Topic of the moment
Customers want to know more about the social, economic and environmental impact of brands. How do you encourage that from brands that you work with? How do you ensure that they’re also matching that agenda?
We are quite fortunate in that most of the brands we work with have an element of that at the heart of their brand world. Usually they are one brand in a big company who take the environmental and social responsibility very seriously both corporately and within brand comms. In the drinks industry we are legislated by tough responsible drinking guidelines when communicating brands. Others build charity elements into their campaigns, building deeper relationships with their customer base on topics that resonate with them. In the world of premium luxury lifestyle brands, it is important that you don’t do anything that will erode brand affinity. It is very hard to be considered luxury and not be socially and environmentally aware.