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Ice Cream brand Ben and Jerry's have set up a Climate Change College, which has sent two young people committed to tackling climate change to the arctic to understand the problems better. The two people selected, Lesley Butler and Neil Jennings (pictured), will also spend the next 12months as ambassadors to spread the word about climate change. Some have criticised Ben and Jerry's saying that this programme really isn't enough, but Ben and Jerry's themselves have been honest that it is just a drop in the ocean and that its intended as just one initiative to encourage individuals to play their part in tackling climate change.
The critics' real worry is probably more due to the fact that Ben and Jerry's the company to Unilever, which has eroded some trust in the brand and has led to some assuming that whatever they do now is not in the true spirit of Ben and Jerry's, but just a cold marketing exercise. Jerry Greenfield admits that there is some regret about the sell out, but the Climate Change College is a project organised by the Ben and Jerry's foundation of which he is President. He was also honest about the role of business, suggesting that making blanket criticisms of business is not helpful. He acknowledged the importance of business ethics and said that "If you want to have a business that is based on values, you can do that and still make money". Quite right.
This blog is supported by Scamper - The pioneers in Sustainable Brand Strategy
Diesel have launched a new ad campaign called Global Warming Ready, depicting fashion models in a world where the major effects of global warming have begun to take place.
It's claimed that the aim is to raise awareness of global warming, but it seems like a highly superficial campaign. The images appear to glamourise rather than warn against global warming, and there appears to be little or no substance to the campaign. I couldn't find any information about the campaign on Diesel's website other than in the press section where they are trying to gain publicity, and despite their claims that they want to encourage people to fight global warming, there is no mention of what they are doing as a company.
This might well be a good talking point, but its more likely to generate cynicism towards their brand in the wider scheme of things. Their intentions might well be good, but to many this campaign will look as though its making fun of global warming. This campaign is either very brave or very foolish.
This blog is supported by Scamper - The pioneers in Sustainable Brand Strategy
