Sustainability & CSR

Cause-related and sustainable marketing

Sustainability & CSR


Soumitra Patnekar, Warc Exclusive, Grey Worldwide India, July 2014

This article describes how rural India is changing and suggests ways marketers should address the people who live there.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for Pacific Paint, a paint company in the Philippines, strengthened the brand's environmental credentials with an innovative outdoor project.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how the Missing Children's Society of Canada (MCSC), a not-for-profit organisation that organises the search and rescue of missing children, developed an alert system that improved rescue rates and encouraged donations.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case describes how Smart Communications, a mobile services company in the Philippines, created SIM card text books to help underprivileged school children.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign boosted admissions at a Peruvian engineering university with an innovative billboard.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign by Toyota to promote its AQUA eco-friendly car model in Japan, using visible social action projects to enhance its environmental credentials and increase sales.


Havas Worldwide, Prosumer Report, Vol. 18, 2014

This article discusses changing attitudes towards consumption globally, the rise of the 'sharing economy' and the opportunities this presents for brands.


Satyam Viswanathan, ESOMAR, Asia Pacific, Jakarta, May 2014
This paper uses research conducted in India to examine how discourses around multiple, publicly visible arenas in modern society not only shape modern culture, but often contain internal contradictions that give rise to tensions. Brands that tap into these tension points build memorable, differentiated, and emotionally resonant identities for themselves.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This event report discusses how Marks & Spencer, the UK high-street retailer, developed the idea of "shwopping" – where consumers actively trade in previously-purchased items of clothing in exchange for some kind of benefit, from discount vouchers to points on a Facebook league table. As part of a wider effort to embrace ethical and eco-friendly business practices, this effort promises to help Marks & Spencer greatly reduce the waste associated with its products.

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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