The global communications network Havas Media has just published its Meaningful Brands Index for 2013. The Index is part of Havas Media’s wider programme, Meaningful Brands, which sees social capital as the key to top market performance
The index seeks to “create shared value for brands and communities” and analyse the “connections brands have with our quality of life and wellbeing.” According to Havas, the emphasis on consumer connection plays out in the numbers: their Meaningful Brands outperform the stock market by 120%.
The North Atlantic fin whale is the largest mammal in the world after the blue whale and considered to be verging on extinction. Environmental campaigners recently revealed that the meat from such endangered whales caught off Iceland by the company, Hvalur hf – “Whale Ltd” – was being sold in Japan as upmarket dog treats. Michinoku Farm, a company based in Tokyo, was producing chews made from North Atlantic fin whales, marketing them as “low calorie, low fat, high protein” and suitable for dogs that are allergic to other meats.
As much as I try to telework to minimize our firm’s environmental footprint, there are times when I just have to travel to meet client needs. So I fly. A lot. I can, like most frequent flyers, recite the safety briefing from memory. On a recent trip, it occurred to me there are gems of wisdom in that briefing that we can apply to the world of corporate responsibility, if we look at them creatively.
“Don’t Leave Your Baggage Unattended” - You often hear this announcement in the holding room, before boarding.
Sustainability reporting is harder than it looks. Companies new to reporting often pick up the reports of competitors, suppliers, or customers and think, “Well, that’s not rocket science. We already have a corporate brochure and a website. We’ll just add some ‘sustainability facts’ to that stuff and we’re good to go.”
Then they produce a report that looks like a corporate brochure mashed up with a website and a data dump, and they wonder why no one is impressed.
Social and environmental responsibility remains an important part of communication strategy for today’s organizations, and now thanks to social media, there are more tools than ever to engage your audiences and share your message.
This morning, an Associated Press Twitter account was hacked, and a false tweet reported explosions in the White House that injured Barack Obama. There’s been no better illustration of the potential impact of social media on the economy than this: