Summary
A green brand strives to have the following attributes: ecological, equitable and economic. Research conducted by Cranfield School of Management and elsewhere indicates that successful marketing of a green brand involves three steps: gathering insight into consumer practices; developing sustainable brand propositions; and delivering and communicating green values. This article explains the best practice to follow to achieve these three steps.

Summary
This research examines guilt appeals in green advertising by clarifying moderating roles of issue proximity and environmental consciousness. Advantageous effects of guilt appeals are produced in two contexts: promoting a highly proximal issue to consumers with weak environmental consciousness or promoting a less proximal issue to those with strong environmental consciousness. Guilt appeals are no more effective than non-guilt appeals when a low-proximity issue is presented to individuals with weak environmental consciousness. Guilt appeals backfire when promoting a high-proximity issue to highly conscious individuals. The implications of these findings are discussed, as are the limitations and directions for future research.

Summary
Few brands have so far achieved a perception of leadership in sustainability. A historic problem with brand sustainability communications has been that they were based on what the company had done. Most supply-side resource saving efforts have been generic and have no 'wow factor' for consumers. In the next era, the brands that stand out will look to how the sustainability message fits into the needs, wants and desires of their consumers. Don't try to build a sustainability brand with all the good wholesomeness that implies, but make sustainability as edgy, exciting, daring, fun, distinctive and different as your brand.

Summary
Green issues might well have the attention of business leaders but McKinsey's most recent global survey of corporate executives finds sustainability initiatives being expected to move beyond corporate reputation to operational efficiencies and new markets and products. Yet, as its influence appears to be growing in the way it shapes more organisations, it has yet to find a firm footing in bottom-line sales growth. More attention and visibility has been a blessing and a curse for sustainability. A higher profile means greater focus, but with it comes greater accountability. To be taken more seriously, sustainability needs to not only support growth, but become a source of growth. This new sustainability imperative is the subject of a recent Future Perspective from The Futures Company and this piece summarises ten stand-out learnings.

Summary
It is becoming increasingly evident that current patterns of consumption are not sustainable in the long term. Clearly, the need to persuade consumers to adopt more sustainable lifestyles has never been more urgent. The present research contributes to our understanding of the effects of message framing by considering the potential moderating influence of consumer concern about global climate change within the context of sustainable consumption. The results of two experiments demonstrate that the US consumer’s level of concern for the message-specific issues moderates the strength of the framing effect; effects are larger when concern about climate change is low. In addition, when concern is low, more negative framing and a prevention focus have more favourable persuasive effects. The implications of these findings for consumer welfare and public policy are discussed.

Summary
This paper examines how market research helped clients developing the first solar photovoltaic energy (SPV) venture in Brazil, by identifying the public's myths and concerns, and testing reactions to develop and refine the key communication tool: a solar eco-label. Research also led to the conclusion that a univeral SPV quality-seal would have a stronger resonance if used in institutional advertising campaigns instead of on product packaging alone.

Summary
Eco-friendly product packaging is about more than just using recycled cardboard and vegetable-based inks. Brad Scott of New York's Landor Associates argues that the broader issue of sustainability needs to be addressed. To this end he outlines the three Ps: policy, a formal statement of principles that help a company operate in a sustainable way; practice, covering visual and structural design, material and print specs, on-pack claims and legal ramifications; and perception, or how the product and company are viewed in the marketplace. With so many variables to consider in packaging, sustainability is a constant balancing act and businesses will have to choose which areas are most critical to achieving their goals. For example, lighter packages will bring down shipping costs, but packaging with a higher percentage of recycled materials may be heavier. Whatever they decide, sustainability is becoming a prerequisite for today's global marketplace.

Summary
This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two. Equally, it offers guidelines for incorporating messages relating to sustainability into communications, based on the psychology of sustainability, including how to overcome consumer cynicism by exploring the signals and aesthetics of sustainability. The multi-client backing of the project allows for new general insights as well as insights for different industries that want to include sustainability in their marketing.

Summary
This Warc Exclusive overview presents an overview of Lowe Lintas, MSN India and online research agency Crosstabs's consumer survey on Indian CSR.. It argues that good CSR is a "win-win" for businesses, in that it strengthens the brand and does good for society. Key insights derived from the survey include: Indians trust brands that do CSR more than brands that don't, stakeholders prefer companies that do CSR, and that youth tend to be more "wary" about CSR schemes than those from older generations.

Summary
In this Point of View, Nigel Hollis encourages business leaders, marketers and market researchers to make their businesses and brands sustainable and to inspire customers to adopt more sustainable behaviour. There is, he argues, a big opportunity for businesses to ease consumers' transition to a more sustainable future and in turn, assuage the underlying guilt many feel. It may be that existing strong brands that adopt a sustainability agenda are best placed to influence consumer behaviour. This is reinforced with the example of green diaper brand, Seventh Generation, compared with P&G's Pampers: a strong brand with a sustainability plan.