By Stephen Palacios, Exec VP, Cheskin Added Value
Published in the June 2008 issue of Harvard Business Review
There is an emerging market reality in the United States, driven by changing consumer population dynamics, heightened global competition and greater demand for corporate transparency and accountability. Companies that are able to realign their diversity initiatives, Corporate Social Responsibility (CSR) and multicultural marketing efforts can produce new levels of value in this changing marketplace. Read more…
Published in: Markenartikel edition 6/2008
Author: Dr. Hildegard Keller-Kern
Whether FAZ, The Times, Le Figaro or all the others: ethical issues move more and more into the fore of public interest. The media are full of articles about ethical behaviour, responsibility and ecology. Alongside long-time issues such as global warming and the environmentalism, sensibility for social justice is increasing in this country and elsewhere. Currently the consequences of the world’s exploding food prices leaves us baffled. How did this happen? And now what? The call for the powerful ones of this world – may it be governments or the industry – to take responsibility is getting louder. The attitude of people is globally subjected to a remarkable transformation – a transformation that was predicted for years and is evolving into a mega trend. The topic is Responsibility. Increasingly companies are summoned to act responsibly. The bigger they are and the more global they act, the better. Expectations are on the rise.
Click here for the related study (German)
For more information please contact Anne-Kathrin Kirchhof
Welcome to Issue 13 of News, Added Value’s newsletter on ethical marketing.
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Today’s financial uncertainty is creating a tension between sustainability and value as consumers are challenged to make uncomfortable trade-offs. We believe brands have a role to play in helping consumers by appreciating their desire to make the “right” sustainable choices coupled with getting the best value price.
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Each month News invites an expert to give their view on a topical issue. This month we approached Mallen Baker, Development Director, at BITC to share his view on influencing consumer behaviour. Read more…
Licensed to recycle – LittleEarth car-parts handbags are a real fashion statement! License plates are joined either end with chrome edging & toped off with recycled rubber strap. But it’s the detail that makes any girl want one – crystallized twist knob closure & lined with velvet, bringing desirability together with sustainability.
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¿Qué están haciendo las marcas de lujo para inyectar lo cool en su marketing y asegurar que sus productos se ponen de moda en mercados muy diferentes?
(Reproducido con permiso de la revista Brand Strategy)
Para más información contactar con Silvia Moreno en s.moreno@added-value.es
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Fino a che punto le marche di lusso stanno tenendo conto delle nuove tendenze culturali nelle loro strategie di marketing per rendere i loro prodotti appetibili nei diversi mercati?
(Per gentile concessione della rivista Brand Strategy.)
Per saperne di più, contattate k.taylor@added-value.com
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The mobile phone is much more than the grandchild of Alexander Graham Bell’s revolutionary invention. In developing markets, mobile technology is now outpacing traditional media as the ultimate “in” to consumers’ worlds. As the technology advances, it is connecting people in ways that far outstrip the predictions of even 10 years ago. SMS, MMS, WAP, 3G (See sidebars 1 & 2); the applications of the ubiquitous cell phone has made it the most attractive channel for marketers in recent years.
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