Brand personification

Brand personification

Let’s get started! Companies have undergone severe changes since the outbreak of covid19. They have had to adapt and look for new ways to attract customers to their premises. With the lack of tourism and the stop of immigration, the hospitality industry has suffered the most.

Not only have the companies changed their mentality, but also their customers. Nowadays, consumers are looking for something else. They want to interact with the brand. They want an experience!

It is no longer enough to offer a good service and a good product, but we must go a step further, and how can we achieve this?

Interact and engage with your consumer within the venue; they love it!

We at Posh Cockney are willing to share specific mechanisms and strategies with you.

As we have previously mentioned, the first strategy is to offer a multisensory experience to the client. What is your story? Why would the client revisit you? What different events are going to happen in the week?

The creation of events for VIP clients. These events can be very varied, from talks by a distinguished fashion personality or editor of a magazine of any field to masterclasses of cigars, cocktails, or how to prepare the brand’s signature dishes.

As we have been saying before, companies have to offer a unique experience. The place is chameleonic, meaning it offers different experiences throughout the week with various events and parties that customers can enjoy, thus creating a unique atmosphere.

We all know that the place’s decoration is as important inside as outside of it. That is when we should ask ourselves what colour does our brand represent? What do we want to express with our decoration? All this will vary depending on our values as a brand and the time of the year in which we are.

More than a restaurant, a multisensory experience

That concerns the premises, but what other ways does the customer interact with the brand? As mentioned before, covid has changed how we socialise and interact. The internet has taken on an essential role in our lives.

Social media such as Instagram, Facebook, LinkedIn or even Youtube have served as a lot of help in the pandemic for companies to maintain contact with their customers and thus interact with them constantly. Youtube and Instagram have offered many options, especially maintaining contact with customers during the pandemic. Many companies launched tutorial videos on preparing their favourite dishes at home, creating great popularity among their clientele on Instagram, creating hashtags and mentioning the restaurant’s account multiplied visits among new consumers and the restaurant itself.

Covid has meant a big difference, given that many companies have not been able to read this dramatic change, with the result of staying behind in this competitive city, as is London. Something very striking has been the use of music lists on Spotify. This feature has exalted the musical personality of the company and its best hits where customers can continue to enjoy the spirit of the brand and remember the moments lived in the place.

To find out more about PR and how your company can benefit, get in touch with Posh Cockney today. 


Traditional PR V Digital PR

PR is a profession that dates back to the early 1900s, the art of persuading, influencing public opinion and maintaining a positive public image. Since then, the world of PR has grown and developed and continues to do so. Modern technology and the Pandemic have both had a huge impact on the way that PR is done today.

One debate, however, that isn’t going out of fashion, is whether Traditional or Digital PR is best. To evaluate this, we must first understand the differences. 

 

What is Traditional PR?

Traditional PR uses conventional news channels – magazines, newspapers, radio, TV, podcasts – to increase brand awareness. This is done through press days, sending out press releases and building up strong relationships with journalists. 

As well as this, traditional PR plays a big role in crisis management within a company, dealing with any negative press and maintaining a positive public opinion of the brand.

 

What is Digital PR?

Digital PR aims to boost the presence and visibility of a brand online through online press coverage, blogs and websites. This is done by using creative content, research and data that drives clicks to the brand’s website.

Whilst link building is a huge plus in digital PR, it is important that the emphasis remains on the story. The focus should be on relevance and storytelling, rather than on the link itself. This results in high quality links from high DA websites, which will be well rewarded by Google. 

One benefit of digital PR is that it is far easier to track success through open rates, Google Analytics and coverage stats. 

PR - Typewriter

What does my business need?

The short answer – both. 

Gone are the days where a press release is sent to journalists by post and PR professionals spend an afternoon in a wine bar building in person relationships with journalists. All forms of PR now have a digital element, from press releases being sent via email to almost all major publications now having a major online presence. 

