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Case studies

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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Buying change

Buying change is something consumers are doing, the change they want to see in the world.  Brands need to respond.

I enjoyed a thoughtful article in Catalyst magazine – consumers buying change.  Consumers are changing their approach when they buy goods and services.  They are making ethically responsive purchase decisions because this is the direction they want to see in the world.  The rapid recent growth in vegan food choices is one example.  Recent surveys by Mintel and others note how many people (and not just millennials) are reducing meat and dairy in their diets.  Influencers like Extinction Rebellion are driving some of the change.

Buying change

Whilst there are dramatic shifts in buying patterns, there are many consumers who are not changing their purchasing patterns.  But brands should not be complacent.  They may be underestimating consumers’ concerns about sustainability.  Consumers may not have many sustainable alternatives at the moment.  But when those alternatives are available, brands will notice consumers are making changes.  Sustainable brands that offer the same price, convenience and quality will win.


Many people like to work for responsible organisations.   They want their employers to do more than make profits.  The moral purpose of an organisation is important.


We have the skills to persuade our managers and directors to adopt ethical behaviour.  It is the right thing to do and makes perfect business sense. Simple things can make a huge difference: choice of raw materials, no single use plastic, positive recycling behaviour and much more.

It can sound daunting to change supply chains, employee behaviour and products all at once.  But there really is no alternative because consumers will demand change and soon.  There is advice at this link


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