BXP - June 2018 - 31

THE DEBATE

31

S o c i a l l y C o n s c i o u s M a r ke t i n g & E c o - C o n s c i o u s D e s i g n

for the Planet. An external partner like 1% for

growth of a different sort of coffee or chocolate

the Planet can be a great support for business.

business. As you know, Fairtrade then expanded

So my advice is to find the issues that are rele-

significantly because, as a third party certifier,

vant to your business and look for a non-profit

Fairtrade played a critical role in providing

partner that you can work with to address that

those efforts with a marketable level of credi-

issue or make a contribution to the solution

bility. Again, this goes back to the critical need

for that issue. This approach can educate a

consumers have to really believe a mission is

business leader and provide an opportunity for

the real thing.

employee engagement through volunteering
or similar activities. Working with a third party

How can individuals in the marketing and

can also just be a really great way to authenti-

branding community help businesses become

cally engage a business in a larger context than

better corporate citizens?

which it operates typically. While it's important

Be aware that if a project is marketing driven,

for business leaders to look internally, if they

there's a risk of it becoming inauthentic. As a

only do that, they could miss an opportunity to

marketing professional, you can guard against

connect the business to a larger community.

storytelling going too far and it becoming story
spinning.

What trends are you seeing in the marketing
of socially responsible products or services?

On the flip side, be ready and able to tell the

Sustainability is applying more to products and

sustainability stories that might serve that sort

services. For example, lawyers, architects and

of marketing framework best.

similar firms are joining our network. Eco consciousness is not just a consumer product play.

Also work toward greater integration between

Services are now more in the mix of sustain-

marketing functions and business functions

able brands. To see that sustainability is more

because you need to know the real, raw story to

integral to any form of business in the world is a

be able to have any real sort of transparency.

great trend!
Is there anything else that you would share
The other thing that we're seeing is an in-

with the Brand Experience audience?

creased emphasis on storytelling as the way to

I think the only thing I would add is, it's a great

communicate what's being done-especially

time for businesses to remember how impor-

in social media. It's similar to how marketing

tant and powerful the individuals are who are

generally is playing out, with a real emphasis on

purchasing their products and services and to

storytelling.

really tap into that in a positive way and engage
with those consumers. There's a huge opportu-

That's not to say the role of third-party certifi-

nity here!

ers such as B Corp., 1% for the Planet, Rainforest Alliance and Fairtrade are not playing an

Business leaders are also consumers, so I en-

important role. Certifiers have and will continue

courage all of us wherever we sit on that spec-

to be important. In some cases, certifiers have

trum to make purchases from businesses with

created the market. Look at Fairtrade, which

a corporate social responsibility strategy and a

has been around for a while. When Fairtrade

commitment to bring that strategy to life. x

started, it created a framework that enabled the

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Table of Contents for the Digital Edition of BXP - June 2018

BXP - June 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Fresh Approach
Buzz-Worthy Health Care Innovation
Itching the Impulse
The Debate: Socially Conscious Marketing & Eco-Conscious Design
Brand Leaders & Rising Stars Retrospective
The Toolbox: Transparent & Glass Packaging
Ad Index
The List
BXP - June 2018 - Intro
BXP - June 2018 - BB1
BXP - June 2018 - BB2
BXP - June 2018 - BXP - June 2018
BXP - June 2018 - Cover2
BXP - June 2018 - 1
BXP - June 2018 - Contents
BXP - June 2018 - 3
BXP - June 2018 - 4
BXP - June 2018 - 5
BXP - June 2018 - Editor’s Letter
BXP - June 2018 - 7
BXP - June 2018 - The Scene
BXP - June 2018 - 9
BXP - June 2018 - Chief Experience Officer Series: Fresh Approach
BXP - June 2018 - 11
BXP - June 2018 - 12
BXP - June 2018 - 13
BXP - June 2018 - 14
BXP - June 2018 - 15
BXP - June 2018 - 16
BXP - June 2018 - 17
BXP - June 2018 - Buzz-Worthy Health Care Innovation
BXP - June 2018 - 19
BXP - June 2018 - 20
BXP - June 2018 - 21
BXP - June 2018 - 22
BXP - June 2018 - 23
BXP - June 2018 - Itching the Impulse
BXP - June 2018 - 25
BXP - June 2018 - 26
BXP - June 2018 - 27
BXP - June 2018 - The Debate: Socially Conscious Marketing & Eco-Conscious Design
BXP - June 2018 - 29
BXP - June 2018 - 30
BXP - June 2018 - 31
BXP - June 2018 - 32
BXP - June 2018 - 33
BXP - June 2018 - Brand Leaders & Rising Stars Retrospective
BXP - June 2018 - 35
BXP - June 2018 - 36
BXP - June 2018 - The Toolbox: Transparent & Glass Packaging
BXP - June 2018 - 38
BXP - June 2018 - 39
BXP - June 2018 - 40
BXP - June 2018 - 41
BXP - June 2018 - 42
BXP - June 2018 - Ad Index
BXP - June 2018 - The List
BXP - June 2018 - Cover3
BXP - June 2018 - Cover4
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