Leading brands should not only be looking to continue delivering value for shareholders, but should also look to be a positive force for sustainable change in the communities in which they operate.
This is the view of OLAM, a global integrated supply chain-managing firm, whose goals are to generate economic prosperity and to contribute positively to the social welfare of its producers’.
Underscore has been working with OLAM throughout 2012, delivering advertising to inform consumers of the brilliant work that they do, and their achievements and successes thus far.
The campaign pin pointed OLAMs’ credentials, highlighting that they have operations in 24 African countries, that they sustainably sourced 4.1 million tonnes of material last year, and that their sustainability initiatives reach 1.35 million farmers. It also demonstrated how much money would be invested by the year 2015, with $2.2 million being earmarked as the figure for Africa alone.
In a world where consumers only seem to care how sustainably friendly a product is after they’re satisfied with its’ quality and price, the approach taken by OLAM is extremely refreshing. Placing sustainability alongside continued profit making, suggests how important of an issue it is.
There are currently great examples of companies who are appealing to consumers to take notice of the impact a more sustainable world would have, most notably Marks and Spencer and B&Q. But we believe more brands should utilize the loyalty that they have with consumers, and become their mentors on sustainability issues.
There is plenty of evidence to suggest that consumers would welcome further brand-based guidance on how we, together, can create a more sustainable world. And it is obvious that brands are best placed to raise the profile of sustainably friendly products, in order for the public to gain a deeper understanding of the issue, while not completely changing the way they consume.