This article provides a summary of the ‘Marketing as a force for good without greenwashing’ panel discussion from the annual Responsible Innovation Summit, held on 20-21 October, 2020. The session focused on ways to make the most out of your communication strategy to drive positive change and business growth and how to create a mix of values, transparency and sales.
How Has the Pandemic Influenced Marketing Trends?
The speakers were in agreement that the pandemic has influenced a number of marketing trends, and that will have a long-term impact on the industry.
Rosemary Walsh, Marketing Manager for Frank and Honest Gourmet Coffee Company, says, “One observation is, I don’t think we’ve ever been bombarded by as much information as we are now and I think it’s more focused when you’re at home and online.
Two things that I would highlight as a growing trend in marketing are authenticity and sustainability.
I think these factors will be so important for everyone working in marketing.” Brand Manager for Innocent Drinks Ireland, Laura O’Connell joins in, saying that, “Authenticity and the ability to cope with this situation goes beyond the usual thinking of creating good products; it’s about creating a good company which is walking the talk as well.
This year has been scary and confusing. People are looking for meaning, honesty and in a way having a human connection, even when it comes to brands.”
Eamonn Donlyn, CEO of Darwin and Goliath, says, “I’d say the general feeling is that we’ve all looked inward. This entire situation has been global, so everybody has had to deal with the same types of emotions in some form or fashion, even though everyone’s experience is different.”