James Edney
Business Development Director
Given
‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing
Brands now understand the immense benefits of touting their sustainability and purpose credentials; but those with sustainability ‘halos’ aren’t immune to scrutiny over their claims. As Innocent drinks was recently reminded, the stakes have nev... View More
Tony’s Chocolonely: The Advent of More Teachable Brand Moments?
“Tony’s has done a great job of raising awareness of an important issue; and there is a real risk that the overriding message that will be left, once the dust settles, is one of a brand getting it wrong — and that could undermine all of the imp... View More
COP26: Maintaining the Momentum
Like Earth Day, COP26 might rally internal measures on sustainability issues right now, but how can businesses stay on course and maintain that passion and focus once the moment has been and gone? ... View More
