VMSD - November 2015 - (Page 13)
NEXT STORE
By Brian Dyches
Brand Broadcasting
Digital's role in generous and sustainable brand communications.
in how we convey our endeavors to those we want to care most: our
customers. As Davies said, "In less than five years, Gens X, Y [and] Z,
will essentially represent the global audience for retailers and brands."
If they care, you'd better, too.
RISE AND SHINE
Some pertinent findings from PricewaterhouseCoopers (London)
were revealed in a recent article by Hannah Furlong of Sustainable
Brands (San Francisco): "Three-Quarters of [Ceos] Now Convinced
of #BusinessCase for Climate Action." The PwC survey found that
46 percent of ceos agreed that climate change and resource scarcity
were on track to transform their businesses. And a whopping 75
percent are now developing new products and services responding
to climate change, while another third said the products are helping
them grow their businesses. Yet, have you even seen this mentioned
in a retail store?
The study also makes a compelling point, supporting part of
VMSD.COM
|
NOVEMBER 2015
S HUT TE R ST OC K.C O M
Nearly two months after this year's International
Retail Design Conference (IRDC) in Austin, Texas, my head is still
buzzing with Christian Davies' closing keynote presentation, "Generous Brands 2.0." In case you weren't one of the lucky ones present that
day, run - don't walk - to your laptop and watch the presentation at
vmsd.com/GenerousBrands. Start your day with a generous mindset
by contemplating how your own brand stacks up against the rest.
As I sat among 400-plus attendees that morning in Texas, I
thought about how digital screens (mobile, touch, signage), which I
spoke about during my IRDC session, could help fuel brand generosity. I imagined the impact these screens could have in facilitating
meaningful changes in a retail setting. After all, if musicians came
together in past decades to raise awareness of famine and other
world issues, why can't we task this vast digital landscape with
becoming a voice of change for retail?
We all simply need to wake up to the fact that being charitable and
sustainable aren't just marketing messages, but key building blocks
13
http://www.vmsd.com/GenerousBrands
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Table of Contents for the Digital Edition of VMSD - November 2015
VMSD - November 2015
Contents
Guest Editorial
VMSD Editorial Advisory Board
The Goods
Next Store
Everyone’s Eyes on You
Suit Up
A Lighter Shade of Green
Design in the Heart of Texas
Showroom
Ad Index
Checking Out
VMSD - November 2015
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