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Obviously, all companies have a desire to stay alive and be profitable. But above and beyond mere survival, increasingly we expect businesses to play a positive role in society or at least reduce their negative social and environmental impacts as much as possible.

How do such concerns apply to the media sector? What are the key impacts of media companies? How will society hold them to account in the future?

In our report, The Future of Responsible Media, we articulate four interrelated challenges, the management of which, we believe, will set 鈥榞ood鈥� companies apart from the 鈥榖ad鈥� over the next 10 years. We summarise these four challenges as follows:

• The future of privacy 鈥� getting serious about understanding users鈥� appetite for personalised content vs privacy;
• Coming to grips with being movers 鈥� owning up to the fact that media content doesn鈥檛 just mirror society, it moves it;
• Becoming organisations without walls 鈥� finding ways of managing impacts in an increasingly splintered media landscape; and
• Managing the workplace of the future 鈥� rethinking existing notions of 鈥榩urpose鈥�, 鈥榩rogression鈥� and 鈥榟ierarchy鈥� as the competition for critical talent heats up.

Further to this, we identify eight social and technological forces that are likely to transform society generally and the world of media more specifically.

The report is based on rigorous desk-research, the collective insights of the 25 companies participating in the Responsible Media Forum as well as input from some of the brightest sparks in business, politics and academia.

First published in 2017