However, traditional PR is far from dead. A report carried out by Ofcom in July 2021 found that 79% of news was still consumed through TV, making it the most used platform for news. 

The most important factor to consider is, where does your target audience hang out? If you’re targeting Gen Z, then a more digital approach with a big emphasis on social media will be needed. For an older audience, a more traditional approach may be required. A combination of the two will, of course, lead to a wider audience coverage.

To find out more about PR and how your company can benefit, get in touch with Posh Cockney today. 


influencer doing job

Influencer marketing: The new reality of marketing in 2022

In the day and age that we live in, social media has become a significant part of our day-to-day lives, from the minute we wake up till the moment we go to sleep. Everybody is constantly checking their phones, looking to find the next big thing, the new foodie hotspot or the perfect place for a first date. This is where influencer marketing comes into play.

Social media apps on iphone

Influencing the masses

As we move into 2022, influencer marketing is majorly setting off, with influencing becoming one of the most trendy jobs for anyone who’s passionate about the social media scene. 

A decade ago, the influencer arena was limited only to celebrities and a few dedicated bloggers. However, this has all changed as we’ve seen social media influencers rise and saturate the market. 

Influencers are now regarded as experts in their chosen niche and through constant posting on their social media profiles, they have managed to build a following of people who are interested in what they have to say. These individuals are practically dedicated fans of the influencers they follow, like or subscribe to and happen to be very loyal to them. 

And this is exactly the key to influencer marketing: a loyal follower base of people who pay close attention to what influencers say and do. Influencer marketing works because of the high amount of trust that social influencers have built up with their following; therefore, their recommendations are sought out by their followers.

Influencer marketing graphic

Influencer marketing in 2022: Why does it work?

Currently, with the plethoric selection of social media platforms, influencer marketing has become a full-time strategy. In an age in which we have grown from the original Instagram influencer marketing, new platforms like TikTok have gained massive popularity. 

The beauty of influencer marketing is that there are many influencers to choose from to promote a brand. Like any other marketing campaign, influencer campaigns do not differ. Whilst there are some unique factors to take into consideration while working with influencers, setting up a campaign is the same as most marketing campaigns: research, set a budget, determine goals, find your influencers, review and revise. 

Influencer marketing can help brands achieve their two most common goals: to elevate brand awareness and increase sales. Influencers have the ability to reach very specific audiences. Instead of having to rely on thousands of followers, influencers ensure a very targeted audience, which guarantees an increase in your brand’s traffic. 

The strategy is increasingly becoming more popular among businesses these days because traditional advertising has become less effective in attracting leads and customers.

It works because it uses tactics like word-of-mouth marketing and social proof, which are now critical aspects of any successful marketing strategy. Customers trust their peers, friends, and people they admire more than the companies selling the products and services they buy and use.

influencer doing job

The very good and the bad

How the world of influencer marketing looks and operates has changed a great deal over a short period of time and in five years may be drastically different from how it is today. That’s the thing with influencers, it is a very volatile career that is subject to change at any second. However, it is here to stay.

If you want to learn more about influencer marketing and how influencers can help promote your business, contact Posh Cockney today!


Diversity in Hospitality: How is The Industry Doing?

Over the last two years, the hospitality industry has been subjected to riding the rollercoaster of uncertainty and misfortune that is Coronavirus. Although there has been obvious damage done to the industry’s flow of revenue, resulting from coronavirus restrictions and a decrease in consumer spending, the severity of impact on diversity & inclusion (D&I) within the industry is a grey area that is much open to interpretation. 

A Look Back at Diversity & Inclusion in 2021

Before the discovery of Coronavirus, the hospitality industry had acknowledged the diverse nature of the world’s population and this was reflected in the fervent development of more inclusive and diverse workplaces. To the industry, D&I means encouraging the widest possible perspective to play their full contribution in business, using their unique range of talent, experience, and outlooks to achieve the best possible outcomes. After all, a diverse target population is reliably represented by a diverse workforce.

