Expert Interview: Mr. Goodvertising

30 March 2020

Thomas Kolster is a man on a mission, one of the early pioneers in the do-good space coining the term Goodvertising to describe the changing advertising landscape that’s become a movement in itself. As a seasoned advertising professional counting more than 16 years he’s a vocal voice for advertising and brands as a force for good and his book “Goodvertising” is a must to have book to explore communication for good. Thomas is a globally recognized keynote speaker featured at events like SXSW, TEDx, Eurobest, D&AD, Epica, ad:tech & Sustainable Brands, a columnist for Adweek, The Drum, the Guardian and several other publications and a regular judge at international award shows. We interviewed Thomas and launched a partnership for all our members! Thomas what do you think is the most effective style for companies to express their commitment to the environment or social causes? Any good example? I don’t get most companies sustainability communication. It’s like listening to a child that just cleaned his or her room – look dad what I have done! But hey, dear company, you did all the mess in the first place. More cleaning up after yourself, less bragging. With my coming book The Hero Trap (Routledge, May 2020), I’ve done a study comparing commercials from brands that take the usual navel-gazing, purpose approach “This-is-what-we-do-as-a-company” and compare to an approach that inspires and transforms people and ultimately unlocks better lives: “Who-can-we-help-you-become?”. Two examples of commercials from the test would be a classic purposeful one: Budweiser “Wind Never Felt Better” compared to an enabling and transformative one from Sport England: “This Girl Can”. The transformative commercials made the test participatns feel l29.5% more motivated to act on on the messaging and on average +29,6% more willing to pay a premium price (WPPP).

Just as every brand in the 1990s was all about lifestyle, brands today are firmly about the social and environmental issues bandwagon like bees around a honey pot. (And yes, those diminishing bee populations are seriously a cause we should worry about.) When every brand talk about doing good and claim to have a big role to play in your life as their burning “why,” but it really comes down to one thing: if you can’t see or feel the outcome, it’s simply just another broken promise or patronising corporate purpose. That’s why it’s so pivotal to focus on enabling change as a brand by asking: Who can you help people become? Which specific topic in the large spectrum of sustainability companies should embrace in the near future? Depends on the risks and opportunities facing that specific company. It’s dangerous to treat sustainability as a trend – like every brand these days desperately trying to have a voice when it comes to oceans plastic or food waste.

You might be interested in reading the Results on Brands Advertising Green here:  Communication For Good. 2019 Italy Trends

People are not dumb and can see through the insincerity. Just because you shout: “I care” from every room top, doesn’t make it believable. That said, in these Corona-times employment is moving front and centre of every discussion. How do you weigh your sustainability efforts against maybe having to lay-off staff? What are the opportunities and associated risks for companies that embrace the new trend of “goodvertising”? There are tons of exciting opportunities when it comes to product and service innovation – or creating a more meaningful marketing mix, that doesn’t simply interrupt and push wants, but really try to solve personal and societal needs. Most companies today are firmly on the social and environmental issues bandwagon from oceans plastic to diversity. People are increasingly distrustful towards these efforts viewed as cheap marketing stunts meant to wow people into buying more. The warning in my new book is clear: “Try to fly like a superman, and you will come down like a tin of soup.” It’s time brands stop pretending to be the world-saving super heroes but instead put people in charge of their own lives and the change that need to happen. Do you think companies have ridden on the wave of emotion now that environmentalism and social causes have become popular ? Oh yes, for sure, they have. A new approach is needed that’s much more about putting people first and enabling better living. Do you think Advertising is contributing to the diffusion and at the same time understanding of conscious consumerism? Yes, advertising is a powerful tool, but it can also be used to create important and meaningful conversations like e.g. promoted by the Unstereotype Alliance that’s hosted by UN Women and brings some of the world’s biggest brands together. The Alliance is a thought and action platform that seeks to eradicate harmful gender-based stereotypes in all media and advertising content. Is there a solution for the ADV industry? Sustainability has come out of the tree-hugging, do-good closet. The possibilities for brands and businesses (as well as people and planet) are fuelling a creative renaissance to make things better rather than a beauty contest based on incremental or advertised made-up differences.

