New 'paths to purpose': How to re-engage green-weary consumers with better CSR messaging

This event report concentrates on a Cannes Lions workshop session from Y&R and BAV Consulting, focusing on sustainable branding and CSR.

New 'paths to purpose': How to re-engage green-weary consumers with better CSR messaging

Joseph CliftWarc

CSR and sustainability issues are front of mind for many of today's largest brands, but the accusation of "greenwashing" remains a major threat to reputation.

One possible way of tackling these issues was offered by Chip Walker, chief strategy officer at BAV Consulting, and Trish Wheaton, managing partner at Y&R, in a workshop session at the Cannes Lions International Festival of Creativity in June 2014.

Wheaton introduced her plans for Y&R Inspire, a new unit from the New York-headquartered creative agency aimed at helping...

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