Branding for Good Summit 2006: Innovation inspired by climate change
Climate change has been made the world’s biggest priority with the publication of The Stern Report showing that the planet faces catastrophe unless urgent measures are taken to reduce greenhouse gas emissions.
Saving the planet and serving the interests of shareholders need not be mutually exclusive as Added Value’s Branding for Good summit reveals.
A mobile phone that downloads upgrades through the network reducing the need for new handsets, an ethical reward scheme from a retailer, a personal travel carbon account – these are some of the ideas for new innovations hatched by delegates and consultants to build sustainable business.
By 2020, consumers could be experiencing a number of ethical products like these, as brands take inspiration from Branding for Good and the burning issues such as climate change, scarce natural resources, socio-economic fairness, public health and an increased need for trust and transparency.
Added Value’s Branding for Good summit engaged the marketing industry in finding business solutions to ethical issues, and some of the ideas they came up with are listed below:
- Imagine a mobile phone for green living: it would be well-designed, have long-life, efficient batteries, a tariff that rewards customers for keeping their handset for longer, and the ability to download upgrades through the network, reducing the number of handsets that need to be recycled. And its charger would automatically switch off when not being used.
- Imagine a retailer with a reward scheme that is based on an ethics point system, rather than expenditure.
- Imagine a travel industry-endorsed scheme where everyone has a personal carbon account, which could help make them earn more money. For instance, you could buy the carbon surplus from a friend if you wanted to fly to Australia.
- Imagine an energy company that uses a ‘weight-watchers’ style programme to set daily energy targets for its customers and help them become more energy-efficient.
Delegates at the Branding for Good summit learnt that burning ethical issues need not simply be a cost for business – they’re also an opportunity. A study by Added Value discovered that brand choices are increasingly moral choices – 70% of UK consumers will deliberately avoid purchasing goods and services from organisations and brands they perceive to be unethical.
“Branding for Good is capitalism at its finest, it’s good for sustainable business,” says Angus Porter, global CEO of Added Value. “Marketers have been disgracefully slow to think beyond the day-to-day. There is a hugely powerful range of emotions that brands can tap into in this area, where consumers feel good about the choice they’ve made. As an industry, we have a responsibility to nurture Branding for Good.”
The Branding for Good 2006 summit took place in London. Speakers at the summit included Mike Clasper, chair of the Marketplace Taskforce, Business in the Community and a non exec director of ITV, Hilary Parsons, head of corporate affairs, Nestle and Elizabeth Salter Green, director at WWF UK and co-author of The Toxic Consumer.
The new ethical products were hatched by delegates in brainstorming workshops during the summit. The Added Value study was conducted online during September 2006 among UK consumers.
For more info contact:
Michael Saxton, Grappa
Tel. 020 7486 4448