Webinar: sustainability as a creative wrecking ball

BeIntelligent is proud to partner with Thomas and invite the Intelligent Community on April 30^th to learn how to expand the creative canvas and put into play environmental, health, social and other tangible, world-bettering factors that can be an earthquake under well established, but oblivious brands. Through global examples Thomas will show how brands are turning challenges into success stories where profit goes hand in hand with people and planet, but you’ll also get the clever hacks that help you create effective, yet impactful campaigns. Understand what it takes to do marketing today, or prepare your epitaph – because if you aren’t moving with us, you’re dead in the water. Date: April 30th (2 PM CET/9 AM EST) – Duration: 60 mins and 15 mins Q&A Audience The workshop is for everyone working in the cross-section of sustainability and marketing from brand, agency, non-profit or consultancy side. There will be a strong focus on communication and campaigns. You’ll learn • Why sustainability matters and the mega trends driving the change • How to create effective, yet impactful sustainability campaigns • Understanding and unlocking the three-steps from saying, doing to enabling

Register

Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute. Thank you.

Support BeIntellgent

Author: elena grinta

I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse. View all posts by elena grinta

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Augmented reality to promote brands’ sustainability

In 2018 Chiquita Brands International partnered with Shazam (Apple), to promote the brands’ sustainability efforts: by scanning the code on the blue Chiquita logo, customers were able to unlock 360° videos to follow the journey of their banana from Chiquita farms in Latin America to their kitchen tables. Chiquita’s Behind The Blue Sticker VR Project…

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Interview with Marina Spadafora

Interview with Marina Spadafora “Only 12% of International Fashion Brands Can Be Considered Sustainable”

An ethical fashion ambassador to the world, Marina Spadafora is an eclectic designer: she has her own brand and collaborated with Ferragamo, Prada, Miu Miu, and Marni. Her motto is “Fashion with a Mission” and is the Italian national coordinator of Fashion Revolution.

In April 2020 she published for Solferino Libri named “The Revolution Starts From Your Closet”, in collaboration with Luisa Ciuni.

In November 2020 she was on a jury for the first prize of “Communication for Good”, an award that presents the campaign with the greatest social and environmental impact. In this exclusive interview, Marina reveals the less fashionable sides of an industry that is currently aiming to build its “green reputation”.

Elena Grinta: Good morning Marina and welcome back! I am happy to hear from you again after our first meeting on the Jury for the Communication For Good Award! As you know Be Intelligent focuses a lot on acts of communication – and therefore persuasion – that can transform both consumers’ and companies’ habits.

With you, I’d like to explore the fashion world that seems to have caught an interest in the “Green Wave” by communicating its efforts toward greater sustainability, and – at least from a communication point of view – has managed to create the idea of being very actively responsive to this issue. As well as having a greater ability to realize this than other industries, and to be perceived as a sector that is particularly sensitive to topics in sustainability.

Marina Spadafora: Actually, the food sector is achieving much more on a sustainable level than the fashion sector. As you might have seen, there are much more people in the world buying organic food than there are people buying sustainable clothes. How they implemented their strategies I don’t know, but it certainly works better!

Elena: So there is currently no ability to create a durable system and position itself as a sustainable industry in the fashion system today?

Marina: We’re trying there are a lot of layers within the industry that are often difficult to get through. There are a lot of people who are not truthful, and this leads to a lack of transparency which makes it difficult to understand what is truly being done to build a better brand. When looking at the websites of different brands, it is very hard to understand and break down what exactly they are aiming to accomplish and how.

This year, I followed these guys who did the research for Italian Brands of the Fashion Transparency Index done every year by Fashion Revolution: a lot of nice words on all the points but there is nothing concrete, so we are not in a great situation.