However, approximately 660,000 jobs were lost in the industry throughout 2021, a time when the government’s Coronavirus job retention scheme was paying the wages of individuals who were barred by law from waking up in the morning and going to work.

At the time, the dissatisfaction felt by diverse groups of employees due to reported challenges they were previously facing with mental health, work-life balance, a missing sense of affinity and acceptance with colleagues was emphasised. Hence, with the financial support from the government, many employees felt secure enough to leave the industry in search of greener pastures. More than one in ten UK hospitality employees left the industry in 2020, and as of April 2021, the number of applications dropped by 82% compared to the year prior., translating to a staffing crisis within the industry with one in six hospitality jobs vacant as of December 2021. 

The Hospitality Industry’s Way Forward

With the advent of the Omicron variant and a crash in consumer confidence associated with the government’s inexplicit countermeasure scheme, it is hard to tell what lies ahead for industry D&I in 2022. Even though things seem to be off on a rocky start, the industry has previously integrated D&I efforts into its framework of success. So, the question remains of if leaders within the hospitality industry will continue to keep it as a priority on their agenda by developing Coronavirus specific programs and policies that will support employees during this time of fundamental uncertainty. 

It has become more evident with time that things will not go back to how they were pre-pandemic and a new normal way of functioning has emerged with change. From a holistic perspective, it is up to the individual sectors within the industry to unite, so that the industry can once again make progress on its journey to more diverse and inclusive workplaces.

“As a sector, we do have the opportunity to turn COVID-19 into a watershed moment—an opportunity to move the dial positively on D&I.  With creativity and an informed approach, inevitable restructures could enable new and diverse talent to emerge. Put simply: Businesses that fail to prioritize D&I—especially now—will suffer as they find themselves outrun by their more forward-thinking competitors, whose leadership is fully representative of their consumer base,” said Elliott Goldstein, managing partner, The MBS Group: on D&I in the hotel sector.

To find out more about how Posh Cockney can help your company, click here


Vegan food

Veganuary in the Hospitality Industry

It’s a new year, meaning, New Year’s resolutions are out in full force. There are limitless opportunities for self-improvement in this period, but the most common ones revolve around improving diet and health. What better way to start the year than a challenge: Veganuary.

Veganuary

 

History of Veganuary

Veganuary was founded in 2014 by a husband and wife, Matthew Glover and Jane Land. It is an annual challenge run by a UK non-profit organisation, which aims to promote and educate about veganism. The idea is simply to inspire people from all around the world to follow a vegan lifestyle during January.

Since its birth, more than a million people have signed up, but the number of unregistered participants could potentially be ten times more. In 2015, the project registered 12,800 sign-ups, 400,000 in 2020, growing up to 513,633 in 2021.

Veganuary is not only about healthier eating or decreasing animal cruelty, but it has a great impact on the environment as well. Recent research suggests that over 100,000 tonnes of CO2 were saved by one million participants so far.

Shift in Consumer Preferences

Interestingly, while the month of Veganuary has a huge positive impact on its own, 76% of participants are reported to actually stick to the diet after the 1-month challenge. According to a Vegetarian Consumer Trend Report from 2019, 50% of consumers aged 18-34, would like to be able to substitute animal protein with plant-based alternatives, while to 25% of young British Millennials, veganism is more appealing now than before the pandemic. These numbers show that the demand for permanent vegan choices is set to accelerate further.

This could be a good time for restaurants to introduce new vegan concepts for a limited time to assess popularity, with a vision to have a regular line of vegan choices available throughout the year. Hence, restaurants are prompted to offer more vegan and vegetarian options on their menus, due to the gradual increase of people cutting down meat. Customers are looking for authenticity and a lasting, meaningful commitment to the cause with options available after January.

How have restaurant brands reacted?

