Velvet Three Trees: Sustainability sells

Velvet was struggling as the number two brand in the UK toilet paper market, so decided to address this by adopting an environmental positioning.

Velvet Three Trees: Sustainability sells

Principal authors: Tom Goodwin and Isabelle O'Sullivan, Fallon LondonContributing authors: Sam Veitch and Federico Forti, BrandScience

Summary

The rise of environmental awareness has been a clear trend over the last decade. Brands have been quick to react to consumer demands that companies do their bit too; there have been many CSR programs created to ensure that brands are seen as the good guys.

But often these CSR programs are created totally independent of the marketing process and are seen as separate to the serious business of selling stuff. There is often...

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