Tag: impact
Fast Fashion VS. Conscious Consumerism
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?
Women Advertising Brands
Pomellato, an Italian jewelry house founded in 1967, is part of the French luxury giant Kering Group. It was the first company to introduce the philosophy of prêt-à-porter (ready-to-wear) to the world of jewelry.
Pomellato has invested in the sustainability and social responsibility of its products. In 2018, the brand reached 100% responsible gold and designed an entire collection, Nuvola, from 100% fairmined gold. Furthermore, it has partnered with Galdus Goldsmith Academy, creating programs, seminars, and apprenticeships for promising young local artisans in Milan..
In 2018 Pomellato has significantly accelerated its brand recognition with the expansion of both its digit
America is a Mass-Addiction Society
Dr. Jeffrey D. Sachs explains (in Chapter 7 of the Addiction and Unhappiness Report in America) how originally, psychologists and public health specialists applied the concept of addiction mainly or exclusively to substances such as tobacco, alcohol, marijuana, opioids (both natural and synthetic), and other drugs. Recently, many psychologists have come to regard various behaviors as potential addictions as well; such addictive behaviors include gambling, social media, video games, shopping, unhealthy foods, exercise, extreme sports, and risky sexual behaviors, among others. Behaviors like these may become compulsive, with individuals pursuing them to excess, despite the awareness of their harmful nature to the individuals themselves or to those around them (including family and friends).
Shopping, Eating, Exercis
Why Has Responsible Consumption Not Exploded Yet, Despite Positive Customer Intentions?
Despite the positive intentions regarding the consumption of green, or sustainable, goods, there is a gap between intention and purchasing behavior. According to Nielsen research, western consumers in 2018 spent $128 billion on sustainable consumer goods ($125 billion in 2017) with 20% growth since 2014. Nielsen predicts that by 2021 this figure will reach $150 billion. One in two consumers in the United States say they are ready to change their consumer habits to reduce their impact on the environment; in particular, millennials are much more likely to be ready than baby boomers (75% against 34%). 80% of millennials say they are willing to pay more for products that declare their social responsibility and 90% are willing to pay more for those products that serve ingredients that are environmentally friendly.
Despite the encouraging data, products that can be considered sustainabl
IKEA Between Sustainability and Green Surveys
IKEA continues its commitment to the defense of the weakest people after the communication campaign against gender inequality and domestic violence in 2018. In February 2019, the company launched a campaign against cyberbullying and in May one tackling discrimination towards the LGBTQ community. In June its commitment was awarded at Cannes with a Grand Prix, Health & Wellbeing, thanks to the product innovation made by Mccann Tel Aviv aimed at improving the social impact of IKEA by making it accessible to people with disabilities. The “ThisAbles” campaign was carried out with the cooperation of multiple NGOs
Gender Inequality Storytelling Through Photography and the Role of Brands
7 Persuasive Strategies in Branded Entertainment to Make People Buy
long term consumers audience clear goals transparency storytelling measurement expertise
7 Persuasive Strategies in Branded Entertainment to Make People Buy
1 . It’s a long term strategy
Branded entertainment is a strategy for building brand identity, so it is usually pursued in the medium to long term.2. One clear goal: sell
The strategy is always in line with the needs of the company.3. It turns audiences into consumers
Branded entertainment is a marketing tool for building the relationship between consumer and brand. Its active function is to strengthen or change consumer behavior.4. Transparency?
The goal is to get consumers to willingly accept the presence of the brand in new spaces (TV programs, newspaper article, et
different ways to view #toxicmasculinity
A campaign to revitalize an ancient payoff
Bad PR is Still Good PR
Trying to define manhood
What if the true target was the female one?
Riding social causes is the new black.
Don’t sweep the dirt under the carpet
Does this ‘cause related’ campaign will turn into a suicide in the market?
different ways to view #toxicmasculinity
A Campaign to Revitalize an Ancient Payoff
Gilette’s new campaign thoughtfully and critically examines what “The Best a Man Can Get,” the brand’s iconic tagline, means today. It’s a must watch, according to Arianna Huffington Founder and CEO at Thrive Global. It’s similar to what Nike did for its ‘Just Do It’ tagline when it came out with the award-winning Colin Kaepernick ‘Dream Crazy’ campaign https://youtu.be/hma84vd7mwg “But the difference between Nike and Gillette is as glaring as that between night and day. Nike used the authenticity of Kaepernick, the pathos in his voice and the positivity of his message to
Introducing the Sustainable Development Goals Award
Since 2017, corporate organizations took the lead (VS. Non-Profit) in creating purposeful campaigns, both in terms of the absolute numbers and relative percentages. Since purposed brands are now becoming a more popular and rewarded part of society, this obliges others to “follow or die”. Staying in the dark with matters as important as sustainability or not knowing how to communicate their efforts are some of the reasons why consumers are now ‘shaming’ brands. In such a competitive market like the one we have today, in order to keep growing, brands must step-up and become more sustainable, turning social impact not as their path but as their goal.
Introducing the Sustainable Development Goals Award
For companies that have values to share, communicating with an active and conscious target is a great resource and, also, a big challenge. That’s probably why purposeful campaigns have recently become a trend in advertising and some global companies are promoters of “visions” or cultural movements distributed on large-scale platforms. Take for example