Another book which emphasizes the need for advertising to change. If all marketers could use their often rather large budgets on doing good - they would not only do the best marketing there is but also contribute to society at large. I truly enjoy this wave of new thinking coming from the marketing side.
“We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today.”
Preorder "Good is the new Cool" today!
Check also out the great corporate examples in "Goodvertising", which you can order at Amazon
Interesting take on the future – we might hire a service instead of actually owning things. New business models like Airbnb and co-sharing (cars/clothes) are paving the way for a more sustainable
future.
I believe H&M is one of the best companies working with sustainability – mainly because they have seen the opportunities but also because they've been under a lot of fire especially when it comes to factory working conditions. Now they are under fire again.
Their latest campaign for the fall collection celebrates women and challenging stereotypes – how being ladylike can take many shapes and forms. Even though the campaign has received major positive media attention it has also come under scrutiny. Launching a campaign which is not fully aligned with other policies may backfire. If you truly stand for a value make sure that you have thought it through and that vision reflects throughout.