Marketers, Seize The Opportunity To Help Heal Society’s Ills Part 1
Consumers are waking up to the fact that sustainability is an urgent matter. They are asking: How do I live a sustainable life? Is my health sustainable? Is my job sustainable? Is the economy sustainable? Is my child’s future sustainable?
Can I make a difference by changing my light bulbs? Buying a front-load washer? Carrying my own shopping bags to the grocery? Driving a Prius? Recycling?
Sustainability is the focus of so many of today’s personal, social, corporate and legislative challenges. The Sustainability Opportunity has big implications for brand relevance.
Healthy, wellness, fitness, fresh, free-range, organic, natural, reduced, reusable, recycled, biodegradable, green, global warming, climate change, carbon footprint, eco-friendly, locally sourced-these are no longer fringe ideas.
Safeway is focusing on developing a line of
organic products branded simply with the letter “O.” Wal-Mart is selling organic foods, moving organics from Haight Street to Main Street, and is the largest U.S. seller of organic milk. A new American vodka brand, 360 Vodka, is positioned as the world’s first environmentally friendly vodka. is packaged in an 85% recycled-content glass bottle, and all labeling, packaging and promotional materials use 100% recycled paper, along with water-based inks.
GE has made eco-imagination the focus of its future. The Sundance Channel has an initiative called “The Green” with programming and tips on eco-business, eco-innovations and eco-automotive initiatives.
Jerry Powell, editor of Resource Recycling magazine, pointed out in The New York Times, “What used to be done by a guy who wore Birkenstocks and drove a Volvo is now being done by someone who drives a Ford 250 with a gun rack” (Larry Light, Advertising Age (Midwest region edition). Chicago: Nov 12, 2007. Vol. 78, Iss. 45; pg. 34, 1 pgs).
Tags: branding, branding consultants, corporate branding, florida, florida advertising agency, florida event planner, florida graphic design, florida marketing agency, graphic design firm, internet branding, internet marketing, logo design company, marketing agency, web marketing