Elena: As an outside observer it seems to me that we are living in a big bubble. It is almost as if overnight the whole fashion system managed to turn the industry into a sustainable industry, but without concretely stating what sustainability actually means.

Marina: There should be guidelines on both environmental sustainability and social sustainability. There are very clear rules about the chemicals that can be used, and everything that concerns the environmental aspect.

Yet in regards to social justice, there is a big gap. In the countries where the production takes place (not just that of the fast fashion brands) people are paid a minimum living wage and there is a 1:4 difference, which means that to live comfortably, a person would need to earn four times the amount of what they currently do. As a result, their children need to become employees too.

Elena: Would you say that even though the claims within the fashion system are promising, the reality is still far from being sustainable?

Only 12% of International Fashion Brands Can Be Considered Sustainable

Marina: It is still a very distant reality, only 12 percent of brands internationally are currently doing noteworthy activities

Elena: Do you mean 12% in terms of the number of companies or in terms of the sales impact?

Marina: No. In the number of enterprises.

Elena: That is certainly not reassuring! Also because the next question would have been how to import virtuous models within other industries. That is, how to achieve a mobility industry rather than an energy industry, and for others to learn the best practices from fashion and then import them into their own industry. Could you share some advice, perhaps a kind of strategic guidebook, for other industries other than fashion?

Marina: You would really need to review the parameters and follow very simple guidelines: do production, sales, and distribution while ensuring respect for the people and the planet. Because when profit becomes the main driver of these three pillars, the other two important aspects are ‘forgotten’. Unfortunately, this is the most recurring case because greed is sadly one of the flaws of human nature.

“It’s very difficult to make the big global giants, the multinationals, the corporations understand that they should perhaps slightly revise the margin profits to make sure that the productions are done properly.”

On the bright side, big investors are breaking away from the oil industry, as well as the Nasdaq. There are stocks, like Exxon’s, that got ejected because their numbers dropped too much. Whereas if we look back, it was one of the stocks that established the Nasdaq. So this trend is present. There is also a trend evaluating how companies move. The further it goes, the more finance will start to detach and distance itself from companies that really don’t make any kind of effort towards circularity initiatives.

People Planet Profit – is a balance (im)possible?

Elena: This discussion brings us to two important points: of which one is profitability. The motive of profit in the private sector is very relevant. The right balance, whereby profit cannot exceed a certain number as it would at the expense of the other two P’s (Planet and People), is a magic formula that everyone is looking for like the Holy Grail. Is it difficult to offer these guidelines?

Marina: Is difficult because there are no laws. The fashion sector, similar to the food sector and the body-care sector, has no laws to regulate its companies. Here it is most urgent that serious laws are made in order to change this and create some type of regulation. This is what we are fighting for: Fashion Revolution, together with 60 other nongovernmental organizations have submitted a program called Fair & Sustainable Textile to the European Parliament. This contains guidelines for a broad law covering all these aspects that are in need of regulations.

Elena: If I understand correctly, we are currently at a delicate stage where institutional intervention is necessary and we cannot leave enterprises to enter the free market.

Marina: No we can’t: unrestrained liberalism leads to borderline situations. When they deregulated the financial market, Iceland, which previously had very strict rules, went bankrupt in 2 years. So, at these moments when there is a lack of laws, human nature goes into a negative mode of exploiting all the liberties at hand.

Elena: Thank you for these insights. I would like to draw back to what you mentioned before, with respect to the oil sector. Finance is increasingly responsive to public opinion so the sectors that are the subject of battles like oil are also becoming the subject of divestment. However, this is not the case for all High Footprint Industries: think of the FAAMGs (an abbreviation coined by Goldman Sachs for the five best-performing tech stocks in the market, namely Facebook, Amazon, Apple, Microsoft, and Alphabet’s Google): no one talks about the environmental impact of this companies – not to mention the social impact, a real taboo!

Marina: We need to get busy and not start today but yesterday! It is said that if 3.5 percent of the global population becomes activists and support a cause, the cause will succeed. This happened with the vote for women and with the abolition of slavery. So what we want to do with Fashion Revolution is to raise awareness that reaches these critical masses.

