All brands and businesses have a continuous struggle to innovate & differentiate to keep ahead of the competition. The opportunity for us as marketers is to consider the role of sustainable marketing as a springboard for brand and business growth, ensuring we stay emotionally connected with our consumers as they search for more accountability from their brands and more meaning from their purchases. Subscribe to NEWS, our Branding for Good Newsletter.
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Welcome to Issue 10 of News, Added Value’s newsletter on ethical marketing.
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So how do marketers start on the responsible brand journey and how do they get it right? This was the challenge for delegates at the ‘Branding for Good’ summit. Stimulating speeches were mixed with energising workshop sessions to put the theory into practice for specific brands.
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Marketers are starting to realise the opportunities for those brave enough to adopt a responsible strategy, as evident by the high attendance at the ‘Branding for Good’ Summit on the 6th March. They’re well aware that today’s consumer can’t and won’t be fooled by spurious claims made by brands and will be quick to tarnish with the “greenwash” label. So how do marketers start their responsible brand journey and how do they get it right? This was the challenge for delegates at the summit. Stimulating speeches were mixed with energising workshop sessions to put the theory into practice for specific brands.
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On Thursday 6th March, we saw the second meeting of minds for a common cause – Branding for Good. Respected industry leaders from global bank HSBC, retailer Marks & Spencer and energy giant E.ON took to the stage to share their responsible branding journeys.
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As headlines over global warming, cheap labour and carbon footprints dominate the press; Europeans are taking an active interest in ethical issues across the board, according to new pan-European research from brand consultancy, Added Value.
- Ethical is a fast-growing issue – over half of Europeans are interested in ethical issues and 21% say they are a real priority.
- The UK lags behind Germany and France in terms of rating ethical issues as a priority. However, environmental issues, rather than social or corporate governance are key for the Brits.
- Consumers say top ethical priorities for brands are pollution/use of resources, packaging/recycling and reducing carbon footprints.
- Corporate issues that used to be a priority for consumers like animal testing and charity donations are dropping off their radar.
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The Body Shop has been praised by customers as the British brand with the best corporate reputation, according to a new survey by brand consultancy Added Value. Despite The Body Shop’s acquisition by the global beauty group, L’Oreal, it remains a brand recognised for its ethical viewpoint, although it may need to keep abreast of changing consumer attitudes to hold onto its leadership position.
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So how do marketers start on the responsible brand journey and how do they get it right? This was the challenge for delegates at the‘Branding for Good’ summit. Stimulating speeches were mixed with energising workshop sessions to put the theory into practice for specific brands.
Read more…
Nearly 80% of the British public is taking steps to becoming more responsible consumers, driven by environmental and ethical concerns. As headlines over global warming, cheap labour and carbon footprints dominate the press, 77% say they are beginning to change their own behaviour to help safeguard the planet, according to exclusive research from brand consultancy Added Value.
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