Playgroup | Helping brands build genuine brand equity

Is being green, just the new black?

The Anya Hindmarch ‘Im not a plastic bag’, driving a Prius are examples of us externally displaying our commitment to doing out bit to save the environment.

But behind closed doors, is the fridge stacked with super foods including blueberries shipped straight from Chile to our supermarket shelves? Are the Australian wine bottles stacking up? But is that OK, because at least they are going to be put out for recycling. Does thus make us feel better for having them flown from the other side of the world?

Is the harsh truth that for many, they want to do there little bit and want to be rewarded for doing so, do we want a pat on the back for their actions.

The challenge is to make these ‘compromises’ we are making to our daily lives a way of life. Buying organic from the local farmer, public transport instead of driving to work, but, how far are we really willing to go? We work hard Monday to Friday and earn our rewards – if only a holiday to the Norfolk cost had the same appeal as the beaches of Fiji.

Is the answer that we let our brands do the hard work for us? We are increasingly discerning when choosing between the brands we choose to buy and the brands we work for – our values need to align.

For example Marks and Spencer and their Plan A, they will work with customers and our suppliers to combat climate change, reduce waste, safeguard natural resources, trade ethically and build a healthier nation. They claim 'We're doing this because it's what you want us to do. It's also the right thing to do.'

Posted by Clare on 14 Feb 08, at 11:08 am

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