A rising tide of evidence for purpose marketing has been shored up by Covid-19. Companies have grappled with how to engage an audience who are in lockdown. The challenge; limited resources, reduced purchasing abilities and interests more attuned to health and wellbeing rather than shopping. Companies quickly became more empathetic through purpose marketing, sidestepping from profit-first to community-first. Although, as lockdown eases, there have been questions surrounding purpose marketing and how empathy is used in promotions. Are these questions well-founded?
business
8 steps to selling responsible tourism
So the UN has declared 2017 the year of sustainable tourism for development. Tourism is responsible for 10% of the world’s GDP and has huge developmental potential for countries with limited exports but are rich in cultural and environmental experiences. 2015 saw 1.2 billion international travellers, it is time to take this growth seriously, ensuring it has positive rather than negative impacts.
Insetting… Do companies really need to invent a word to use their common sense?
I was a little stunned when I read the Guardians most recent article on ‘Insetting’. This is apparently a new incredible approach to ethical business. But reading a little deeper, it does comes across as perhaps just another buzz word that PR managers can use to overcome their green washing accusations. Continue reading
Conserve Tourism 