Definition of cop-out to avoid or neglect problems, responsibilities, or commitments
In the past couple of weeks how many ads have you heard from various brands talking about their sustainability plans? interesting that many of these ads were run during COP 26…..
Whether your brand is appealing to consumers or business customers, you should be relevant and more importantly credible. A brand’s credentials need to be backed up by real evidence (in marketing terms, proof points), supporting the brand’s authenticity. If not, you are at risk of ‘brand stretch’ or in layman’s terms ‘jumping on the bandwagon’. Be under no illusion, consumers and businesses are quick to spot when this is happening.
A recent study by the PRCA and Opinium, Climate Crisis Misinformation, which polled 200 comms professionals,
But are clients listening?
The Chartered Institute of Marketing (CIM) also conducted research in September this year, where
The pressure is clearly on for marketers. How do you ensure that the ‘sustainability directive’ from the board is embedded into the business’s strategy across all functions and not a short term ‘marketing initiative’?
The Competition and Markets Authority (CMA) recently issued some guidance, in the form of the Green Claims Code, which has been designed to hold brands accountable for their sustainability claims. The key principles are that:
But who and where are the reliable source of information for marketers on environmental issues? As is commonplace now, social media has muddied the waters and we’re bombarded with loads of statistics, comparisons and forecasts. Making it difficult to figure out fact from fiction.
During COP26, Adweek magazine have a very interesting blog covering some of the brands and their messaging. Advertising To Save The Earth: The Campaigns of COP26 (adweek.com)
It will be interesting to monitor the response to these campaigns and whether they have helped or hindered these brands.
At The Marketing Bee, we’re ready to help you develop the most appropriate marketing strategy for your business and ensure that your brand remains strong.