E.ON turning up the heat on fuel saving; SAB Miller whetting appetites for a responsible approach to bottom lines; and Sky reaching for more than the stars in the Brazilian rainforest. Sustainable marketing is directional now and the serious players are mapping the way forward for 2011 and beyond. Read more…
Charger-less – Trialing new ways to reduce energy and waste, Nokia has brought out the N79 Eco model which comes minus phone charger in smaller box with a donation to WWF for every unit sold.
2005 was the year of the Primark effect; the year when the fashion tables turned and all of a sudden an £12 jacket was in Vogue’s hit list. Since then the concept of fast, cheap thrill, throwaway fashion has become a cultural norm, the affordability of style never more democratic.
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.
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.
2007 will be famous as the year the world finally woke up to climate change.
Without a shadow of a doubt, this year, more than any other, has seen green issues increasingly driving the business agenda. Findings from our Invoke live session earlier this month supported the consumer shift too with 77% of consumers having actively taken steps to change their behaviour to become more responsible. 80% of consumers also said it was important for brands to behave more responsibly, with issues like reduced or recycled packaging, locally sourced produce and CO2 emission reductions high on their expectations. Price, however, continues to be a key barrier to buying “green”.
Partnering with an NGO
Each month News invites one of our experts to give us their view on a topical issue. This month, we asked Dax Lovegrove, Business & Industry Relations, WWF to give us his view on the importance of NGO partnerships with businesses:
Branding for Good: Reconciling profitability with responsibility’
In April of 2007, Added Value France ran a half day conference to address several key questions raised amongst french clients:
