head of global corporate social responsibility. Does your company need one too?

What exactly does your job entail

Luff I took over this job a year ago. Before that I spent 15 years looking after BT's brand through promotion, advertising and events. So it feels to me that what this current job is about is sustainable marketing.

Corporate social responsibility is a horrible label, but I am stuck with it - actually it makes me feel like a vicar. But it has become the label. Essentially it is about three things the environmental aspects of the business, the impact on our people for example I am head of diversity and ethics, and our impact on society, primarily the communities we operate in....

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