Greenwashing and Communication For Good

Elena: There is always the haunt of greenwashing: behind the active efforts that the consumer takes to consider a company’s sustainability, there lie the interests of corporations or lobbies. This makes it difficult to realize change.

Marina: Yes, but it is urgent work that needs to be done and we need to keep moving forward.

Elena: Can you think of an advertising campaign that you think deeply touched the consumer and had an impact – not just in the Fashion world – that accomplished real action because it created a reaction?

Marina: I cannot think of any.

Elena: Ouch, that’s not a good sign!

Marina: I have to think about this for a moment… Can you think of anything?

Elena: Patagonia’s “Dont’ buy this jacket” is the campaign most frequently mentioned, but maybe we got tired of always just referencing Patagonia, right?

Marina: With Patagonia, you break through an open door, they are good!

Elena: Maybe this is a theme, though: when we talk about sustainability everybody aiming to be sustainable at this moment, but if then you have to think about what these big companies have actually done in that direction … Should we address that next time?

Marina: Yes, I would like that.

Elena Thank you, Marina, see you soon!

Since you’re here…

Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction.
Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute. Thank you.

Support BeIntellgent

INTERVIEWS / Trends

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Could Communication Make Us Happy?

written by Stefano Serafinelli*

What is the real state of people’s mental health during this pandemic? A healthy, low-stress, and intact state of mind can be considered a good basis for building the condition of happiness, something which we yearn for. Elements such as good health, and favorable economic conditions, are actually elements that foster and facilitate this condition, but they do not necessarily establish it. How many of us know people who are healthy and prosperous, but also tremendously unhappy?

During this time of the pandemic, we have learned to limit our exposure to the virus, as the only way not to catch or transmit it.

Unfortunately, we have not been able to do the same with the consequences that the virus has brought, which are impacting all areas of our lives and most importantly, are accentuating the critical issues that each of us had in our pre-covid lives. In this case, our exposure is still very heavy. And what are the repercussions of this exposure?

The amount of time we are exposed to a stressful event determines whether the condition triggered by it will be acute or chronic. In the acute condition, our body mobilizes to cope with the stressful event, producing endogenous substances (adrenaline, cortisol) suitable for sustaining the alarm condition that is generated. During this time, we cope to the best of our ability.

The first wave of the pandemic (and the subsequent seclusion) is part of this framework of emergency and extraordinary mobilization of resources (personal and community of belonging) that we have drawn on. The resources and effort produced inevitably come at a cost: energetic ( at the expense of our nervous system..) economic ( the burden on our pockets..) social ( impacting the social structures we refer to, such as family and institutions).

The end of the state of threat decreases the state of alertness and consequently (over time..) restores the conditions that the individual had before the state of alertness. This is the recovery phase.

However, if the threat continues to reoccur over a short period of time, or almost without interruption, we enter a chronic condition. In such a condition, our body can no longer sustain the exceptive effort, which as such is limited. This is what happens in the following waves, in which people and the systems they belong to, continue to be subjected to extraordinary stress. Chronic conditions are those that lead to the depletion of the systems’ resources in terms of health, economic and social.

The Role of Communication

The chronic condition that we are sustaining is and will be the challenge of the coming period. It will affect both the social structure of the countries involved and the people individually. It is about establishing a new way of relating to events.

The mode of communication impacts this dynamic. Communication that relies on a state of distress and concern, as is frequently the case in major newspapers, has a limited hold over time.

It is a resource that must be used sparingly because it risks becoming ineffective if protracted too long. It is as if the system (people and institutions) no longer responds to the conditions, simply because it has been exhausting the resources that cope with the circumstances

The Covid pandemic has created an enormous state of uncertainty and distrust.