Vegan food

It can become quite competitive in the market. Apart from the people, there has been a significant engagement by businesses and certain restaurants jumping on board the vegan bandwagon. Traditionally meat-oriented fast-food restaurants, like KFC and Pizza Hut were among the 600 businesses participating last year. Popular Italian restaurant Zizzi’s has introduced a vegan pizza, sandwich shop Pret A Manger have opened another completely vegan store in London and higher-end restaurant Gauthier Soho opened the first-ever fully vegan restaurant last year.

Posh Cockney clients, such as Happy, Olives and Meze and The Pepper Tree are also among the large number of restaurants adapting to the trend by offering additional vegan options or separate vegan menus.

Lastly, the number of vegans in the UK has tripled in the last decade to over a staggering 500,000 people, according to The Vegan Society. All these facts and numbers point towards the quickly changing customer preferences, forcing the UK restaurants to keep up with or threaten to be left behind.

Do you need support attracting more customers during Veganuary? Get in touch with Posh Cockney today!


The links between Fashion and Hospitality

The relationship between the fashion industry and the hospitality industry has escaped close scrutiny for some time now. However, it is something that is ever changing and only becoming more apparent with time. As the world of fashion ventures deeper into the hospitality sector, and brands are entering new markets, the synergy between these two parallel industries is enhancing and is becoming undeniably intricate. 

The intertwined relationship between the two has not always been blatant, but it has always existed. Fashion plays a significant role in the hospitality industry. We see its influence in simple things such as a restaurant’s menu design, its interior décor and even the uniform they give their staff. However, now it is much more than that. 

The intersection of these two industries has mainly been propagated by luxury brands. We can see this in the likes of Roberto Cavalli’s ‘Cavalli Club’ in Dubai, Louis Vuitton’s ‘Le Café V’ in New York and Giorgio Armani who is constructing his hotel empire across the globe. Their interest in the hospitality sector is nothing new, and has been around for some times as Ralph Lauren was among the first to start this ‘trend’ back in 2015 when he opened up Ralph Lauren’s Polo Bar in New York. Both the fashion and hospitality industry are likeminded in their aims to create new and dynamic experiences for their customers; and by merging the two industries together customers are left completely satisfied and all temptations are given into. 

The recent growth of this ‘trend’ has come from the consumers themselves. The new generation of Instagram and Tiktok users have been the ones to spur this phenomenon. Millennials and Gen-Z who prioritise the aesthetic of a restaurant over its taste drive brand ideas. Owner’s hope to attract a younger clientele who will promote these Instagram hot-spots. The brand-owned restaurants cater heavily to creating a space and ambience identical to the image their fashion gives off. Tiffany’s Blue Box Café in Harrods is unmistakable as the brands décor is almost entirely their signature colour of Tiffany Blue, immaculately replicating the aesthetic the brand emanates. Brand awareness is important as it’s a working method as people will often go to a recognisable brand as it’s a trusted source and a guaranteed good experience. 

 

Also, faced with post-pandemic blues and online competition from a generation that can get everything they need delivered to their homes, brands have had to think of ways to attract their customers back into their stores. As these two universes blend together to cater for their younger clients they aim to bring the brand alive, for a generation who will most likely be the core customers of these brands in a few years’ time, and they seem to value multi-sensory experiences.

For older and more entrenched customers, the fashion industry has collaborated with hospitality as a way to strengthen their relationship with existing clients. For top clients or influencers, these designers host private events or dinners in their restaurants, as a thank you or an added perk to strengthen and secure their ties. 

Look out for Giorgio Armani’s next Armani Hotel in London, the long awaited and ambitious outcome of years of planning at Admiralty Arch, opposite Buckingham Palace. 

Posh Cockney client Temakinho is another fantastic example of fashion meets food as founder, Linda Maroli, grew up with fashion all around her and this is clear in the menu and decor of Temakinho.

‘’In the early years of Temahkino, I was working both in the restaurant and in Alexander McQueen to pay the bills. Switching between fashion and restaurants gave me the eye for detail needed to fuel the aesthetic power of the Temakinho brand.’’ – Linda Maroli. 


