Building brands in a changing society

Archive for ‘November, 2010’

Winning over the mainstream consumer to green

What’s the best way to capture the heart of the mainstream consumer for a green brand, product or service? Apparently it can be as easy as embedding a few scenes from nature in advertising.


Ecolabels add to the challenge of shopping green

In an environmentally-conscious world, consumers often look for reassurance that they are making a good choice for the planet while they’re shopping. Ecolabels are supposed to make this easier by identifying products with positive social or environmental attributes. But with a plethora of ecolabels now on the market, is it too much of a good thing?