Branding For Good - Issue 32

03 Jul 2012|Marina Cozzika

Welcome to Added Value’s newsletter focused on Sustainable marketing; the challenges, opportunities, our solutions and points of view.

130 heads of government or state gathered in Rio last week. 20 years after the first Earth summit, UN secretary general, Ban Ki-moon, was optimistic at the start calling the gathering a “milestone opportunity to put the international community on a better path for sustainable development”. Sadly, it looks like “the future we want” document is little more than a reaffirmation to the promises stated 20 years ago. The Guardian captured the last day & the global response as it unfolded. Makes for interesting reading.

In an announcement on the heels of the Rio+20 Earth Summit, Australia’s Environment Minister Tony Burke unveiled plans to establish the world’s largest marine reserve, but is it enough?  Not according to Zoological Society of London who calls the progress made by global governments to protect the oceans “pitiful”.  Equally gloomy is the assessment by UNEP which states progress has been made on only four of the 90 most important environmental goals.

New York mayor, Michael Bloomberg, believes real sustainable change can only happen at a mega-city rather than global level.  And as the US faces the warmest year ever, New York is tackling the problem, from the roof down.  A billion square foot roofscape makeover is taking place with a choice of solar, living or white roofs.  Of course, the fine weather will help to encourage New Yorkers to cycle & walk the 7 miles of car-free Summer Streets this August.

There’s a new label on the block: WindMade is a global labeling initiative to help consumers identify products and companies that use wind power. And brands continuing to engage in sustainable initiatives: Ben& Jerry’s Join Our Core competition is looking for bright sparks in Europe to create new models for sustainable business; Microsoft have committed to be carbon neutral by this time next year by introducing ‘track & tax’, for their 90,000 employees worldwide; Intel’s 2012 Corporate Responsibility Report shows they’ve reduced emissions by 60%, 20% over the target set;  rock legends, Pearl Jam, partnered with sustainable experts at UPS to limit the impact of their tours on the planet; and luxury house Gucci unveiled their ‘green vision’ which included recycled ballet pumps, men’s casual shoes and wood pulp sunglasses.

The Colonel’s been keeping his chicken fresh with packaging made from rainforests, so says Greenpeace. It appears Asia Pulp & Paper, the Indonesian company exposed for using illegal timber awhile back, is the supplier for KFC’s packaging. Greenpeace have staged PR stunts outside major branches in China, US and the UK.  And it seems the sophistication of activists’ campaigns knows no bounds. Anti-corporate organisation, Yes men, pulled a multi-layered PR stunt recently against Shell’s decision to drill in the Arctic. It included a fake Ad campaign, official looking website, a faked disaster during the faked Shell Arctic drilling launch party and then a faked press release from Shell threatening legal action.  The internet went wild. 

The Natural Beauty Revolution
Have you seen L’Oreal’s campaign for their new “hair colour of the future”, Inoa?  Their advert is reminiscent of a Prometheus sci-fi movie trailer, which we think is a pretty unconventional way to talk about a product being more natural (it’s ammonia-free & odourless). But it’s a sign that the natural beauty space is a crowded one and brands are screaming to stand out. Our colleagues in Added Value Paris, Leslie Pascaud and Camilla Guimard, recently revealed their analysis on the communication codes of Natural. They share with us their point of view on how Health & Beauty brands should express their vision of nature in a way that is aspirational and differentiating. Check it out now…

Eco Innovations
Stop water while using; rechargeable shoes; award winning ebike; inner city greening; and green travel rewards. We bring you our pick of sustainable innovation making an impact around the world. Take a look…

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