A Mega Year for Posh Cockney

2021 got off to an incredibly tough start for everyone in the hospitality industry. Restaurants and bars across the country were forced to close and in so many cases, the first thing that businesses put on hold was their PR and Marketing with many businesses deeming this unnecessary or now having the time to take this on themselves. 

In January, Posh Cockney had just two part-time members of staff and three clients, 12 months on and those numbers have rocketed. We now have 17 clients, with many more on the horizon, as well as 10 full-time members of staff.

The introduction of the Future Star Programme has been a huge success for the company and has allowed us to offer many of our interns full-time positions within the company. 

Let’s take a closer look at some of the highlights of 2021.

Restaurant openings

We love opening new restaurants and this year we have had the privilege of being involved in the opening of three restaurants in 2021.

EGGOLAND, Ritu and Eco Kingston all opened their doors for the first time this year, with a launch party planned, arranged and carried out by the Posh Cockney team.

Learn more about how we launched Eggoland here. 

We are looking forward to opening Em Sherif in January 2021 and relaunching Hamlet Hotel Maidstone in the spring. 

PR

The Posh Cockney PR team have had a phenomenal year, landing coverage in almost every major UK publication including, GQ, Daily Mail, The Telegraph, Evening Standard, Ok! And many more. 

As well as this, Eggoland founder Sohail Ahmad was interviewed on Sky News, GB news, ITV and BBC.

It has been a difficult year for press coverage, with loud news stories taking over the headlines and a huge amount of new restaurants opening in London. But our team have worked hard to build relationships and get our clients seen.

Take a look at some of our client press here. 

Posh Cockney Productions

This year, we have fully integrated Posh Cockney Productions with our PR and Marketing packages. This has allowed us to create incredible content for our clients that perfectly aligns with their upcoming campaigns. 

We are incredibly proud of the images and videos we have produced and look forward to heading into 2022 with the goal to make us the go to agency for outstanding content creation. 

 

New Recruits

We couldn’t do what we do without our team. We are delighted to have been able to welcome so many new team members this year including Alice Jupp as PR Executive, Chanelle Moscardon as Marketing Manager, Judit Rosa and Laura Castelli as Social Media Managers and Athina Antonellou as Influencer Marketing Manager. 

We can’t wait to see what 2022 has in store for us. We are ready for the challenges and excited to continue to grow and develop as an agency. 

Our Clients

Olives N Meze, Soho and Clapham – PR, Marketing, Social Media Management, Productions

Eco, Kingston and Clapham – PR, Marketing, Social Media Management, Productions

Happy London – PR, Marketing, Social Media Management, Productions

Temakinho, Soho and Tower Bridge – PR, Marketing, Social Media Management, Website Creation, Productions

Ritu – PR, Marketing, Social Media Management, Website Creation, Productions

Hamlet Hotels – PR Management

The Tooth Club – PR Management, Productions

Onyx – PR, Marketing, Social Media Management, Productions

Republic W4 – PR Management, Productions

The Pepper Tree – PR, Marketing, Social Media Management, Productions

Array – PR, Marketing, Social Media Management, Website Creation, Productions

Bosporus – PR, Marketing, Social Media Management

Biscuit Boutique – PR Management

Hospitality Titans – PR, Marketing, Social Media Management, Productions, Event Management

Jack Solomons Club – PR Management

Sophie’s Steakhouse – PR Management

Fulwell 93 – Event Management

Em Sherif – PR, Marketing, Social Media Management, Website Creation

Want to see your name on that list in 2022?

Get in Touch Today

christmasize brand

Should you "Christmasize" your brand?

With the holiday season now upon us, everybody has red, green and white lens sunglasses on, filtering everything they see in the name of the holiday spirit. This is where the “Christmasize” idea comes from. But what do we mean by this?

When we say “Christmasize” your mind probably goes straight to standard practices like making all product packaging red or adding miniature Christmas trees and Santa Clauses into all of your social media graphics. That’s one way to think about it, but there are other ways that you can bring the holiday spirit into your business and products.