Since the outbreak of the pandemic, there has been a significant and immediate decline in mental health in many countries around the world. For instance, since May 2020, the number of reported mental health problems in The United Kingdom increased by 47 percent since the beginning of the pandemic, according to the World Happiness Report. Even though the need for mental health care has increased, mental health services have been disrupted in many countries. This is especially concerning when considering the lasting impact the pandemic will leave on younger generations. One solution adopted in many countries to limit the spread of COVID-19 has been physical distancing or self-isolation. However, this has posed a significant challenge to people’s sociability, vital to their happiness. According to the World Happiness Report, the happiness of people decreased when their feeling of connectedness did, as did people whose feelings of loneliness increased when their social support was reduced.

In contrast: gratitude, drive, pre-existing relationships, volunteering, exercise, and confidence in their own situations have helped to protect the sense of connectedness.

It is no coincidence that the happiest countries listed in the WHR are those that have preserved the condition of trust, security, a primary need of the individual, even before the need for food.

Those familiar with Harlow’s experiments with baby monkeys in the 1960s will remember that the baby’s bonds with its mother are primarily vital to satisfy the need for protection, for safety. As an adult, he will seek a “safe haven” (a relationship, a place, a community of people) where he can take refuge, relax and recuperate in the most difficult and stressful moments of his existence.

And when trust is broken anxiety rises, fear rises, and we feel in danger. In this case, it does not matter if the threat is real or merely a potential one.

This does not imply pretending that the critical condition is resolved, or different from what it actually is. In contrast to the newspapers where this is often used in advertising. For instance, during the first lockdown when stereotypes were illustrated in relation to the pandemic (e.g. the mythicized home as a warm and protected place, where happiness and harmony reign as impersonated by “traditional” families). Now, there is a common desire to return to normality (what normality, is the question…), shifting the focus to trending topics such as sustainability and “old” topics such as Italian-ness, beauty, and well-being.

It is complex to provide reassurance and comfort in a time and future, especially considering the variety of emergency conditions that exist today due to sudden changes: climatic, health, economic…

Companies, and their agencies, should refine the communication strategy, articulate it in a broader discourse, and approach the individual by taking into account the phase we are “chronically” in (explained above). They should develop an approach that perceives the individual as autonomous and self-sufficient but still considers them within the context of a community. This could be done much more in communication strategies today. Elements that decrease a state of distress and insecurity are: feeling part of a community, rather than individualistic; helping to “broaden” the vision, rather than focusing it on a single point. This decreases anxiety.

It reminds me of Mother Teresa of Calcutta when she came to the West and said, “The poor here are much poorer than there (in India) because, in addition, they are alone.”

*Clinical psychologist, anxiety disorders, stress, and life cycle discomforts (separations, losses, new projects). Mindfulness and yoga trainer and instructor.

Since you’re here…

Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction.
Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute. Thank you.

Support BeIntellgent

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Fast Fashion VS. Conscious Consumerism

14 April 2020

Fast fashion has captivated consumers for over 20 years. The affordable on-trend pieces are produced in limited quantities creating a sense of urgency to purchase. Eco-friendly watch groups and informed consumers continue to shed light on the fast fashion industry; an industry known for their pollution and waste and for a low control of their supply chain As a result, many in the fast fashion industry are advertising new sustainability practices and green efforts. But is it true or simply greenwashing?

What is Fast Fashion and Why is it a Problem?

Merriam-Webster states that the term “fast fashion” has been in existence since 1977, yet most sources credit the term to a New York Times article from the 1990s. As Spanish apparel retail Zara entered the US market, the New York Times coined the term to acknowledge how quickly the company designed, produced, and sold catwalk-inspired trendy clothing. There are many signs to spot a fast fashion brand. If the clothing is quickly released after being seen on the catwalk or influencer, if clothing is produced within large factories in countries with poor work regulations (eg. Bangladesh and Vietnam), if customers are pressured to purchase clothing available for a limited time in limited quantities, and if inferior quality and high polluting materials are utilized, you are probably buying from a fast fashion brand.

