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Description
Brands are using environmental promotions to make short-term sales gains, but campaigns must be ethically 'watertight'. Only that way can long-term results be guaranteed, says David Benady
Ethical consumerism, once considered the preserve of sandal-wearing vegetarians dressed in Hessian shirts, has entered the world of mainstream marketing. For those involved in creating sales promotions to shift products, this offers fertile ground for creativity. Rather than adopt the same old cut-price offers, here is a way to tap into consumer trends that also builds brand values.
Barely a day goes by without a retailer or brand owner launching an initiative with an environmental or ethical dimension. Last year, Sainsbury's attempted to make a statement about the impact of the 13 billion plastic bags used by UK consumers each year. Against the background of calls for... |
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