Soda - Keeping Curious

We’re right in the middle (only a week to go) of launching a new agency that’s set to focus on green and sustainable issues within the marketing arena. This, I would like to think, is timely, having just picked-up on Sir Martin’s Sorrell’s latest industry speech, which focuses on how the economy looks to be turning from a era of ’super consumption’ to one of ‘responsible purchase’.

Either one of those two expressions deserves a plethora of blog entries, for and against the motion. However, my simple point for today has to do with ’sustainable relationships’, the by-product of responsible purchase, and how we marketeers shouldn’t think that the word ’sustainable’ need only apply to just products and services; seeing as it’s greatest use may well become attached to our view of customers. So next time you find yourself in any of the following modes: recycling planning, food miles calculation or carbon offsetting, please also spare a thought as to how you should also be implementing a ’sustainable relationship’ plan.