Report: ‘Meaningful Brands’ enjoy 46 percent higher share of wallet than low performers
Havas Media Group has undertaken the first global study to show how quality of life and wellbeing connect with brands at both a human and business level. The Meaningful Brands study covers the role brands play in communities and personal wellbeing, as well as marketplace factors that relate to product performance such as quality and price. The study reveals that a brand’s “Share of Wallet” – a marketing metric used to measure the percentage spent with a brand vs. the total annual expenditure within its category – is on average 46 percent higher for brands that score higher on the Meaningful Brands metric. Meaningful Brands’ top scorers delivered an annual return of 11.76 percent, and outperformed the stock market by 133 percent. Top global performers for 2015 include Samsung, Google, Nestlé, Bimbo, Sony, Microsoft, IKEA, HP and Philips, along with three Unilever brands – Dove, Knorr and Ariel. (Sustainable Brands)
Unilever partners with global sustainability movements
Unilever has announced plans to partner with leading mass movements, Global Citizen and Live Earth: Road to Paris, in line with its ambition to encourage action amongst consumers towards a more sustainable future. The Live Earth: Road to Paris concert series on June 18 has been organised by former US vice president Al Gore and music star Pharrell Williams, alongside the UN. Unilever will encourage its customers to sign up to the campaign’s ‘Take Climate Action Now’ pledge, ahead of the UN Climate Change Convention in Paris in December. Global Citizen is a movement to end extreme poverty by 2030. Its newest campaign, “Unlock Your Power,” encourages people to act towards making the new Sustainable Development Goals a reality. Unilever will become a leading partner in the effort to help build the world’s largest social activism campaign. (Unilever; Edie)
Corporate Reputation
Abercrombie’s new policy means no more shirtless models in stores
Abercrombie & Fitch will say goodbye to scantily clad “models” and suggestive marketing in new store policy changes. The moves include no longer hiring store associates based on body type or physical attractiveness, and changing store associate titles from “model” to “brand representative.” The company’s namesake and Hollister brands’ presidents also said that by the end of July, there will no longer be “sexualised” images printed on shopping bags, gift cards or other marketing materials. Both Abercrombie & Fitch and Hollister will also discontinue the use of shirtless models at store openings and events. Abercrombie has been making other changes to try to rebuild its reputation following protests over its “exclusionary” policies. The company launched an anti-bullying campaign in 2013, and has added some plus-size apparel to its assortment. (NBC News)
Health
Pepsi to drop artificial sweetener aspartame
A controversial artificial sweetener is being removed from Diet Pepsi in the US amid consumer concerns about its safety. Aspartame-free cans of the drink will go on sale from August in the USA, although not the rest of the world. PepsiCo says its decision is a commercial one, responding to consumer preferences. Aspartame has sparked controversy since it was first approved for use in the 1980s, despite being one of the most thoroughly tested and studied food additives. A study published by Italy’s Ramazzini Foundation in 2005 claimed to have found links to tumours. But European regulators who assessed this research were not convinced, and concluded that aspartame could still be used as a food additive. The US Food and Drug Administration says there are more than 100 studies that support aspartame’s safety, but regulators agree that there should be a limit to how much of the sweetener people consume. (BBC News)
Policy and Research
EU agrees to limit biofuel usage after 2020
After more than 10 years of debate, the European Parliament has agreed new laws to limit the use of crop-based biofuels across the continent. The new rules effectively limit the use of biofuels in the transport sector at 7 percent, which count towards the 10 percent renewable energy target in transport by 2020. The decision will prevent up to 320 million tonnes of CO2 – equal to Poland’s total carbon emissions in 2012 – from entering the atmosphere. Under the reform, oil companies and the European Commission will also need to report the full environmental impact of biofuels, including indirect land use change emissions. The ruling has proved controversial, with sustainable-transport lobby group Transport and Environment, Oxfam and the UK’s Green Party all agreeing that the 7 percent limit is still too high. (Edie)
Image Source: A&F Exterior by Ruehl boi11386/ CC BY-SA 3.0
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