Branding for Good News - Issue 8
08 Jan 2008|Added Value
So what does 2008 have in store for ethical marketing? Last year’s focus was around awareness of the issues; this year has to be about action. According to Worldwatch Institute research, innovative responses to climate change and other environmental problems around the world are affecting more than $100 billion in annual capital flows as pioneering entrepreneurs, organizations, and governments take steps to create the Earth’s first “sustainable” global economy. An example of organisations’ collaboration is the Eco-Patent Commons covering new technologies, processes and ideas that can be used to address a wide range of environmental problems and create an avenue by which innovations and solutions can be shared, globally.
The ‘Branding for Good’ team is busy analysing data from our CSR consumer research that we’ll share at our summit in March. Top headlines show that there are no surprises when it comes to consumer’s perceived levels of responsible behaviour by industry: with the Food and Household Appliance industries ranking Top 2 for consumer perception of ‘Acting Responsibly’ whilst Fast Food, Alcohol & Tobacco, and the Airline industry ranking worst for ‘Acting Responsibly’. Engagement in responsible activities is paying off for major ethical brands, such as M&S, Green & Black’s and Innocent, rating in the Top 10 trusted brands. Consumer’s willingness to pay more for responsible products has decreased slightly compared to our research at the end of 2006, showing that they both believe that responsible products are not priced at premium rates and also demand ethical as a ‘built-in’ to most products. Join us on the 6th March to find out more – places are limited.
Brand Authenticity in the Financial Sector
There seems little doubt that consumers are increasingly considering ethical issues when making choices. So, does this carry over into financial services? Or is being green a bit like saving: something that nearly everyone now recognises is a good thing to do, but reality gets in the way. Read more …
Big Business tackling climate change
Global bank, HSBC recently conducted consumer research in 9 countries, highlighting the different attitudes consumers had to environmental issues globally. We asked Chris Clark, Head of Marketing, HSBC Group and expert speaker at our ‘Branding for Good’ summit in March, what opportunities this research highlighted for business. Read more …