Published in: Markenartikel 10/2007
Authors: Karin Gebhardt, Vera Steger
It is obvious: there are dealers who are more successful than others – achieves more value and more customer loyalty. Examples of trade icons like Aldi, Lidl, Media-Markt, Ikea, Tchibo or Fielmann. What makes these traders more successful than others? Admittedly, they are organizationally well positioned, have smart and clever business models. That’s not all. These commercial icons are simply strong brands.
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Sainsbury’s has been working with Added Value to explore ways to provide shoppers with products and services that help consumers growing demand for more ethically responsible products. The first of these innovations hits the shelves this week, with the launch of the Cleanhome range of green household cleaning products.

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Welcome to Issue 5 of News,  Added Value’s newsletter on ethical marketing.

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Each month News invites an expert to give us their view on a topical issue. This month, we asked Lynne Elvins, Senior Adviser – Sustainable Innovation at Forums for the Future, the sustainable development charity, to share her views on sustainable development, business and innovation.

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Ethical Beauty  -  Stella McCartney launched ‘care’ this summer; an organic skin care range complete with recyclable packaging. Certified by ECOCERT, the product website also carries tips for sustainable living.

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 At Added Value, we believe a responsible marketing strategy creates an excellent springboard for innovation.  At the least, it can give greater resonance to incremental innovations that would otherwise be deemed cosmetic. At best, it can serve as a motor for powerful, new, consumer relevant ideas that are “disruptive” in the best sense of the word. 

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