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Daily CSR
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Leading Marketers Discuss On Brands Sustainability Practices


Where brands are going wrong, which brand has got it right, where lies the problem and what are the solutions for brands to turn sustainable? Learn the experts view on the same.

Dailycsr.com – 23 October 2019 –In a dinner hosted by Campaign-Huge, the discussion was targeted for “senior marketers in Orlando, Florida”. Michael Horn, the Chief Data Officer of Huge, in his conversation explored the possible ways for the marketers to master “more sustainability practices”. In fact, Lindsay Stein, the Campaign U.S.’s Editor, present in the same event was chairing the discussion session.
Huge shared his key findings from the study of “consumer research on sustainability”. Many leading brands’ marketers such as from “Sony, Bacardi, MassMutual and Chobhani” were present at the discussion to extract the findings information and benefit from shared platform to create a better world by harnessing their power.
Below are some of the key points of the discussion, as mentioned by Georganna Simpson:
  1. “People are looking to governments and businesses to make an impact”
  2. “Brands have massive reach and they should focus on championing change, not 'clever marketing'”
  3. “Look at brands walking the walk”
  4. “Unless there’s an economic incentive to change, businesses – and people – won’t”
The C.M.O of MassMutual, Jennifer Halloran recounted that she has heard many times customers exclaim a problem to be “too big” to solve. While, the “Global External Corporate Communications” Director at Bacardi, Jessica Merz believes that the customers don’t cease to “care about the change”. In Merz’s words:
“Consumers care and my hope is that they keep asking for the change, so much that it forces companies and governments to make the change happen.”
Merz also pointed out that sustainability initiatives are used as “clever marketing” tools by some companies instead of truly brining in a change in their practices, as she objects:
“I have a problem with that, you have to change inside the business – behind the scenes – not just care about it outside in your comms to win people over.”
Furthermore, Merz also informed that Bacardi’s commitment to “driving change” begins with “eradicating plastic straws”. In her words:
“We have a bar in every Bacardi office and I realised that we didn’t need to use plastic straws anymore, back in 2016. So I sent a global email to say can we not use plastic straws in any of our office and it really took off. Now we don’t use plastic straws.”
Straws, said Merz acted as a catalyst for other sustainable efforts within the company and she added:
“People weren’t talking about it and it wasn’t in the media back then, in 2016, but we felt it was the right thing to do.”
Merz also stated that everyone shares in the sustainability goal set by Bacardi keeping in mind the “big picture”. She said:
“Our products depend on clean water – so we have a real incentive to take environmental issues seriously. Sustainability is something that we’re all held responsible for.”
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