GOOD For Business
GOOD For Business is a weekly roundup of some of the most pertinent global stories from the world of Purpose.
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Out of touch or unaware? Big Oil and corporate sponsorships
British Cycling has recently received significant pushback from the community it claims to represent after announcing an 8-year sponsorship deal with Shell. It’s one in a growing number of attempts by large corporations to engage with environmental and social issues in a way that feels deeply inauthentic and misleading. None of these attempts have been met with widespread approval from the audience whom these brands are trying to influence. It indicates that such corporations are seriously out of touch with the world around them.
Shell’s positive partnership’ PR strategy is nothing new. If anything, this is the oldest trick in the book: this is old school green washing. It is deeply damaging for both British Cycling and Shell and a questionable PR strategy given that Brands can’t solve negative brand perceptions by simply adopting distraction tactics. Brands must address the issue that is causing the social and environmental damage they are creating. Only by doing is it possible to leverage the progress made in building more positive perceptions, just like Nike has done. In today’s climate, we think it’s only right that British Cycling pause and reflect on why it took tainted money in the first place.
Arla to incentivise sustainable practices
In 2023, dairy giant Arla will introduce a set of environmental targets for farmers as part of the giant dairy cooperative’s strategy to lower the carbon footprint of the dairy industry. Farmers who meet the targets will receive additional remuneration for their produce under the voluntary point-based incentive model. They are not just recognising present and future farming practices – past activities will also be rewarded; so those farmers who have already adopted best environmental practises will benefit from this scheme.
This is a good example of a big operator not only acknowledging the environmental impact of its supply chain but also taking responsibility for helping reduce it as well through incentives. A level of responsibility and support that all distributors and major retailers should be adopting.
In response to the cost-of-living crisis, Channel 4 this week partnered with 7 brands to run bespoke ads with tools and advice for consumers to manage their squeezed household budgets. During the ad break, each participating brand’s ad included signposting for further support for those who are struggling. Channel 4 have previously run ad takeovers to tackle hate crime, racism and to celebrate black history month. Each time, they bring together a group of engaged brands to highlight important messages. This type of collaboration, where unlikely coalitions form over a shared cause, is where the magic occurs. A single unified brand may raise the ceiling for best practice, but a unified front work together to collectively raise the floor.
Posted by Katie Daley
