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.
Read more…
Each month News invites an expert to give us their view on a topical issue. This month we approached one of our expert speakers at the ‘Green 2.0: Avoid the Greenwash’ summit in March this year – Keith Fletcher, Propositions Manager, E.ON UK, to share the challenging journey of a brand in a ‘dirty’ industry. Read more…
Welcome to Issue 10 of News, Added Value’s newsletter on ethical marketing.
Read more…
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.
Read more…
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.
Read more…
Each month News invites an expert to give us their view on a topical issue. This month we approached one of our expert speakers at the ‘Green 2.0: Avoid the Greenwash’ summit in March this year – Chris Clark, Head of Marketing, HSBC Group. Chris joined HSBC Holdings plc in 2001 and since then has been an integral part of the team responsible for managing the HSBC brand globally. At the ‘Branding for Good’ summit, Chris will share both the complexities and learnings that HSBC has encountered when faced with mixing cultural diversities and attitudes to ethical issues on a global scale. Read more…
What must a company do to be considered “green”?
How ethical does a supply chain need to be to justify a “fair trade” claim of some sort?
How pure and natural does an “organic” product have to be?
Read more…
Added Value chief executive advises marketers perplexed by their role in climate change to begin with the 3R’s: Reduce, Re-use, Recycle – they could become a springboard for ethical innovation.
Marketers shouldn’t be overwhelmed when considering their role in combating climate change. A good start point is the 3R’s.
Read more…
Added Value is delighted to announce that Sir Martin Sorrell, Chief Executive of WPP, will be the key note speaker at the next Branding for Good Summit called “Green:2.0 – Avoid the Greenwash”.
Branding for Good is a one-day event organised by Added Value to explore the opportunities of ethical marketing. The format will blend the interactive, practical side of a workshop with inspirational conference speakers.
Read more…
