Part 2: Should all brands have to show their environmental side?

Part 2: Should all brands have to show their environmental side?

With COP28 taking place in UAE this month, we asked people for their opinions if all brands had to show their environmental side.

Given the current landscape, the multiple yeses come as no surprise. However, we also saw few noes.

Earlier this year, even Unilever’s new CEO Hein Schumacher said purpose is not relevant to every Unilever brand.

Here’s the second part of what all the industry experts had to say in detail:

Haikel Ben Hamouda, Strategy Director, TBWA\RAAD

Maybe 

“The only way forward, if we are going to improve the quality of the environment, is to get everybody involved,” said Richard Rogers.

Protecting the environment is a collective responsibility. Brands must be part of it. We live in a world where people have developed defiance against “greenwashing”. It’s not about instrumentalizing greenwashing to sell more, it is about selling more wisely to create loyalty.

Therefore, brands must be careful with their narratives: why they do it, and how they do it. Above all, asking a simple question can help us decide: does this make sense to our brand?

Wasim Basir, Head of Marketing at Circulyte

Yes

There is no choice. The planet is in ICU and this is the only one we have.

The real change is only possible with a Public-Private