Branding for Good News - Issue 13

13 Jun 2008|Added Value

bfg_header_issue_13  Welcome to Issue 13 of News, Added Value’s newsletter on ethical marketing.

Consensus without commitment on climate change was the result of this year’s G8 summit in Hokkaido, Japan. Whilst agreement has been made to adopt a goal of cutting greenhouse gas emissions by at least 50% by 2050, many questions about the target remain: like which year will the 50% cut be measured against, and clarity on what the shorter term goals need to be to reach the target?

As the threat of recession hits the headlines globally, many are asking whether sustainability will become an early casualty.  There are key differences between previous recessions and now; one being that companies are much more sophisticated in the way they are tackling sustainability in response to growing consumer demand.  From CEO’s down, it’s becoming  more embedded in the way they think about the future, taking action to embed environmental and social issues into their core strategy, for the long-term benefit of their business.

For example, automakers Renault and Nissan have entered a partnership to bring electric vehicles to Portugal and develop a nationwide vehicle-charging infrastructure.  Working with the Portuguese government , the Renault-Nissan Alliance has committed to mass marketing electric vehicles in Portugal by 2011. Early this year, the Alliance announced similar partnerships with Project Better Place and the governments of Israel and Denmark.

Here in the UK, 37 of the biggest food and drink companies including Coca Cola, Nestle, Coors, Northern Foods, Heinz and Asda have joined forces to rethink distribution.  Signing up to the IGD’s Sustainable Distribution Initiative, the transport scheme will result in the removal of 800 trucks from UK roads this year, saving about 23 million litres of diesel fuel per year, claims IGD. 

The Value Equation
The shock profit warning from M&S this month is likely to be the first of many, as the harsh effects of the economy take hold. Household budgets are tightening, creating uncomfortable trade-offs between emotional desires and a rational perspective of what’s left in the wallet. Consumers’ principles on the environment are also being tested, due to the perceived lack of good value sustainable products on offer or practical solutions which can save money. Fiona Davies-Baker, Added Value believes brands need to take a fresh look at the value equation to see how sustainability can be integrated. Read more…

Change Marketing
CEOs and heads of marketing alike understand that long term trends, particularly climate change, affect the health of their business in the future. So they’re measuring their carbon footprint, trying to reduce travel and exploring new approaches to packaging.  However, Mallen Baker, Development Director at BITC, believes brands need to recognise their influence, if not control, over what their customers do, and should start to find ways to exercise that influence.  Read more…

Eco Innovations
Entrepreneurs and big brands innovating for a sustainable future.  Take a look…

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