From the editor: Brands with meaning

From 'green marketing' initiatives to corporate social responsibility, meaningful marketing isn't that new.

From the editor: Brands with meaning

Colin GrimshawWarc

It was dire warnings about the imminent demise of planet Earth that probably got brands to think about their impact on society. The 'green marketing' strategies that followed focused on a brand's positive contribution to the ecosystem (or reduction in negative impact).

Ethical considerations — brands produced in the Third World by child labour and those that paid homage to dictators, and other such social/political concerns — were the next strand in what became known as Corporate Social Responsibility.

Then, as the blogosphere and Twitter emerged as organs for the masses...

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