Join us for our upcoming webinar entitled ‘The Silent Revolution in Beauty and Hygiene’.

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Dans le contexte économique actuel, le développement durable n’est pas toujours  au centre des débats. Pourtant, à y regarder de plus près, nous assistons bien à une « révolution silencieuse » dans le secteur de l’hygiène et de la beauté.

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Sustainable Innovation Director, Leslie Pascaud, writes for GreenBiz.com: Despite economic turbulence, political abdication and consumer apathy, the corporate sustainable agenda is still alive & kicking. According to a recent McKinsey survey on “The Business of Sustainability”:

“More companies are managing sustainability to improve processes, pursue growth, and add value to their companies rather than focusing on reputation alone.”

Clearly, some companies are doing a better job than others. Near the top of my list is Danone *– a publicly traded company that, in my opinion, is a model for best practice in sustainable innovation. Read more…

Welcome to Issue 30 of Branding for Good News, Added Value’s newsletter focused exclusively on sustainable marketing; the challenges, opportunities, our solutions and points of view.

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Luxury and sustainability: two opposing concepts? At first glance, perhaps. After all, the word luxury derives from the Latin word “luxus” and conjures up images of ‘pomp, excess and debauchery’. Whereas sustainability, by definition, invites us to ‘meet the needs of the current generation without compromising the ability of future generations to meet theirs’.

The two sound paradoxical indeed. And consumers seem to agree. In a recent survey by Salon 1.618, consumers put the luxury industry last in a ranking of industries associated with sustainable commitments; ranking lower than the financial and petrol sectors.

So should the luxury industry admit defeat and never embrace sustainability? We think not. For several reasons: Read more…

Luxury Trash
Will Spring 2012 see the well-heeled wearing discarded fish skins on their feet?  Marcia Patmos and Manolo Blahnik have teamed up to create the sustainable Marcia Patmos for Manolo Blahnik collection of shoes for the spring — made entirely of discarded tilapia skins, cork and raffia. This is the first eco-friendly endeavor for Blahnik, who has worked with Patmos on two styles, a double strap, open-toe flat and a strappy, high-heeled sandal in color combinations of electric blue, black, nude and yellow. Each creation will retail for $895 at Manolo Blahnik stores.  

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Leslie Pascaud (Added Value’s sustainable marketing practice) and Melanie Skotadis (Added Value’s prestige brands practice) ask what shifting value systems, brought on by the global recession, mean for the luxury industry.  

The age of ostentation nominally ended when Chanel boss Karl Lagerfeld announced in 2009 that “bling is dead” and called for “a new modesty”. The global financial crisis and the recession which followed, brought with them a rejection of excess, replaced by concerns for the environment and a new view on waste. Read more…

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Contrary to popular belief, a sustainable strategy is all about growing the bottom line.

Mavericks have been promoting “sustainability” under a variety of names since the 1960’s.  But the tipping point in sustainability for consumer interest – and business investment – has emerged only over the past 5 years.  In that short time, sustainable “gravity” has moved from focusing on image, to focusing on expense reduction to a more recent emphasis on innovation and revenue generation.

Despite this shift in focus, if you ask any of the most dynamic companies engaged in sustainable practices, they will tell you that their commitment is driven by all of the above: image, expense reduction and innovation. It’s the combination that’s setting the leaders apart from the rest of the pack. Read more…

Experience has taught us that most people want to be more sustainable and responsible, but often don’t behave in ways that are coherent with their declared desires. Marketing services can help to align desires with behaviours by:

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