Blog Action Day

October 15, 2007


So today (15th October) is Blog Action day where over 15,000 bloggers worldwide will discuss the same issue to get everyone talking towards a better future. This years issue is the environment so here you go:

A couple of weeks ago I have a rather interesting discussion in the pub with Punk Planning’s Charles Frith and Make Marketing History’s John Dodds, on what responsibilities do brands have to consumers and how can they talk to consumers without preaching.

An example of educating consumers done well would be Innocent or even to some extent M&S who have recently opened their Green store in Bournemouth where changes include infra-red light sensors within the changing rooms, air-conditioning at only head level, electricity sourced from a green provider, LED lighting strips within freezer cabinets and 80% of all the waste from the store is recycled. Both companies do not preach to users on how they should be spending their money but rather guiding them on “this is how we do it and this is why we feel you should do it too”.

With brands facing more pressure from consumers to become responsible for their actions, they must ensure they don’t fall into the trap of making any ethical stance their key message as consumers are wiser than we usually give them credit and brands offering a greener more ethical alternative should be a given not a USP.

Posted by Jamie Coomber | Filed Under Blog, Community, Environmental, Social Interaction, newsLeft  | Post a comment

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