Tony’s Chocolonely
SB’19 Paris, Day 2: Virtuous Value Chains, Next-Gen CSR and Redesigning the #GoodLife
1 month ago - Our second day in Paris was chock-full of rich panel discussions with brands trading stories of the evolution of ideas and lessons learned — and still to be learned — on the long, windy road to creating a sustainable consumer economy.
To Market Sustainability, Focus on What Consumers Love, Not What They Hate
7 months ago - Early marketing for products promising sustainability was all about what they “weren’t.” Tofurky wasn’t meat. Soy milk wasn’t dairy. Solar wasn’t coal. Positioning against the negative helped companies attract consumers who were revolting against the polluting impacts of standard manufacturing practices and products. But doing so ignored what potential customers still wanted, whether a product was sustainable or not: delicious taste, high performance, reliable quality and comfort, and overall satisfaction. Consider the ominous ads for the first Prius, which started running in 2001. The only virtue they extolled was fuel efficiency, and portrayed oil drills as monsters.