TBWA the disruption and media arts company

We recently had the pleasure of diving deep into the world of eco-friendly and sustainability with one of our partners. In doing so we had the opportunity to complete immerse ourselves in the key trends and traits of all things ‘green’. We wanted to share a few tidbits as food for thought when approaching sustainability platforms and eco-friendly strategies for your brands.

ECO -ESSENTIAL

While eco-concerns will remain a lifestyle choice for many in the ‘West’ (often driven by eco-status), in the rest of the world (especially in rapidly developing urban environments), eco-demands are often driven by the desire for tangible benefits, and for products that can alleviate less-than perfect, if not downright dirty, conditions.

ECO -SUPERIOR

One option for brands attempting to move beyond the ECO -FOR -GRANTED mindset will be to take aim right at the heart of traditional alternatives, and deliver products or services with superior quality and design, increased durability and/or lower running costs, in order to appeal to even the most eco-skeptic, self-centered or financially-challenged consumer.

ECO -ICONIC

But don’t forget the many millions of consumers who, recession or no recession, still want to flaunt their eco-credentials. Indeed, with many mainstream consumers seemingly abandoning their green

intentions, those who stick to their eco-principles will want to signal their identities with even more iconic and desirable eco-products and services.

ECO 84

ECO + 2012 will also see ECO + products: those that don’t only seek to minimize their impact, but actually benefit the environment or their surroundings.

ECO -FOR -GRANTED

Financial fear means that, for many Western consumers, going green will take a backseat in

2012. However, don’t think as a brand you can let up, because consumers will still expect you to do the right thing in order to assuage their conscience. Indeed, for many consumers, their personal lack of action will only increase their desire for brands to clean up their act – because while individuals might not always feel they can go green themselves (too expensive, not enough time, too much hassle), they sure as hell expect big corporations to lead the way.

ECO -URBAN

As the planet becomes ever more urban, consumers will embrace creative solutions that are tailored to city life, if not improve it.

ECO -CYCOLOGY

In 2012, growing numbers of consumers will become increasingly aware of not only the financial value of their old ‘stuff’, but its material and ecological value too. This will create opportunities for brands that can collect and recycle all old purchases, especially if they can do something constructive with them.