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As health concerns, green issues and ethical standards top the consumer agenda, no brand can afford to ignore them.
However, for all the worthwhile campaigns that have been introduced, consumer cynicism is growing and allegations of 'greenwashing' are rife.
Brands must therefore ensure their principles are genuine and stick to them. They must also work hard to maintain the delicate balance of standing out without appearing sanctimonious.
The success of challenger brands such as Lush and Eat Natural demonstrate that successful businesses can be built on solid beliefs. 'Brands can avoid accusations of greenwash by being genuinely green and not by using ethics as just another piece of kit in the marketing toolbox,' says Sarah McCartney, head of brand publications at Lush, and a speaker at July's Green, Ethical & Healthy Innovations conference. 'There are marketers who muddy the waters with confusing, light-green messages that bamboozle customers into thinking they are doing something that is helping the environment.'
Applying consistent principles across the business is key, but sometimes this means brands have to compromise. 'At Lush we won't put any skincare in expensive, attractive packaging. However, what we save on this, we can use to buy the most fabulous natural ingredients,' adds McCartney.
It is also important to keep things simple, according to Praveen Vijh, co-founder of Eat Natural. 'We only ever use the best possible ingredients, sourced from growers around the world, who believe, that real taste comes naturally and not from additives,' he says.
Recent concerns about the effect of consumer waste on the environment has led a growing number of retailers and brands to create recyclable packaging and educate consumers about it.
Plastic bags are constantly in the spotlight and calls from environmental pressure groups and politicians for them to be banned are becoming more frequent. While many retailers continue to hide behind the excuse of 'consumer choice' when supplying plastic bags, many do run incentive schemes to recycle them.
McCartney argues that retailers should abandon the cry of 'consumer choice' as an excuse. 'Customers might want their cherries flown in from Argentina, but if retailers want to be truly green, they should stop selling them,' she says.
Companies promoting their CSR strategies are also in danger of confusing consumers with their ethical and green values; the majority of people in the UK are still getting used to the weekly recycling collection, let alone carbon footprints and minimising waste.
As important as it is for companies to demonstrate their commitment to carbon footprint reduction, consumers do not necessarily always take account of environmental factors in the decision-making process for a specific product.
Brands must therefore invest in innovative and well-thought-out ways to attract consumers, supported by a strong belief system, rather than inspired by the latest trend.
One way to engage consumers is through field marketing campaigns, which give the consumer a chance to make up their own mind. 'Marketing-led activities for us, will always be about giving people a taste - using a wooden kitchen table, chairs, a pot of green tea and lots of cut-up bars is about as hard-sell as we get,' says Vijh.
As consumers are bombarded with a growing number of brands' environmental and ethical claims, campaigns will need to be engaging and allow the consumer to make informed decisions about the products they choose.
Clear principles need to be established at the heart of the business, encompassing sourcing, production, distribution and marketing. Ultimately, the consumer wields the power and brands making any dishonest claims risk being exposed as frauds.
DATA FILE
Green, Ethical & Healthy Innovations
Date: 8 July 2008
Venue: Marriott Regents Park, London
Speakers include: Alistair Menzies, head of sales and marketing, Divine Chocolate; Sarah McCartney, head of brand publications, Lush; Emma Gotch, packaging manager clothing department, Tesco; Praveen Vijh, co founder, Eat Natural; Julia Clark, head of marketing, Tate & Lyle; Lisa Ohlin, global head of insights, Cadbury Schweppes; Walter Faulstroh, co-founder and joint managing director, V Water; Chris Shearlock, environment manager, The Co-operative Group; Alan Jelly, marketing director, Yakult.
To book a delegate place call: Haymarket Events on 020 8267 4011 or visit www.haymarketevents.com.