Fast Fashion Environmental Impact

In a 2014 report by the World Bank, in collaboration with the International Finance Corporation (IFC) & the Natural Resources Defense Council (NRDC), it is stated that 20% of water pollution globally is caused by textile processing. The water may contain toxic substances such as lead, mercury, and arsenic. Greenpeace launched its Detox campaign in 2011 challenging the fashion industry to reduce the discharge of hazardous chemicals to zero by 2020. As a result, the global community of ZDHC was formed to create a “roadmap to zero” and allow collaboration between global brands, chemical suppliers, and manufacturers. ZDHC currently consists of over 150 contributors, including Adidas Group, C&A, Target, H&M, Inditex, Levi Strauss & Co., NIKE, Inc., and PUMA. ZDHC released its first Manufacturing Restricted Substances List (ZDHC MRSL) in 2014. The list is comprised of chemical substances that are banned in textile factories. A more comprehensive list, ZDHC MRSL 2.0, is currently being phased in. ZDHC Executive Director Frank Michel states “We haven’t yet accomplished everything we set out to achieve back in 2011, but we are going to continue with an increasing number of brands, a rapidly growing community, and a firm commitment to advance towards zero discharge.”

Fast Fashion Social Issues

Garment manufacturing in Bangladesh has increased over the past few years as prices increased in China, the largest textile producer and exporter with 37.6% market share. MM Akash, a Professor of Economics of Dhaka University estimates that Bangladesh employees truly need at least 28,620 takas ($341) per month as a reasonable living wage. The actual minimum wages for entry-level jobs in the textile industry is 5 times less. In addition to unrealistic wages, the fast fashion industry exploits child labor and forced labor in Argentina, Bangladesh, Brazil, China, India, Indonesia, Philippines, Turkey, Vietnam. Nonprofit organization Remake is trying to shed light on the employees of the garment industry. The organization tells stories of young women between 18 and 24 years-old that make 80% of all apparel. “I work 12 hours a day. My entire life is the factory. I live in the dorms with three roommates, work all day only stopping to eat at the cafeteria.”

Retailers Response to Climate Change and Exploitation of Workers

In 2018, the UN convened stakeholders in the fashion industry to establish the Fashion Industry Charter for Climate Action. to the charter include, among others, H&M, Target, and Inditex (parent company of Zara). The vision of the charter is to “achieve net-zero emissions by 2050”. WRAP https://www.wrap.org.uk (Waste and Resources Action Programme) supports the Sustainable Clothing Action Plan (SCAP 2020 Commitment). SCAP partners are working to reduce carbon, water, and waste. Over 90 supporters, representing more than 48% of UK retail sales, have made the commitment. Analysis of the SCAP 2020 actions completed by the Ethical Consumer ascertains that the initiative falls short of meeting the necessary reductions in greenhouse gas emissions to control global heating as identified by the UN in 2018. The exploitation of people making clothes for major global brands and retailers has led to the emergence of various supply chain initiatives, such as the Ethical Trading Initiative (ETI). Research participants in a study conducted by the Non-Judicial Human Rights Redress Mechanisms Project confirmed that ETI addresses violations of rights better than industry-controlled initiatives. However, the study identified a significant accountability gap, specifically human rights violations, that the ETI is unable to rectify. ETI members felt that pursuing human rights grievances were deemed as “time-consuming” and “commonly resulted in “agreement to disagree”. Read also: Fast Fashion Greenwashing

What Can Consumers Do?

Every consumer has a role to play in making a change in the fashion industry. As the customer, we must demand company accountability and full transparency. What is advertised must match what is behind the scenes. Change can also occur by altering our shopping habits and mindset

Shop in thrift stores or charity shops. This could be a lot of fun!
Share and swap clothes with friends. Ethical Influencers hosted a clothing swap to celebrate Fashion Revolution Week.
Rent or Re-use clothes for special occasions. Sustainable Fashion was on the Red Carpet at the 2020 Academy Awards. Celebrities wore reclaimed fabric, vintage dresses, and some even wore their previous Oscar attire.

