News

Is your brand image sustainable?

For Adentity, sustainability has been an increasingly important element when planning concepts and marketing strategies for our clients for more than 15 years. So we were pleased to see that our client, Tetra Pak, has risen from 39thplace last year, to 23rdon the Swedish index of this year’s Sustainable Brand Index Official Report 2018 – the Nordic region’s largest brand study focusing on sustainability.

The independent study, which is conducted in five Nordic countries (Sweden, Norway, Denmark, Finland and Netherlands) is divided into separate country results. For the study, more than 40,000 consumers from ages 16-70 were interviewed in relation to their perception of the chosen brands in terms of sustainability. The brands featured in the report were chosen to reflect brands that the consumer meets in their everyday life, with selection based mainly on: activity on the market of the country, turnover and market share and general brand awareness.

Key findings of this year’s report are that the number of consumers discussing sustainability remains the same as last year (although the number rose slightly in Sweden), but this isn’t necessarily bad news. According to the report, the reason is that this is attributed to the perception that sustainability is no longer something strange or different, but more of an essential topic that is not always considered to be of a particularly sustainable nature. However, the second and most worrying reason is that while companies and politicians are stepping up their efforts in terms of sustainability, consumers are lagging behind. The study cites that 73% of consumers in Sweden say that sustainability impacts their buying decision, compared to only 62% in Norway.

How can we change our habits before it’s too late? Well, it’s a long (and necessary) conversation, but for a start, we can think before we buy.

To read more about the Sustainable Brand Index and obtain a copy, click here

See Adentitys work for Tetra Pak here.

Adentity at Milan Design Week

Adentity visited Milan Design Week in search of inspiration. As well as a preview of summer temperatures, at the world’s largest industrial design event we discovered new designs, thought provoking concepts and witnessed the truly global appeal of design.

In addition to the usual high tech marketing exercises, such as Panasonic’s Transitions exhibition – an exhibition featuring new technologies to mark the company’s centenary – there were some effective low tech, low budget alternatives to be seen.

The automotive brand Mini presented Mini Living, a customisable design concept for living. To communicate the message, Mini provided wood and plexi components, allowing visitors to build their own creations. This not only attracted visitors, but engaged with them, creating a more memorable impression. For the bloggers and instagrammers, the French luxury brand Hermès employed street artists to recreate patterns from the current season in chalk on the city’s streets, while Stokke built oversized children’s furniture to attract ‘selfie’ lovers.

We were inspired by the intricate metalwork of Japanese craftsmen at Superstudio, who created beautiful cut-outs and surface effects, as well as the wealth of indigenous hand crafts and weaving techniques, which further exemplified the diversity of the event.

Sustainability and 3D printing were high on the agenda, with upcycling, closed loop production and on-demand production inspiring some interesting discussions and raising awareness.

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