Sustainability & CSR

Information and insights on cause-related and sustainable marketing

Sustainability & CSR


Marita Carballo and Constanza Cilley, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses international attitudes towards Latin America as a whole and its individual countries, broken down by region and country, finding that impressions are broadly favourable whilst ill-informed. In the past decade, Latin America has experienced a period of resurgence, with strong growth and improved social outcomes.

Cristiane Coradi and Nelsom Marangoni, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses changing attitudes towards Brazil's hosting of the 2014 FIFA World Cup, examining how these have changed from positive to more negative and how this may impact on sponsoring brands. When the event was first announced, reaction was positive: Brazil was considered successful and a country of the future.

Sarah Boumphrey, ESOMAR, Latin America, Buenos Aires, April 2014
This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500.

Low Lai Chow, Event Reports, Mobile East Africa, February 2014
This event report addresses how Safaricom, the telecoms company, is helping transform the lives of customers and communities in Kenya. Perhaps its best-known innovation in this area is M-PESA, the micropayments service which has 18 million users, and has given consumers at the bottom of the pyramid access to vital financial services.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

ARF Ogilvy Awards, Gold, Financial Services, 2014
This case study describes how Bank of America reintroduced its brand with an emotional campaign that sought to help customers connect with the things most important to them. Running in three phases the campaign acknowledged that the Bank is not central to customer's lives, but that it can help connect them with what is.

Tahaab Rais, Warc Prize for Social Strategy, Bronze, 2014
This case study shows how the Coca-Cola Foundation created 'Ripples of Happiness' ('Amwaj Farah' in Arabic), the Middle East region's first collaborative, socially responsible community platform for the youth to do good for the sake of their community. This platform empowered teens and helped them to come together to face problems in their communities.

Jean Kristle Yu, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes a campaign in the Philippines by Tang, a beverage brand owned by Mondelez, which targeted and aimed to empower children with a recycling drive. Research found that the environment was a motivating concern for children and after working with children Tang came up with the idea of recycling the product's packaging into chairs which could then be distributed to schools.

Marcia Roosevelt and Kelly Petrich,, Admap, March 2014
This article shares the findings of a US survey which sought to understand the attitudes of Millennials towards sustainability and sustainable brands. Survey results from 2013 were compared to 2009, with key findings including that the propensity to buy 'green' products has declined, and that men and younger people are least likely to buy such products.

WARC RECOMMENDS


ADMAP

Meaningful Marketing

A cause-related marketing focus for the Dec 12 issue


BEST PRACTICE

Practical tips on going green

Developing an effective cause-related brand strategy


TRENDS

How to sustain sustainability?

Where consumers are on the road to sustainable living


CASE STUDY

SunChips: Building a Pre-eminent Green Brand

Turning a healthy snack into a leading U.S. green brand


TRENDS

The green (and variegated) consumer

Euromonitor on consumers' green habits


CASE STUDY

I LOHAS: Crush Eco

Warc Prize Asia winner launches a green water brand