How manufacturers can actually make a distinction
A company can no longer ignore the conversation about sustainability. With increasing awareness and urgency related to the climate crisis, brands are being forced to face their responsibilities. "The conversation has accelerated enormously in the last two to three years alone," said Tanya Steele, CEO of WWF UK. "It's an understanding of environmental problems, whether it's pollution or plastic, but I would focus it more broadly on climate and nature losses – which effectively underpin our lives in terms of the air we breathe and the food we eat." We have seen some significant progress. "
With the Extinction Rebellion and Greta Thunberg climate outbursts and increasing consumer awareness, the pressure is on companies to prove that they are actually doing something to address the world's problems – both in their supply chains and in their creative minds Job.
"More and more brands have begun to engage, respond and get involved," said Fabrice Beaulieu, executive vice president of the Group Marketing Excellence role at Reckitt Benckiser and responsible for the company's category development organization in the hygiene business. Beaulieu has led innovation and development for brands such as Finish, Dettol and Vanish.
Above: Still from WWF's Our Planet: Too Big to Fail; Above: still from the panel discussion of the Festival of Marketing
"I see two routes," Beaulieu continues. “The brands that have focused on reducing their negative impact on society or the environment – and this is about a commitment to plastic, recyclability, more sustainable ingredients and less waste, which is great and proof of action. There is also another line of brands that have tried to expand their impact, possibly expanding the scope of their previous activities, and using all of their talent and voice to create a positive impact for change. "