ARTICLES AND BOOKS
GREEN POPULISM - COULD THE ENVIRONMENTALISTS' DIRTY WORD BE WHAT BRINGS THE CLEAN BREAKTHROUGH?
Identity politics have never been far from the climate change discussion — socially liberal values make a comfortable fit for many environmentalists. But with the climate issue now commanding mainstream attention, new situations present themselves. Surges in Populism have fuelled antagonism from the more resistant audiences. That helps no one. Perhaps in the interests of a decisive breakthrough, climate could soften on the less directly related radical social justice and do more to highlight the positive real-world benefits of new clean economies and technologies. For an even greater good….
Identity politics have never been far from the climate change discussion — socially liberal values make a comfortable fit for many environmentalists. But with the climate issue now commanding mainstream attention, new situations present themselves. Surges in Populism have fuelled antagonism from the more resistant audiences. That helps no one. Perhaps in the interests of a decisive breakthrough, climate could soften on the less directly related radical social justice and do more to highlight the positive real-world benefits of new clean economies and technologies. For an even greater good….
BRAND PURPOSE - MAKING THE WORLD BETTER OR SPLITTING IT IN TWO?
Brand purpose has for some time been the buzz in marketing discussions and has become synonymous with social causes. But for all the good intent, it can also seem preachy or polarising or rely on simplistic assumptions about people’s views. This article looks at how we got here and suggests that brand purpose should be about sharing opportunities for good, not creating antagonism.
Brand purpose has for some time been the buzz in marketing discussions and has become synonymous with social causes. But for all the good intent, it can also seem preachy or polarising or rely on simplistic assumptions about people’s views. This article looks at how we got here and suggests that brand purpose should be about sharing opportunities for good, not creating antagonism.
CLEAN ENERGY DESERVES EMOTIONAL POWER
In getting people to make clean energy choices, shouldn’t we be making the message more positive, even visceral?
In getting people to make clean energy choices, shouldn’t we be making the message more positive, even visceral?
David Hopper has co-authored a best-selling book with Charles Vallance, founding partner of advertising agency VCCP. The Branded Gentry is a series of written portraits of successful British entrepreneurs who have put their names to their brands - Tim Bell, Johnnie Boden, Emma Bridgewater, Jackie Cooper, James Dyson, John Hegarty, Robert Hiscox, Tony Laithwaite, David Linley, Julian Richer, John Sainsbury, Paul Smith, and Jonathan Warburton. The book delves into their motivations and personalities, at a time when the trend seems to be moving away from business eponymity. It recounts interviews with each one - their own words and anecdotes forming substantial portions of the text. Each chapter includes not only the philosophies and strategies of these characters, but observes some of the fascinating detail of their everyday lives. Extracts from the book have featured in The Sunday Times, The Telegraph, The Daily Mail, The Financial Times, Marketing, and The Spectator. (Elliott & Thompson)
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