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Millward Brown Points of View
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How strong brands can lead to a more sustainable future
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Recommended by Warc editors
Nigel Hollis, Millward Brown Points of View, July 2011
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.
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.
From Greenwash to Great: A practical guide to great green marketing (without the greenwash)
Includes video content
Recommended by Warc editors
Freya Williams, WPP Atticus Awards, Winner, 2010
This guide from OgilvyGreen offers practical advice on how to avoid accusations of "greenwashing" in green marketing campaigns.
This guide from OgilvyGreen offers practical advice on how to avoid accusations of "greenwashing" in green marketing campaigns. It argues it's integral in the planning phase to invest resource in building a substantial green story backed up by verified facts and partnering with environmental NGOs. In the communication strategy, it recommends making transparency and honesty a priority, the avoidance of clichés like "good for the planet" and finding a forum to allow the product to speak for itself. Post-launch, it recommends acting fast in the face of criticism and committing to sustainability in the long term. Campaigns cited as good examples include Unilever-owned Hellmann's Mayonnaise using free-range eggs, Clorox launching a natural cleaning products line called Green Works and Coca-Cola using 30% plant-based, recyclable bottles in Canada.
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