We see the terms “brand” and “sustainability” mentioned together more often today than ever before. Since brands usually function as the connection between business and people, their role has evolved beyond marketing to also represent corporate social responsibility (CSR) efforts. But when a corporation’s sustainability commitments become unfulfilled promises, or fail to engender broader support – the future of a sustainable brand can ultimately become “unsustainable.”
A recent report by GlobeScan published some interesting findings – “significant numbers of survey respondents around the world cannot or will not name a single socially responsible company when asked, and this proportion appears to be rising in many countries.”
This is a worldwide phenomenon in both developing and developed countries. Large numbers of people can’t name a socially responsible company. In India for example it’s 57 percent, while in the U.S., it’s 39 percent. Read More
What do you think is the top issue women feel pressured about? Being thin? Getting married? Making sure their children do well at school? No, no and no. Women, apparently, mostly feel pressured about being environmentally conscious. At least, that’s what you can learn from a new survey that was conducted for Clorox Green Works.
Where is this pressure is coming from? Shekinah Eliassen, Green Works brand manager, explains that “women are feeling this pressure because somewhere along the line green became a status symbol, now everyone has an opinion about how you aren’t doing enough to be eco-friendly.” On its Facebook page, Green Works added that it found “that consumers have been overwhelmed by green, and that’s mostly because they feel like they can’t do as much as the eco-fanatics and the rich in time and resources.”
It only took them 20 years (The first Guides were issued in 1992), but then again, as the saying goes, every overnight sensation is twenty years in the making. Maybe the FTC Green Guide staff put in their 10,000 hours, but, at last, they nailed it. The revisions to the Green Guides, published on October 1, 2012, shows that the FTC is finally putting their foot down (both of them) about the term ‘green’, along with such related “generalized environmental claims” as ‘eco-friendly’ and ‘Earth smart’.