Christmasized displays

christmasize brand display

One of the most successful ways that companies have managed to christmasize their services, especially in London, is by extravagantly decorating their stores. The image above shows the very popular high-end superstore Fortnum and Mason and how it’s decorated as a giant advent calendar. Right on Piccadilly Street this intricate light display provides one of the most sought out picture spots in all of London.

This specific type of festive marketing helps companies gain more recognition through social media posts and the hundreds of articles that are written every year comparing their Christmas decorations. In essence, by turning your store into a Christmas paradise, you can gain free advertising for going viral.

By doing this, companies get people talking about them and that talk tends to last for some time. Around the holidays, consumers always expect great things from businesses. They love to compare Christmas decorations, which goes hand-in-hand with people posting their opinions on the internet.

For example, the Selfridges’ Christmas display in 2019 was one of the most talked about displays around the world. Many companies in other countries even tried to imitate this famous storefront, but to no avail. This gave rise to memes that went viral on social media, like the one pictured below, which compared Selfridges to a nation-wide technology store in Greece. All of this attention skyrocketed Selfridges’ sales and popularity.

christmasize display meme

Festive products

Another important aspect of Christmas is the introduction of limited edition seasonal products that everyone anticipates leading up to the holiday. This is a great example of Christmas marketing that increases brand loyalty over time. These products are a staple for every holiday season, such as what Starbucks sells every year. Served in the iconic red Christmas cups, Starbucks’ seasonal drinks are one of the most-sought out Christmassy products on the market, with everyone wanting a taste of the Gingerbread Latte.

christmasize brand

Want to know more about how you can Christmasize your brand this December? Get in touch with Posh Cockney today.


coca cola christmas advertising

Coca Cola's monopoly in Christmas advertising

When the holidays come around every year, everyone looks out for Coca Cola’s new Christmas adverts and marketing techniques for the festive season. At this point, Coca Cola and Christmas are synonymous due to their monopoly over the emblematic holiday.

The story of Santa Claus as you know him

A velvety red Santa suit with a white fur trim, a thick snowy beard, and a jolly face: the Coca‑Cola Santa plays a part in all our Christmases. When you think of Christmas, this image of Santa is the first thing that always comes to mind.

coca cola santa

In fact, Coca Cola’s Santa helped define the look and personality of the modern Father Christmas, practically making Santa Coca Cola’s personal marketing mascot. This representation of Santa was commissioned by an illustrator called Haddon Sundblom in 1931, where he created multiple oil paintings of Santa as we know him now, which were used as advertising by the brand.

They depicted Santa giving gifts, reading books to children and of course drinking or holding a classic Coca Cola bottle. The final illustration that Sundblom created for Coca Cola was in 1964, and since then, the brand religiously uses his images in all their festive marketing campaigns.

However, as stated by Coca Cola “these paintings are also some of the most prized pieces in the art collection in the company’s archives department and have been on exhibit around the world, in famous locales including the Louvre in Paris, the Royal Ontario Museum in Toronto, the Museum of Science and Industry in Chicago, the Isetan Department Store in Tokyo, and the NK Department Store in Stockholm. Many of the original paintings can be seen on display at World of Coca-Cola in Atlanta, Ga.”

How Coca Cola rules Christmas advertising

In our minds, Christmas is and always will be tied with Coca Cola advertisements. The world-famous brand has classically conditioned its consumers to sing their song when the holiday season comes around, visualising their version of Santa and imagining trucks filled with their classic Coca Cola bottles.

coca cola christmas truck

As Alina Gorbatch said, “it’s pretty clear how the soft drink giant achieved that result. Coca-Cola jumped on the most effective marketing technique ever – selling happiness. They defined happiness as Christmas: the time most people genuinely cherish. Then, they kept the connection firmly year after year until the world gave in and built a strong association. Consistency in marketing often pays off.”

