Quite rightly it is a subject which is given more airtime now than ever before, even within the realms of PR and Marketing. Indeed it is perhaps especially more talked about in these worlds as sustainability can be a valuable point of differentiation and brands are looking to prove themselves to be particularly admirable when it comes to meeting their environmental responsibilities.
We’ve spoken at length in past posts about the fact that Millennials have driven a new awareness of values and authenticity, and smart brands wishing to target the Millennial spend have made sure that they align themselves with what is important to this savvy group of consumers. This usually means that manufacturing processes, sourcing of raw materials, conditions and payment of workers worldwide etc. is carefully set up and closely monitored to show a high degree of fairness and consideration across the board. Seldom does the desire to be environmentally responsible go as far as to look at the actual Marketing activities themselves, but in the case of OVO Energy it actually has!
The newly-appointed Director of Brand and Communications for this renewable energy brand has announced that they now intend to offset their carbon footprint on all future advertising and marketing campaigns. Sarah Booth, who came to OVO from on-line fashion brand ASOS, has listed a number of areas where they will be initiating improvements (over and above actually providing green energy) in the hope that they can become an even more sustainable business.
The steps already announced include: –
- Ditching out of home print advertising
- Opting for digital only
- Ensuring digital is powered by renewable energy (or offset if possible)
- Ceasing door drop advertising
- Offsetting any carbon footprint arising from earned print media coverage
- Restricting “unnecessary flights” in the course of marketing work (offsetting unavoidable travel and transport
- Offsetting the carbon cost of electricity from any marketing shoot where renewable energy is unavailable
This is not only a challenging objective on the part of OVO Energy but one which they (and we at RDZ PR) would like to see being adopted by other brands across the world. We will watch this one with much interest…