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Sep 22, 2023
Alex Lewis
Brands and the green opportunity
Why marketers should start thinking about Labour’s green economy plans
Build partnerships and POVs in your category’s transition agenda
Unilever’s collaboration with the Ellen MacArthur Foundation has resulted in its commitment to ensure all of its plastic packaging is recyclable, reusable, or compostable by 2025. The alliance has enabled Unilever to be recognized as an industry leader on sustainability.
Create directional narratives (that stakeholders can align with)
Microsoft takes a definitive stance on AI ethics through its “AI for Good” initiative, focusing on responsible AI deployment in areas such as accessibility and humanitarian action. This narrative resonates with stakeholders and positions Microsoft as a thought leader in AI policy.
What service innovations can you introduce?
Renault worked with the French Government to make electric vehicle charging available in the remoter regions of the country. The Plug Inn app created nearly 500,000 charging points by partnering with communities of people who welcome drivers to charge their EVs in their homes.
How can you build infrastructure and create jobs in the UK?
Coca-Cola has started to build plant-plastic factories as part of the launch of its bottle prototype made from 100% plant-based sources. Similarly, Corona created jobs in China by partnering with the Chinese Government to farm limes through its Corona Extra Lime programme. Both of these ventures fuelled valuable opportunities for PR and marketing storytelling.
Create marketing narratives that show delivery for diverse economic groups
Starbucks has been opening community stores in underserved neighbourhoods to stimulate local economic growth. These stores partner with local minority contractors, suppliers, and provide in-store training programs for youth. Any profits are reinvested into the community.
Focus on marketing that presents your vision of the sustainable future
Recently, MSC Cruises unveiled how they are looking to make their much-maligned category more sustainable, with initiatives including cleaner fuel, recycling and improved water management.

Leaving party politics aside, Labour’s plans present potentially big opportunities for brands looking to drive purposeful action in climate change. And even if these proposals don’t become governmental reality, brands will be doing valuable work to move their sustainability programmes forward by focusing on these important areas of development.
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