Sustainability & brands
At first sight, marketing and sustainability make uncomfortable partners. How can an activity intended to boost consumption be compatible with sustainability? The tension is obvious, but it must be defused.
The marketing industry – long seen as part of the problem by environmentalists - must be part of the solution. A new kind of marketing is needed that makes sustainability desirable and helps change consumer behaviour. But “green marketing” is full of traps, especially oversimplification of the science and over-claiming for products based on flimsy evidence.
Context helps brand owners avoid these pitfalls and promote the benefits of products, without resorting to greenwash. In short, we can help you develop sustainable marketing strategies.
We work with marketing teams to improve their understanding of the sustainability agenda, to identify robust and defensible environmental and social claims, and to spot long-term trends and opportunities for their brands.
Talking to consumers
Sustainability communications are often worthy, dry and boring, or miserable and alarmist. We write lively, readable copy for specialist and lay audience. From two-page customer leaflets to full length books.
Case studies
Working with WPP
WPP is one of the world’s largest marketing and communications companies. Its agencies, such as Ogilvy & Mather, are at the forefront of green marketing and branding worldwide.
Context has been working with WPP since 2003 and has helped the company define the sustainability agenda for the marketing sector. Our work has included advice for WPP agencies and client teams on sustainability issues.
A Rough Guide to energy and our planet
Rough Guide publications commissioned us to write a booklet on ‘Energy and our planet’, sponsored by Shell. It was aimed at a young audience, explaining the global energy challenge and looking at the future of fossil fuels, renewable energy and nuclear power. The Rough Guide to Energy suggested what governments, businesses and individuals can do to help avoid an energy and climate crisis.
To discuss how Context can help your organization, contact Heather Rankin (Europe), Jaycee Pribulsky (New York), and Simon Propper (Los Angeles).