by Colwyn Elder (@colwynelder) Economic efficiency is environmental efficiency’s quick win when convincing hard-nosed business practitioners about the benefits of investing time and money in sustainability initiatives. What better case than a direct financial ROI that goes straight to the bottom line?
Tag archives: colwyn elder
Green Sky Thinking: What brands can learn from street art
by Colwyn Elder (@colwynelder) In street art, the blurring of context and content, media and message, makes for an exciting and constantly evolving media landscape, with numerous opportunities for sustainability-oriented messaging.
Green Sky Thinking: Movement marketing
by Colwyn Elder (@colwynelder) Creating a consumer movement, as opposed to an ad campaign, is not new to the world of marketing but has certainly gained momentum over the past decade. The most obvious reason for this is the growth of social media, but I believe there is more to it than this.
The word ‘campaign’ describes an operation intended to achieve a particular objective. In our industry, this usually means trying to convince a group of people to choose your brand over another. It’s planned, targeted and, most often, involves an element of persuasion.
A ‘movement’ is more organic, albeit equally premeditated. Movements tend to take on a life of their own, and people join a brand movement because of like-mindedness and shared personal values. In other words, you stand for something and people choose to be a part of it; they’re buying into what the brand represents and not just buying the brand.
Green Sky Thinking: The need for thneed
by Colwyn Elder (@colwynelder) In March last year The Lorax came to our big screen in all its 3D glory and with a star-studded cast of voices including: Zac Efron, Taylor Swift, Danny DeVito and Ed Helms. If you missed it, you can listen to the story here, a charming fable of corporate greed (represented by the Once-ler and his superfluous, but fast selling thneeds) and its consequent environmental damage.
Narrated by The Lorax who ‘speaks for the trees’, it’s a pertinent story and the cinematic release seemed timeous and considered, until you realise (or remember) that the original story was in fact written in 1971. That’s right, Dr. Seuss warned us against the dangers of not caring for our environment 40 years ago.