Welcome to News, Added Value’s newsletter on sustainable marketing.

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Recession-obsessed brands who lose their sustainable focus may well find themselves left out in the cold when the global economy starts recovering. There is no doubt that every penny counts for today’s consumers who are looking to get the best “value” possible as they come to terms with their options – consume less, demand more for less or make new and different choices altogether. From research we conducted, we know that a brand’s responsible behaviour is increasingly seen as a driver of value. Indeed, sustainable issues can act as a benefit, but also by their absence, can constitute a detractor from value.

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Each month News invites an expert to give us their view on a topical issue.  Barbara Crowther, Director of Communications and Policy, at the Fairtrade Foundation, shares the 5-year strategic plan for the non-profit organisation. Read more…

Charger-less – Trialing new ways to reduce energy and waste, Nokia has brought out the N79 Eco model which comes minus phone charger in smaller box with a donation to WWF for every unit sold.

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Last month, we talked about how corporations are waking up to the opportunity offered by new models of innovation. This month we focus on the impact of change on the core brand management function and whether ‘brand mobilisation’ is a concept better suited to today’s environment.

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Steven Mawby and Eden Lanser look at changing shopper habits in South Africa and what it means for retailers.

Cash strapped consumers affected by the economic downturn are changing their shopping behaviour. This according to Stephen Mawby, MD of Glendinning Management Consultants who says that retailers will need to respond to changing consumer needs as the economic climate forces shoppers to be more considered in their buying habits.

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