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Scrubbing up grubby brands and clean slate competition

CONSUMER TRENDS IN SUSTAINABILITY SOCIAL AND ENVIRONMENTAL ETHICS

At June’s Executive Marketing breakfast, innovation maestro, Stefan Preston showcased US brand Method as an exemplar of building market share through radical new thinking. As well as significant innovation in packaging, distribution deals and promotional personality for household cleaning category, Method targeted their ‘natural ingredients’ products to meet significant LOHAS segment’s needs. The company has built sales …

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Good news for ethical marketing

ETHICAL MARKETING

Image of glasses

2014-06-17-consumer-laws-changed

Photo credit: www.consumeraffairs.govt.nz

From June 2014, advertisers in NZ must not make unsubstantiated claims. GoodSense supports this move to more transparent advertising.

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One News, Sunday 15th June 2014

GREENWASH SOCIAL AND ENVIRONMENTAL ETHICS

“I’d like my child to be a child, rather than a consumer, thanks.”
– The stings in the tail of pester-power sales promotion

For five weeks, from early May to mid Jun 2014, Countdown supermarket rewarded every $20 spent in-store with a DreamWorks character card. Made from sturdy plastic the collectable series featured the iconic characters in a tilting hologram. The sales promotion quickly became a craze among children leading some schools to ban the cards.
kath tvnz screenshot 15 june 2014

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Green marketing Q & A with the SBN

GREEN MARKETING

SBN logo

3rd June 2014 Hear Kath Dewar, GoodSense Managing Director, talk about delivering good green marketing and bring an end to greenwash in this interview with the Sustainable Business Network. “The key is communicating clearly, with authenticity and transparency, and not trying to pass yourself off as something you’re not”. Read the full article. Thanks to the Sustainable Business …

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C+ effort for women speakers

SOCIAL AND ENVIRONMENTAL ETHICS

Why I’m giving Conferenz a C+ effort to fix gender fail

Conferenz blog imageConferenz promotion image©, Conferenz

I can’t have been the only woman to lose interest in this week’s CEO Summit when the speaker revealed zero women. There are some great guys in the line up – including a personal fave and repeat-client Simon West – and I’d love to hear Jo Brosnahan speak, but she’ll just be chairing the blokes.

So with no women role models, despite all the well documented pros of gender balance in management and governance, I recycled the invite and posted a disgruntled tweet.

conferenz blog tweet image

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Transforming Business Conference 2013, SBN

GREEN MARKETING

Mega-Efficiency – Consumer Perspectives

On 4th September 2013, Kath Dewar presented at the Sustainable Business Network Conference 2013, sharing consumer perspectives on mega-efficiency and a green marketing perspective.

Watch the full video below or the short excerpts under each section. We recorded it guerrilla style so apologies for the production quality on this one!

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Dole – too little too late?

GREENWASH SOCIAL AND ENVIRONMENTAL ETHICS

By Kath Dewar, GoodSense MD, 29th May 2013

This morning, on TV1s Breakfast, I was asked what advice I’d give Dole if they Ethical Choice cartoon Alister Kitchen Aug 2012 Finalcalled GoodSense for marketing help. I thought the answer demanded a little more space than live television permits so will attempt to do more justice to it here.

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Claims seen as greenwashing

GREEN MARKETING GREENWASH

May 2013, Chartered Institute Magazine “Social responsibility claims, by businesses amount to little more than posturing to gain competitive advantage ,” was the motion at CIM- sponsored debate at the House of Commons in January. Proposed by Unilever chief marketing officer Keith Weed and formed IPA director-general and now 23red strategic advisor Hamish Pringle, the …

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Tui takes a stand

GREEN MARKETING

Spotted late 2012 in Taranaki, NZ: Tui beer takes a stand against fracking with their latest ‘yeah right’ billboards. Not sure Tui’s internal sustainability is all that noteworthy, but for brands that do have their house in order championing causes, especially those relevant to their own key impact areas, can be a successful strategy. Such an approach can help educate consumers and strengthen tribal bonds between a brand and its customer base.

Tui Billboard

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Dole risk-warning a flag for all marketers

ADVERTISING GREENWASH

1st August 2012

An investigation by the New Zealand Commerce Commission has led to Dole being issued with a compliance notice that they may be in breach of the Fair Trading Act on three separate counts relating to the company’s ‘Ethical Choice’ marketing scheme. Only the courts can decide if there has actually been a breach of the Fair Trading Act, with convicted companies liable for fines up to $200,000 and individuals up to $60,000.

The advice to Dole included:
Leaflet cover

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