In a perfect world, what was good for other people, the planet and us would also be what most people would want to buy, most of the time.
But as obesity rates rise, income gaps grow and natural resources deplete, it’s increasingly obvious that things are out of kilter.
Hence why the sustainability movement is so keen to embrace the marketing community. As architects-cum-alchemists of consumer desirability, marketers are seen as holding the power to effect a demand tipping point towards healthier, fairer more sustainable lifestyle choices. And in the process, square what’s good for customers with what’s good for … Continue Reading
Is there customer value in corporate values? Whole Foods, the Austin-based organic supermarket chain, is pinning their hopes on the answer being… Continue Reading
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
― Clayton M. Christensen, The Innovator’s… Continue Reading
Value is in the eye of the beholder
Beheadings, bombings and Ebola. It’s been a dark, heavy summer in world news.
I wonder if this grim backdrop has in some, unconscious way,… Continue Reading
For an industry skilled in the art of argumentation, why is it that our own industry’s business case is so unclear?
I’m talking about the… Continue Reading
The global recession was a good thing for sustainability
The financial crash helped raise the bar for corporate sustainability; recent economic… Continue Reading
Last month Tesco announced it had generated almost 30,000 tonnes of food waste in the first six months of the year. In PR terms, this at first seemed… Continue Reading
View it through whichever lens you want – social, environmental, economic. One thing is certain: the era of business-as-usual is coming to an… Continue Reading
In 1983, a young 22 year-old black kid decided he wanted to become a community organiser.
He left his safe analyst job at a mid-town Manhattan firm… Continue Reading
At the beginning of the year, in the wake of superstorm Sandy and devastating droughts across the US, I predicted (and in truth, hoped!) that the… Continue Reading