“In 2020, Coca-Cola’s ad was crowned “the most effective Christmas campaign“. However, it was the year when family and friends could not get together to celebrate Christmas, the annual Coca-Cola Christmas truck journey had been cancelled, and people were depressed, tired, and not in a holiday mood all around the world. Yet, Coca-Cola still got their win.”

In 2021, Coca Cola is once again selling happiness during the holiday season in their new campaign called “The Magic Taste” of Coca Cola, another inclination to the consumers emotions and a way that the brand sells this idea.

Moreover, the brand’s social media campaigns are strong as they are accompanied with catchy hashtags, which are easily remembered and recognised by the public.

Last year, the brand used the hashtag #TogetherTastesBetter on their multiple social media accounts, which referred to the challenges we’ve faced and the ways we’ve overcome them together. This year the new hashtag #RealMagicIsOnlyASipAway is used to advertise the idea of happiness and the magic of the brand.

What are your thoughts on Coca Cola’s Christmas marketing campaigns? Do you agree that it truly monopolizes the advertising of each festive season?

Do you want to get more people talking about your brand this Christmas? Get in touch with Posh Cockney today.


green marketing cop26

Green marketing: Is it all a ruse?

Or is it brands truly demonstrating social responsibility and advocating for change?

What’s happening at COP26?

In a day and age where everyone is constantly becoming a more active member in society, the discourse on sustainability has got louder. Now, more than ever, we are concerned with the environmental issues that are threatening the place we call home.

In a plea to raise awareness around these issues, the United Nations have held an annual Climate Change Conference for almost three decades now. The 26th annual United Nations Climate Change conference (COP26) is being held this year in Glasgow between 31st October and 12th November, in order to make reforms a reality. The discussions taking place will hopefully raise awareness and motivate the population to act and react to the climate change crisis.

cop26 climate change

How brands are reacting: Green marketing

Since the conference kicked off last week, marketers have been feeling the pressure to communicate their brands’ sustainable credentials, while still delivering for customers. Everyone is already yearning for positive change and feeling the need to help our planet flourish, rather than continuing to diminish it. In order to support environmental health, many people have begun purchasing socially responsible products, despite their higher cost.

This is where the idea of “green marketing” flourishes. Many companies are turning to this marketing strategy as it helps to hook such consumers in, addressing their social responsibility and, therefore, influencing their purchasing decisions. They do this by advertising their products and services as “eco-friendly”, “zero-waste”, “sustainable”, “organic”, “recyclable”, and so on.

Therefore, some may argue that sustainability has become a deal breaker for many companies, but for others it has been their most sought after marketing strategy.

However, it should not only be promises that brands are making. Businesses should also be following through with everything they are advertising, to help in making the world a better place.

One brand that’s doing it right

Just like Starbucks has done. According to Lesley Vos’ research “Starbucks has been certified by LEED since 2005, but it has moved beyond that by planning to eliminate all plastic straws by 2020 and open 10,000 environmentally friendly stores by 2025″. This is a great initiative that can be seen in Starbucks stores globally.

green marketing

Also, “Starbucks tries hard to engage its community in sustainable issues. It uses green materials for producing, packaging, and delivering its product to customers. As part of its Green Store initiative, the brand also plans to reduce waste and use 30 percent less water and 25 percent less power during production processes”.

Moreover, “the brand designs disposable coffee cups, is involved in recycling and green building, supports farmers and the environmentally sustainable community, and has been hard at work on communicating this message to its target audience”.

This is what it means for a business to successfully implement the idea of green marketing, and in the case of Starbucks, avidly try to make a change to a more sustainable business model. It is not about just labelling something as “sustainable”; it is about businesses illustrating how they can change their missions and practices from revenue-driven to environmentally-aware through processes that have the least impact on the environment as possible.

What are your thoughts on green marketing? Do you think it is just a label and a marketing technique or a plea for change and climate reform?

To learn more about how you can market your brand’s sustainable moves, get in touch with Posh Cockney today.