This month, Added Value hosted a webinar on The Keys to Sustainable Innovation, so we decided to dedicate this edition to the topic and share some examples.
Ce séminaire en ligne sera animé par Leslie Pascaud, Directrice d’Innovation Durable du groupe Added Value.
Innovation changes the world. Think of something as simple as the shape of Toilet Duck. Or disposable pepper grinders. Think of mobile phones, iTunes and iPods. These things have not only changed categories; they’ve altered the way we do things. Brands like Apple and Virgin have built their businesses on the idea that change – often radical change – can be very, very good for business.
Johannesburg, 13th October, 2010 – Leslie Pascaud, Added Value’s global director of Sustainable Marketing Practice, is in South Africa this week as the keynote speaker of the second annual Brands and Branding for Good Conference.
Finding ways to reduce packaging is big news. Less waste and a lower carbon footprint are two key benefits. So here’s a compact idea from Canadian brand Planet People. Refill cartridges that are diluted at home, with tap water. The iQ line of household cleaning products features small cartridges of plant-based concentrate. Consumers fill a spray bottle with ordinary tap water and pop in a cartridge. The coloured concentrate visibly mixes wit Read more…
We help clients to develop strategies that will create more sustainable new products, services and business models.
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.
Welcome to Issue 17 of News, Added Value’s newsletter on sustainable marketing.
As 2008 draws to an eventful close, there are promising signs that the sustainable movement will continue its momentum for 2009. Barack Obama has picked an energy team that includes Steven Chu, a Nobel Laureate committed to tackling global warming and Carol Browner, former legislative director to Al Gore — a clear sign that once inaugurated, Obama will move quickly on climate change legislation.
The question of whether to provide a sustainable option is becoming no longer a choice for businesses and brands. Consumers expect it and their purchasing behaviours are shifting as a result. Mindsets which were once the preserve of the ‘green progressives’ are quickly being adopted by the mainstream consumer; for example – the pressure to recycle has driven 63% of consumers to put wasteful packaging at the top of their list of sustainable issues that would impact on their purchase decision (Added Value ‘Branding For Good’ Research November 2007).
Bags of Change - encouraging responsible shopping bag use by dangling a tasty carrot. In short you get a discount at any participating store into which you to take their funky organic hemp-cotton or Amazonian latex bags. So far over 50 stores in the London area are involved. Could this concept be incorporated in more retail stores?
