The Economist Intelligence Unit says social marketing is a top five trend for 2014 and new research says that purpose-driven messages live longest in consumers’ minds. If your brand wants to stand-up and stand-out with purpose it’s time to re-set your ‘guff’ detector. An era of brand trouble-shooters is here and they’re putting greenwash to shame.
Big global brands like Nike and Unilever are creating rather than waiting for a better world, and are stepping outside their traditional territories to do it. They are embracing the future with imaginative, relevant and (only time will tell) powerful results, and their consumers and competitors are responding. Can established brands be both successful and revolutionary? They are showing us how it can be done, and are redefining greenwash as they go. Read More