Branding for Good - Issue 35

20 Aug 2013|Added Value

Welcome to Added Value’s newsletter focused on Sustainable marketing: the challenges, opportunities, our solutions and points of view. To receive it directly in your inbox, subscribe here. 67% of Americans voted in favour of the controversial Keystone XL pipeline in the latest Congressional Connection Poll, prioritizing potential economic benefit over possible environmental consequences. The pipeline will carry 830,000 barrels daily of one of the world’s dirtiest fuels across 2,000 miles from Alberta Canada to the Gulf Coast of Texas. Despite strong public support, President Obama said last month that the pipeline should not be permitted if it leads to a significant increase in greenhouse-gas emissions. Watch this space…

In Australia, Prime Minister Kevin Rudd is reducing carbon prices in a move that may be his last policy tweak before calling an election. The move will cost the government approximately $3.8 billion over 4 years. But it should certainly win favor with businesses that have been calling for the changes to Julia Gillard’s clean energy policy which left Australia with the world’s highest carbon price.

The theme set for last month’s World Environment Day was “Breathing and Working together”. But nothing could be further from the truth for millions of Chinese affected by the more than 1 million square kilometres covered in smog in China. The Ministry of Environmental Protection said there has been a “marked deterioration in China’s water and land quality”, with 86 out of 113 key cities not reaching air quality standards last year.

Brands with purpose
On the brand front, initiatives that benefit the environment continue to dominate. Nike has created an exciting new sustainability app called Making to help designers create products that are better for consumers and the planet. Through publication of its Material Sustainability Index, it empowers designers around the world to make better material choices to create more environmentally conscious, sustainably innovative products.

Whirlpool has teamed up with Ford on the MyEnergi Lifestyle project to help consumers reduce their energy footprint. Smart appliances / vehicles optimize their use of the grid by charging at the optimal time. E.g. A dishwasher can wait until the plug-in car has finished charging and begin its washing cycle at 2am (when power is cheaper and often cleaner…) leaving home owners with clean dishes in the morning.

GSK is building better business from the inside out through its low cost diagnostics for Africa. Their simple, cheap, paper-based devices are perfect for hot, humid climates usually associated with developing countries. The test costs less than 0.5 cents to administer, due to its simple design, allowing minimally trained health workers to generate a profit. These tests are capable of diagnosing issues from ante-natal complications to genetic mutations, helping to save millions of lives.

Dollars and Sense
Conscious capitalism, the new buzzword, proposes alignment between values and monetary value. Leslie Pascaud, our Global Thought Leader on Sustainable brands, explains why this seemingly idealistic concept is becoming a reality… with hard numbers to prove the point. Read more…

Eco Innovations
Reducing disease transmission, sharing vs shopping, clean picnic blankets, a paper-thin ad which doubles as a portable phone-charger, a toy inside soap to drive behavior change. Take a look…

Contact us
We’ll be back in the Fall with more sustainable marketing points of view. And if you’d like to get in touch with us, please email

To read issue 34, click here.

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