L’Oréal has outlined a new sustainability plan it hopes will help it reach its target of 1 billion new consumers by 2020 by producing more products with less environmental impact and helping customers make desirable but sustainable lifestyle choices.
You’ve heard it before: doing good is good for brands. To date, it’s been nice for some but necessary for none. However, we are approaching a time when doing good will be mandatory for all.
This week I attended our CSR board meeting. My brand takes corporate responsibility seriously – the chief executive takes a personal interest, as does the board. I’m sure this is common in many companies these days. Brand reputation is a defining point in meeting the needs of demanding customers.
What is a ‘Triple G’ brand?
In the wake of recent scandals to hit brands, public demand for businesses to operate ethically, openly and shoulder to shoulder with society has intensified. Now new research shows which brands make the grade in consumers’ eyes.
Retail, and consumerism itself, is built on the premise that companies design, manufacture and market their products to consumers who buy them, use them, and then buy more. This will be how things are for the foreseeable but it won’t be forever. Alternative models of consumerism will have to evolve to satisfy changing consumer habits as well as economic and environmental pressures.
“Meaningful brands” that contribute to consumers’ health and wellbeing perform better financially than other brands, according to research.
The future of sustainability for consumer goods brands isn’t selling products, but leasing them through a new consumer model that uses loyalty initiatives to drive sustainable busineses, says Puma’s sustainability strategy chief.
Corporate citizens: An effective corporate social responsibility policy will build a strong brand and customer trust, and can be used to motivate employees.
Big corporate businesses can often seem faceless and inaccessible to consumers, but involvement in local community projects can help fill that void of personality and make companies more approachable.
The tragic building collapse at a clothing manufacturer in Dhaka has thrown the spotlight back on to the issue of the supply chain and the actual cost of fast fashion. Primark, Bonmarché, Matalan, Benetton, Mango and Canadian brand Joe Fresh have all been linked to the factory but what of their reputations?
Reckitt Benckiser will lend its product innovation, technology and marketing expertise to Save the Children as part of a global initiative to provide $35.5m to fund health programmes to help reduce the number of children dying from preventable illnesses.
Coca-Cola Great Britain has extended its partnership with national sports charity Street Games for a further three years and is launching a rejuvenated campaign to strengthen its legacy commitment to improving youth participation with sport beyond the London 2012 Olympic Games.
PPR, the company that owns Puma and a number of luxury brands including Gucci and Stella McCartney, is rebranding as Kering to better reflect its corporate identity following what it calls a “radical transformation” of the business.
Coca-Cola is launching a UK TV ad campaign and extending its Responsibility Deal commitments to highlight the action it is taking to help solve the global obesity problem.