The new Aspirational Consumer Index offers a fresh glimpse into the rise of the Aspirationals, more than a third of the consumers worldwide who are uniting style, social status and sustainability values to redefine consumption. But is the future shaped by the Aspirationals’ sustainable shopping habits necessarily a sustainable one?
Author: Raz Godelnik
By the time you finish reading this article (let’s say 5 minutes from now) 20 children around the world will die because of diarrhea or pneumonia. This is 2 million children every year. Unilever’s Lifebuoy wants to change this reality in a new campaign also representing a new era of partnerships.
Last Thursday, McDonald’s announced its plans to make significant changes in its menu and marketing, increasing “access to fruits and vegetables to help families make informed choices.” Why? In one word: Millennials.
This debate over Chipotle’s new Scarecrow film got me thinking – while Chipotle’s campaign obviously tries to present a “disrupt and delight” approach, where the unsustainable status-quo is disrupted in a way that offers consumers delightful solutions, it’s not clear if the result is indeed “disrupt and delight” or “disrupt and dislike.” So which one is it?
When was the last time you bought ugly fruit or vegetables? A misshapen cucumber, a deformed carrot, or a discolored zucchini? You probably have hard time remembering because these sorts of ‘ugly’ fruits and vegetables are screened and thrown away before they reach the supermarket’s shelves to ensure customers see only fruits and vegetables with perfect shape, size, and color. A growing number of entrepreneurs and organizations to look for ways to change this unsustainable reality.
Hearing about Coca Cola Enterprises’ (CCE) new sustainability initiative in the UK designed to boost the reuse and recycling of plastic bottles, my expectations were pretty high. After all CCE, the largest Coca-Cola bottler in Western Europe, is known to be taking sustainability seriously and is even considered one of the leaders in exploring consumer behavior change. Unfortunately I was dead wrong. If ‘Recycle for the Future’ was all about the future of using brand marketing to encourage recycling, ‘Don’t Waste, Create’ campaign is all about the past and not necessarily in a good way.
The latest example that more is not necessarily better came from CVS, where its absurdly long receipts generated a public outcry on social media. This episode, which seems to be over now, provided not just with an opportunity to make fun of CVS, but also some important lessons in innovation, sustainability and responsibility.
You might think that 10 years after AccountAbility published its first Redefining Materiality report it will be easier for companies to figure out what’s material and what isn’t when it comes to environmental, social and governance (ESG) factors. Yet, in a way, it looks like things have become more complex. But not to worry, a new report is here to help.
Farmigo is getting ready for its next evolutionary step, enabling entrepreneurs, or Champions, as Farmigo calls them, to start their own Food Communities. To learn more about the new program, I talked with Benzi Ronen, Farmigo’s co-founder and CEO.
After the news broke last week that Bezos bought the Washington Post for $250 million, everyone, from the commentators to newspaper headlines seemed to share the notion that Jeff Bezos makes long term investments. But is it true? Does Jeff Bezos really have a long-term view? I decided to look at it through Amazon’s record on sustainability.
A new study suggests some women also seek these luxury items to prevent other women from stealing their man. The researchers found that “women’s luxury products often function as a signaling system directed at other women who pose a threat to their romantic relationships.” What its these findings mean for the future of sustainable consumption?
If I asked you to name some of the companies leading the way in sustainability you’d probably think of companies like Unilever, Nike, Marks & Spencer, GE or Ford. Now, how about Kering?
Following the strikes of fast food workers who want to raise the minimum wage to $15 per hour, McDonald’s should be thinking about innovation and design thinking.
Harvard Management Company, which manages the university’s endowment, announced that Jameela Pedicini will become its first vice president of sustainable investing. What does this appointment mean? Is Harvard getting closer to saying ‘Yes’ to the divestment campaign, or is it just a lip service gesture to the students?