Growth of green brands

A lot of people still ask me what is the business case for sustainability in the meetings industry. I normally smile and politely give them a few answers and then sit back in amazement and wonder where have they been. Today there has already been such a massive transformation in society and it is touching all walks of life, classes and regions. This presentation from Sustainability Brands gives a nice indication of the growth of green in consumer buying habits. this is and will progressively change the meetings industry.

I think the Saatchi and Saatchi statement is the most profound. From the creator of the lovemark concept they now clearly state that

When Saatchi & Saatchi developed Lovemarks we understood that the shift of power to consumers would change brands forever. Now consumers are subjecting Lovemarks and would-be Lovemarks to another tough test. Not only is a Lovemark owned by the people who love it, but it has to front up to the sustainability challenge. Saatchi & Saatchi S works to connect environmental, economic, social and cultural streams of action together to make sustainability irresistible. No sustainability, no Lovemark.


  1. Great post! Very good issue, but, if I may, following this I would throw a question: isn’t still a little bit different what companies are doing and communication and what consumers are doing and looking for?
    I agree that are many developments in this are and others, but are we not still working in different levels? Like sustainability issues, I think that companies are still working this too much on a B2B level forgetting the B2C dimension.
    Thank you

  2. Guy Bigwood says:

    This is exactly the point. Consumers are starting to demand a lot! and the leaders in sustainability will win – long term. this is about competitive positioning and branding. some people such as GE, Timberland, Walmart really get this, while sadly there are still too many laggards who are not in sufficient action.

    My favourite slide is number 14: Leadership does not demand perfection!

    Its also worth remembering that the focus for many organisations has been very centered on eco-efficiency and then the supply chain. This has short term paybacks and is a great first step. Many businesses are now evolving and moving into the second or third stage of the csr program, and looking at it more holistically, and as part of their core business.

  3. Janisa says:

    If your aitcrles are always this helpful, “I’ll be back.”

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