Branding for Good NEWS Issue 26

11 Nov 2010|Added Value

Welcome to Issue 26 of Branding for Good News, Added Value’s newsletter focused exclusively on sustainable marketing; the challenges, opportunities, our solutions and points of view.

It was almost 12 months ago that negotiations for an enforceable action plan to address climate change concluded at Copenhagen with no concrete commitments to emissions reductions. And with COP16, the next global summit on Climate Change, due to start at the end of this month in Mexico, there is little optimism that this gathering will be any more productive.

An ambitious pledge to increase the protection of land, inland waters and oceans by 2020, was signed recently by 200 signatory countries at the Convention on Biodiversity, held in Nagoya Japan. The pledge, to prevent “biopiracy” (resource exploitation of poor countries) is however not legally binding, and it remains to be seen whether countries will develop a concrete funding plan to enact them. And with the recent switch in power in the senate following the recent mid term elections, there’s speculation that existing energy initiatives will reach stalemate.

But the Branding for Good team are not about doom and gloom. If we take a more “micro” view of events, there are signs of real change. Negative environmental and social impacts are being measured and their risks integrated into company financial valuations. And as a result, businesses are engaging more deeply with suppliers, customers and communities, recognizing that such engagement can provide valuable insights and create laboratories for innovation. 

Brands such as P&G using blogivation to highlight water issues; Coke’s live positively campaign; Kraft socially engaging the Generation G masses to Fight Hunger Bowl;  KFC launching the first consumer reusable fast food container; Stonyfield using bio-degradable corn packaging – a dairy first; Marks & Spencer’s chocolate boxes that dissolve in water; and NGO 10:10 using scare tactics to evoke a response to cut carbon emissions (or we will kill you).

 

Signs of Social and Sustainable Change

Leslie Pascaud, Global Director of Responsible Marketing for Added Value, continues the theme of change in her Editor’s View. R&D collaboration, the recession, social pressure, and the financial benefits of social and sustainable innovation are all fueling this shift. Read more…

Jean-Pierre Rennaud, Environmental Director for the Danone Group, shares his conviction that social innovation is the way of the future and will deliver concrete benefits for Danone, its partners and the planet. Read on…

 

Eco Innovations

Electric dreams; going tubeless; open-source solar laptops; wasted hangers; and vacuum cleaners elegantly designed to highlight the universal plastic pollution. We bring you our pick of sustainable innovation making an impact around the world. Take a look…

 

And lastly…

If your male colleagues are sporting more top-lip facial hair than normal – then they maybe taking part in the global Movember Movement; an annual event in more than 10 countries. Last year there were 255,755 “Mo Bros,” with 1 million donors raising $42 million for Movember’s beneficiary research organisations. Nice…

And don’t forget, if we can help you with your sustainable marketing issues, drop us a line at  brandingforgood@added-value.com

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