New 'paths to purpose': How to re-engage green-weary consumers with better CSR messaging

Joseph Clift

CSR and sustainability issues are front of mind for many of today's largest brands, but the accusation of "greenwashing" remains a major threat to reputation.

One possible way of tackling these issues was offered by Chip Walker, chief strategy officer at BAV Consulting, and Trish Wheaton, managing partner at Y&R, in a workshop session at the Cannes Lions International Festival of Creativity in June 2014.

Wheaton introduced her plans for Y&R Inspire, a new unit from the New York-headquartered creative agency aimed at helping clients with CSR and sustainability issues, while Walker discussed results of new Y&R research that suggested ways of talking to today's consumers about sustainability. "We founded Inspire because we wanted to help companies that genuinely are doing these social programmes, but need a way to communicate this to consumers and stakeholders," Wheaton said.