Mar 272008

Check out the latest Marketing Week/You Gov poll on green brands. In fact, the whole magazine is dedicated to environmental issues, with a heavy climate change focus. The success of M&S is no surprise, although as the survey notes one eye-catching feature is the rather poor performance of so-called ‘deep-green’ brands which are founded entirely on sustainability or ethical propositions. 5 years ago, it would be hard to imagine any communications magazine devoting this much space to sustainability issues. Indeed, sustainability seemed to live only in the public affairs departments of major companies, largely deployed as a reactive lobbying tool when under pressure. Today, sustainability is a big consumer-facing business. That’s good news, although it means the potential for greenwash and environmental nonsense has never been greater. Marketeers, take note! I’m off on holiday for a week now, so no more blogs for a while. See you soon.

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