All for one and one for all: Targeting sustainability - the revival of ‘virtues’ in research and results
Nicole Hanisch, Jens Lönneker and Yvonne MasopustRheingold - Institute for Qualitative Market and Media Research, Germany and Unilever, Austria
INTRODUCTION
Research briefs are chock-full of requirements and demands for sustainable communication. Companies feel scrutinised for ‘ethical behaviour’ and are challenged to act. Sustainability is a key issue of our time. Due to Fukushima, 90% of Italians recently voted against nuclear energy! Institutions like Foodwatch, Greenpeace, and Ökotest are on the rise, giving consumers a sense of new control. Even the companies...