Welcome to Issue 17 of News, Added Value’s newsletter on sustainable marketing.
As 2008 draws to an eventful close, there are promising signs that the sustainable movement will continue its momentum for 2009. Barack Obama has picked an energy team that includes Steven Chu, a Nobel Laureate committed to tackling global warming and Carol Browner, former legislative director to Al Gore — a clear sign that once inaugurated, Obama will move quickly on climate change legislation.
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The question of whether to provide a sustainable option is becoming no longer a choice for businesses and brands. Consumers expect it and their purchasing behaviours are shifting as a result. Mindsets which were once the preserve of the ‘green progressives’ are quickly being adopted by the mainstream consumer; for example – the pressure to recycle has driven 63% of consumers to put wasteful packaging at the top of their list of sustainable issues that would impact on their purchase decision (Added Value ‘Branding For Good’ Research November 2007).
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It’s a blisteringly hot afternoon, and the sunlight’s bouncing off the sparkling blue water as Faroukh Mia picks up his mobile. He urgently needs to check out the latest prices for his main product line. But Faroukh isn’t, as you might imagine, a businessman sat by a pool in Dubai: he’s floating in his tiny fishing boat in the Bay of Bengal – and he needs to decide where to land his catch to get the best price of the day. He is one of the growing number of entrepreneurs in Bangladesh, that are exploiting new technology. Faroukh lives miles from the nearest mains power. His mobile, like the lights in his home and in his wife’s sewing workshop, are charged by solar electricity, courtesy of a small photovoltaic (PV) panel attached to the roof of his house. It was sold to him by Grameen Shakti (‘village energy’) – an offshoot of the hugely successful Grameen Bank.
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Eco Dry – BaByliss have launched their new hairdryer that uses 50% less electricity than the normal 2000 watt model. Normal dryers use around 95% energy for heat & 5% for air flow, which both combine to dry hair. The Eco Dry works by using a new motor that concentrates on increasing the air flow. In other words, it boosts the least energy-intensive way of drying your hair.
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Un proceso de seis fases para el desarrollo de una exitosa estrategia de marketing sostenible y un P.A.T.H. para guiar el proceso.
(Reproducido con el permiso de WARC)
Para más información contactar con Silvia Moreno en s.moreno@added-value.es
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