It’s pretty simple really. Sustainability trends have transpired such that demand is rising as products proliferate. Regardless of whether the category is well understood, it’s in evolution. The dialogue created around each new brand’s entry is fueling the debate and education process which is driving consumer awareness and interest.
Prior to 2010, we were in wait and see mode. With Pepsi’s launch of Refresh Everything in January, a tidal wave of new product initiatives have been hitting mainstream store shelves demonstrating that we are no longer speculating on the importance of sustainability but we are entering a new realm of consumption based on it.
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Yesterday, we were finalizing a recommendation for a set of light to dark green segmentation definitions for one of our clients. The definitions are to be based on a set of attitudes and behaviors that we tested for quantitatively with our client’s core target audience and we are currently in the process of using the results to define and develop the size of our strategic opportunity.
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Green products and environmentally friendly services are beginning to trickle into the mainstream marketplace. Research tells us that consumers are interested in many of these options but they just aren’t educated on the offerings or issues – nor do they have the time to explore what can be a rabbit-hole of complex claims. Going green is a desire, but as with the adoption of all new products, the basics of functionality , value, convenience, and efficiency in combination with the emotional drivers encompassed in the overarching product experience must break through the many rituals that make up our day. The introduction of green options via mobile platforms creates an interesting catalyst for expediting environmental awareness and the eco-behaviors that spark change – one activity at a time.
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I got a call last week from the Director of Sustainable Marketing practice in our Paris office. She was going to be speaking with a journalist at CB News (also French) on the role of green marketing in today’s advertising and communications. It got me to thinking.
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By Duncan MacLeod, Vice President Hydrogen and GTL, Future Fuels and Co2, Shell International, UK
Reaping the brand benefits of long term investment.
The Future Fuels research programme, conducted by Added Value, was our first real opportunity to see the issues surrounding alternative fuels from a consumer perspective. So what did we learn?
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This month, as everybody winds down for the holiday period, we’ve put together a shortlist of best books to help you refresh your mind – or give you ideas for last-minute presents! Read more…
Welcome to News, Added Value’s newsletter on sustainable marketing.
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With volatile gas and energy prices and the dreary financial outlook of the US, this year’s fight for the White House received more attention than remembered in past decades. There are high expectations that the next 4 years will show marked progress towards refocusing and redirecting policies related to energy, climate change, the environment and social responsibility.
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Each month News invites an expert to give us their view on a topical issue. This month we approached Jo Fox, Head of Environment, at BSkyB to talk about the ways they’re helping their customers adopt a greener behaviour. Read more…
The ‘green’ tipping point is here. Mainstream consumers are more aware of environmental, ethical, health and corporate responsible issues than ever before. This increased awareness is translating into behaviour when purchasing brands, as our research shows*. So what is driving this mass change in consumer behaviour? We believe there are five key drivers of change which are, in turn, connecting brands and consumers in a virtuous circle.
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