Jon Kopaloff/FilmMagic/Jon Kopaloff/WireImage courtesy of Insider.com

However, if you must purchase a new garment, shop sustainable clothing brands. Purchase higher quality pieces with longer life. Shop for sustainable fabrics with the least negative environmental impact such as recycled or organic material. When shopping for viscose fabrics, a wood-based fiber, look for those labeled as lyocell, Tencel or Monocel. Rayon and bamboo-derived viscose currently involve a high pollution manufacturing process. Below is a shortlist of good, sustainable clothing companies. View more brands on EthicalConsumer and GoodOnYou.

Know The Origin

Launched in 2016 by Charlotte Instone, Know the Origin has avoided advertising spending and focused on organic growth. Products are hand manufactured to reduce carbon footprint. KTO uses only 100% Global Organic Textile Standard (GOTS) organic cotton.

MUD Jeans

PETA-approved 100% vegan products and GOTS certified organic makes MUD Jeans a stand-out eco-friendly company. MUD Jeans audits all parts of the supply chain to ensure fair labor.

GRAMMAR

GRAMMAR is a GOTS certified organic cotton manufacturer. The final stage of production takes place in the United States to reduce its carbon footprint and ensure labor rights. Living wages are provided across the entire supply chain. Since the days of Adam and Eve, clothing has been deemed a necessity. That will never change. Consumers though have the power to drive the actions of fast fashion brands. Demand environmentally and socially responsible behaviors. Request transparency in the entire supply chain. Make educated conscious purchases. Photo Credits: Jose A. Bernat Bacete, Getty Images, Copyright:© 2014 Jose A. Bernat

Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute. Thank you.

Support BeIntellgent

Author: elena grinta

I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse. View all posts by elena grinta

PAPERS / Trends

advertising brand identity brand reputation cause related campaign Conscious Consumerism Fast-fashion Gap. Zara goodvertising H&M impact Inditex purpose Purpose Driven brand Purposeful Communication responsibility responsible consumption social cause soul washing sustainability Sustainable Development Goals transparency unsustainable fashion Walk The Talk

report-di-beneficio-comune-2019

Common Benefit Report 2019

04 August 2020

Common Benefit Report 2019

On the occasion of the second anniversary of the birth of EG media SB, we have published the Annual Report of Common Benefit.

The report is the document that every Benefit Company is required to file, together with the annual balance sheet, reporting its positive impact on society, the environment, and business.

A fundamental document on the path towards the #transition, which highlights the #ethics and #transparency of the actions undertaken.

Author: elena grit

I am a journalist with a passion for new trends. I have over 20 years of experience in communications. Starting a “for benefit” start-up changed my professional (and personal) life forever. I worked in different marketing departments and I understood that the better I did my job, the worse I impacted people and the planet. I therefore considered Marketing a “weapon” that could be used for the benefit of all human beings (Cialdini was extremely helpful at that time ;-)). I left my well-paid job as a director and started an innovative start-up willing to make people better aware of whether brands are telling the truth when they talk about their social or environmental responsibility. Everyone can search and investigate on the web but nobody does it! because it is boring and takes time. What if we could do it for you?! That’s how BeIntelligent was born! Because if we just watch, without acting, without taking responsibility, we have no excuses. View all posts by elena grinta

April 9, 2025

Common Benefit Report 2019

04 August 2020

Common Benefit Report 2019

On the occasion of the second anniversary of the birth of EG media SB, we have published the Annual Report of Common Benefit.

The report is the document that every Benefit Company is required to file, together with the annual balance sheet, reporting its positive impact on society, the environment, and business.

A fundamental document on the path towards the #transition, which highlights the #ethics and #transparency of the actions undertaken.

