{"id":11399,"date":"2019-01-21T15:48:31","date_gmt":"2019-01-21T15:48:31","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=5428"},"modified":"2020-10-21T10:44:47","modified_gmt":"2020-10-21T10:44:47","slug":"adidas-putting-money-where-its-mouth-is","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/adidas-putting-money-where-its-mouth-is","title":{"rendered":"Purpose-driven marketing – a brand putting money where its mouth is"},"content":{"rendered":"

By 2050 there could be more plastic in our oceans than fish. There has been an extraordinary rise in consumer awareness of the plastic problem we face. Programmes like Blue Planet, and initiatives from campaign groups such as Greenpeace, Plastic Oceans and the Marine Conservation Society have all helped to bring the issue of ocean plastic forward in our minds. <\/span>
\nWe know (and have written about on this blog) that, increasingly, consumers buy based on belief. And ocean plastic is an issue that consumers believe in. <\/span>
\nMy favourite brand campaign to reduce ocean plastic comes from Adidas. It is a great example of a value-driven brand that is taking action by re-purposing ocean plastic into its products and spreading awareness via inspiring campaigns in collaboration with <\/span>Parley<\/span><\/a>, a marine organisation that raises awareness of the pollution in oceans caused by plastic, and encourages people to collaborate and find solutions. Adidas has been working with Parley since 2015, so this isn\u2019t a one-off initiative, but part of an ongoing programme. <\/span>
\nAdidas is putting its money where its mouth is, creating products made from recycled plastic that has been taken from coastal areas, intercepted before it reaches the ocean (as part of Parley\u2019s \u2018Avoid, Intercept, Recycle\u2019 approach to plastic). By 2020, the brand says, it wants all of its products to use recycled plastic. <\/span>
\nAdidas\u2019 latest product is the FW18 UltraBoost Parley Shoe, being promoted now through advertising. <\/span>Reports say<\/span><\/a> it\u2019s not only a sustainable product, but a good one. <\/span>
\nIn the face of the enormous controversy around Gillette and its attempt to put purpose at the heart of its brand, it\u2019s great to see an example of where sustainability, brand values and product really do come together. No-one can accuse Adidas of greenwash or lip service.<\/span>
\nWe know consumers prefer sustainable brands with up to 73% of millennials being willing to spend more on products coming from <\/span>sustainable brands<\/span><\/a> so, Adidas is making a corporate commitment and creating a product that is not only good for our environment but good for their business. A real Win Win. \u00a0<\/span><\/p>\n

Learn more about how The Social Element approaches social media strategy<\/a> in this constantly-shifting online landscape<\/p>\n","protected":false},"excerpt":{"rendered":"

By 2050 there could be more plastic in our oceans than fish. There has been an extraordinary rise in consumer awareness of the plastic problem we face. Programmes like Blue Planet, and initiatives from campaign groups such as Greenpeace, Plastic Oceans and the Marine Conservation Society have all helped to bring the issue of ocean…<\/p>\n","protected":false},"author":24,"featured_media":11428,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[24],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Adidas-Pic-1.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"

Purpose-driven marketing – a brand putting money where its mouth is<\/a><\/blockquote>