The Triple Bottom Line

Mony componies ore incressingly realizing the importance of not focusing exclusively on profit, but also considering people and planet when messuring the effectiveness of their efforts. Vorious groups, referred to as morketing stokeholders, that interact with or are impocted by merketing are key to understanding the triple bottom line. These stokeholders include: o compony's employees, customers, stockholders, and suppliers, society os a whole, the government, and others. Originally presented by John Elkington in his book, "Cannibols with Fonks: The Triple Line of $21$st Century Business," the triple bottom line brings accountability to the various interests of marketing $($business$)$ stakeholders.

This octivity is important becouse marketing monogers benefit from understonding how different marketing activities can be developed and evaluated in considerstion of the triple bottom line metric

The gool of this octivity is for you to demonstrate an understonding of how specific marketing activities undertaken by o given company can be related to one or more of the three dimensions that comprise the triple botiom line metric.

Customers, employees, and other stakeholders$-$not to mention shareholders$-$expect companies to be sble to bolance profit gools and objectives with people and planet objectives. The triple bottom line $($TBL$)$ is a means of evaluating not only the financial results of the compony, but the brooder social equity, economic, and environmental considerations as well.

Hover over eoch individual item to reod its full description. Then, drog the related item to its appropriote position depending an which combinotion of the three dimensions comprising the triple bottom line it is expected to hove on influence on

People and Profit

People and Profit

People and Planet