Author: elena grit

I am a journalist with a passion for new trends. I have over 20 years of experience in communications. Starting a “for benefit” start-up changed my professional (and personal) life forever. I worked in different marketing departments and I understood that the better I did my job, the worse I impacted people and the planet. I therefore considered Marketing a “weapon” that could be used for the benefit of all human beings (Cialdini was extremely helpful at that time ;-)). I left my well-paid job as a director and started an innovative start-up willing to make people better aware of whether brands are telling the truth when they talk about their social or environmental responsibility. Everyone can search and investigate on the web but nobody does it! because it is boring and takes time. What if we could do it for you?! That’s how BeIntelligent was born! Because if we just watch, without acting, without taking responsibility, we have no excuses. View all posts by elena grinta

April 9, 2025

Report Common Good 2020

07 October 2021

Report Common Good 2020

Abbiamo pubblicato la Relazione annuale di Beneficio Comune 2020

La relazione è il documento che ogni Società Benefit ha l’obbligo di depositare, insieme al Bilancio annuale, rendicontando il proprio impatto positivo su società, ambiente, business.

Un documento fondamentale nel cammino verso la #transizione, che evidenzia #etica e #trasparenza delle azioni intraprese.

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campaigns-for-good-no-11

For Good Campaigns #11

Break The Pattern – Electrolux

Forsman & Bodenfors initiated the Break The Pattern campaign together with Electrolux. They are using technology and up-cycling designers to create a new life for garments, by turning them into new creations. In this video, they depict heartbreaking views of the Atacama Desert in Chile where more than 59,000 tons of garment waste from Europe, the United States, and Asia end up, making it the second largest clothing graveyard in the world.

Except For Me – World Rises

In the Except For Me campaign, EP+Co and Worth Rises are working together to minimalize the information gap concerning the 13th Amendment, which legalizes the enslavement of incarcerated people. Between the days of 1 to 17 September 2022, they will share a different narrative.

In addition to this, photographs of Johnny Perez were published in New York and Philadelphia. Perez shares the perspective of an incarcerated person, based on his own experiences. On the final day of the campaign, Mural Arts Philadelphia, Anti-Coalition Against Recidivism, and LatinoJustice are organizing an event. This will include a public art installation designed to showcase the stories, faces, and voices of those who were formerly legally enslaved in the United States.

Queens – Golden Days Festival

This year, Queen Margrethe of Denmark celebrates 50 years on the throne. Therefore, Accenture Song, Kunsthal Charlottenborg, Meta, Golden Days and design studio BIG are collaborating on the Golden Days Festival. An exhibition that highlights the history of the queen, as well as the female history of Denmark. The art is placed in the urban spaces of Copenhagen, and every story can be listened to and experienced via Instagram.

#BiskuatSupportsDreams – Mondelez

In collaboration with Leo Burnett Indonesia, the #BiskuatSupportsDreams campaign tells the story of Bang Aji, a Persigawa football club founder, who coaches underprivileged children without asking for anything in return. In addition to this, the campaign announces the return of the Mondelez Biskuat Academy, a sports marketing program that was launched in 2009 to provide training and mentoring for children.

Welcome to The Plant Age – Birds Eye

Together with the McCann Agency, Birds Eye created the Welcome to The Planet Age campaign to motivate viewers to choose vegan food. Communicating the message that it can be enjoyed in the same way as finger-licking chicken nuggets, but this time using vegan nuggets, of course.

Since you’re here…

Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction.
Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute. Thank you.

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Purposeful Communication / Trends

#BiskuatSupportsDreams #EndTheException Academia Biskuat de Mondelez Accenture Song Agencia McCann Anti-coalición contra la Reincidencia Bang Aji BIG design studio Birds Eye Break The Pattern Copenhague desierto de Atacama Electrolux Enmienda 13 EP+Co Except For Me Forsman & Bodenfors Golden Days Johnny Pérez Kunsthal Charlottenborg LatinoJustice Leo Burnett Margarita ll de Dinamarca Meta Mondelez Mural Arts Philadelphia nuggets veganos Persigawa Queens Welcome to The Plant Age World Rises

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For Good Campaigns #11

Break The Pattern – Electrolux

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Queens – Golden Days Festival

#BiskuatSupportsDreams – Mondelez

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