Moving Communications Forward

I've often talked about Toyota's leadership as a green brand, their dedication to innovation and plentiful and captivating advertising in the sustainability space. But recently, they have gone beyond what we have all come to expect; they have decided to peel back the curtain and give drivers a peak of what is going on inside. Check it out: http://www.aimzeroemissions.eu/

Not only is this good sustainability marketing, this is just damn good marketing. Toyota is already the thought leader in this category but they now have opened themselves up to allow for transparency (or at least perceived transparency) and increased relevance. Ultimately, if they use this blog right, this could lead to some of the best collaboration within the automobile category. With this site, Toyota has an opportunity, to lead, aggregate and influence the conversation to alternative transportation solutions, something that will be crucial to fight against climate change.

While the blog is quite young, it will be interesting to watch as the entries progress and grow as well as what people choose to comment on. And while I realize this is a European focused site, the web has no boundaries, so I hope that Americans will find interest and relevance in this site as well. In order to really benefit from the potential collaboration on this site, it will need to become a global conversation.

I have already tagged http://www.aimzeroemissions.eu/ as one of my favorites and will be checking back often to see what Mr. Hensley and the world's drivers have to share.

The Closing Ceremony

So it's over. The 2008 Beijing Summer Olympics has run its last race, pummeled its last horse, awarded its last dozen or so gold medals to Michael Phelps.

And it was a good one. Two weeks of non-stop Olympic coverage (NBC had more air coverage then hours in a day thanks to all of their networks). Recording breaking ratings -- over 34MM viewers during prime time coverage. Some pretty amazing stories told.

Throughout we've looked at the world's biggest brands try to put their best foot forward. The world's biggest stage is the perfect place to talk about the world's biggest issues. And sustainability certainly is taking center stage.

Looking back at the advertising over the fortnight (we're using our proper English in preparation for the 2012 London Games), this Olympics clearly got a "Green Medal." And that's good news for everybody.

We leave this topic with a few thoughts on what makes good sustainability strategy and messaging (or any messaging, for that matter)—in hopes we see much more of it:

1. Be Synergistic – Don't try to sell trees, if you normally sell widgets. Instead design a widget that is made from trees. Maybe that's not possible, but you get the drift.

2. Be Authentic – As David Ogilvy said, “The consumer is not a moron, she is your wife!” Consumers are smart people. Give them the benefit of the doubt and let them make their own choices. If you are truthful, they will follow.

3. Make it Relevant – The ads that worked best were relevant to the Olympics, the brands, the products and a vision of a more sustainable world. Tall order. But when it works, it really works.

4. Have a Vision – Companies that lead, win. Go ahead and seize the opportunity. Become a sustainability leader.

And most importantly, COLLABORATE.

Brands can't do it all on their own, nor are they expected to. Remember the BP line? "It's a Start.” When a company acknowledges its role in the world, amazing things happen.

After all as the Japanese proverb says, “None of us is as smart as all of us.”

(It sure would have been better if it was a Chinese proverb... but oh, well.)

Increased Demand for Real Food

You don't often hear the words "McDonald's" and "farmers market" the same sentence.

But the fast food giant has been steadily getting into the "real food" game to keep up with cultural shifts. In the UK, McDonald's has aggressively taken on sustainable food sourcing by launching a campaign about where its food comes from and the importance of eating healthy.

http://www.mcdonalds.co.uk/pages/eatsmart/ourfood.html

We love its program to educate people on the ethical food choices McDonald's is making. It takes real parents, appoints them independent "quality scouts," and sets them loose to explore what goes on at the McDonald's farms and suppliers. If you haven't seen it, check it out. It is a good reminder of the power of transparency.

http://www.makeupyourownmind.co.uk/

But what's going on in the US market, where McD's has struggled recently? Sure, McDonald's is talking about 100% beef, healthy salads and sticking carrot sticks in its Happy Meals (though let's face it, a French fry seems a lot happier). But is that strategy much different from (sing it with me) "two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun?"

Are the Golden Arches selling us fast food-loving Americans short? Farmers Markets are growing like gangbusters, up almost 20% last year. And more and more people are starting to look at food in the same way as those "gourmands" in the UK.

Meanwhile, Burger King, always looking for a way to get ahead of its rival (how many times can you change a French fry recipe?) is out in front on sustainability and food—announcing they will buy more cage-free eggs and free-range pork. Maybe they've been paying closer attention to Chipotle (which McD's owned in part until 2006).

Will McDonald’s fight back and import its learnings from the UK and free-ranger Chipotle? Since half its 26,000 restaurants are in the US and 90 percent of American kids eat at Mickey D's every month, we're guessing that this food revolution will make its way to US consumer programs very soon.