Sustainability & CSR

Cause-related and sustainable marketing

Sustainability & CSR


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.


Selin Cetinelli and Basak Oruc, ESOMAR, Congress, Nice, September 2014

This paper describes research for Unilever in Turkey that explored consumer attitudes to sustainability and identified ways to embed sustainability into everyday behaviour.


Ruth Horazek, WPP Atticus Awards, Highly Commended, Under-30 Essay, 2013

This article criticises the shift towards a career-orientated education system in the US, at the expense of a more well-rounded education.


Michael Brennan, Warc Exclusive, Trajectory Partnership, August 2014

This article explains what the results of the 2014 European Parliament elections say about post-recession 'Compromised Consumers' and their attitudes to authenticity, confidence, polarisation, transparency and trust.


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 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.

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