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How social media are accelerating ethical shopping

 

 

 

 

Written by Josefine Campbell and Elena Niculae

How many times have you found it easy to pick a Fair product on the shopping aisle? And just how easy is it to market and sell a Fair product?

Wanting to shop sustainably, most consumers have a hard time navigating through the jungle of labels and certifications. It is just too complicated to assess what the effects are and if it really helps.  Hence consumers are organizing themselves in communities, where they can rate and discuss sustainable products and where companies can market their sustainable products to a motivated audience.

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Fashion companies in human rights dilemma

 

 

Should specific companies force suppliers in Bangladesh to pay higher salaries for their workers? That was a issue raised by the Danish media, because the workers were striking since they cannot survive on their salaries. Josefine Campbell contributed on request from TV2 News with expert knowledge on the complexity of walking the path of sustainable business. You can see a part of the interview here.

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The Madonna Method as Mean Against crisis?

 

 

Danish blog post from Markedsføring. See the original article here.

Man skal efterhånden kigge dybt i bakspejlet for at få øje på den tid hvor reklamebranchen var flyvende. Hvorfor, er der mange svar på. Nogle peger på de andre, andre peger på en selv. Men der er ingen tvivl om, at både forbrugere og kunder har nogle helt andre behov i dag, end dengang bureau-modellen blev udviklet.

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Meaning is the New Mantra

 

Article from Markedsføringsbladet. Læs original artiklen her:

For modern brands, being visible and trendy is no longer enough. The consumers of today demand a “meaningful” brand.

Taking a look at the global brands today, corporate social responsibility has been at the top of any communication- and marketing employee’s agenda, and “meaningful branding” has become the new marketing mantra. Turning our eyes towards this year’s winners in Cannes, it’s also evident that strong brands are meaningful brands that contribute more than just shareholder revenue to the world. Big brands, such as Nike, IKEA, Wall-Mart and Unilever, have realized that communicating messages about social marketing and green initiatives is no longer enough. Consumers demand tangible results, so businesses are almost forced to ensure that social marketing initiatives form the core of the brands’ and thereby the business’ identities. This strategy also makes good business sense. A global survey conducted by two English bureaus, MPG Media Contacts and Havas Media, shows that brands that are looked upon as meaningful are perceived as a contribution to a better quality of life and well-being. The survey also showed that only 20 percent of brands worldwide are thought of as having a significant impact on our quality of life and well-being.

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Three Trends in CSR Communication – Article from K Forum (in Danish)

 

CSR? Ikke her! Det er bestemt ikke den danske branche, der driver udviklingen fremad inden for CSR-kommunikation. Danske virksomheder er ifølge en analyse fra Deloitte nogle af de dårligste i Europa til at kommunikere om CSR og bæredygtighed. Kig ud og lær globalt: CSR integreres i brandet. CSR visualiseres. Og CSR involverer brandets brugere.

Ved overrækkelsen af reklamebranchens gyldne løver i Cannes i år var det tydeligt, at de, der blev belønnet, var brands, som bidrager til verden med mere end sorte cifre på bundlinjen. Interessant nok viser disse cases også, at en stærk, bæredygtig profil kan styrke loyalitet, brand value, synlighed og salg. For kunderne vil gerne købe meningsfulde ydelser. Det gælder både B2B og B2C. Blandt andet har flere og flere myndigheder og virksomheder en indkøbspolitik, hvor bæredygtighed indgår. Så det giver mening at give virksomhedernes sociale ansvar både opmærksomhed og budget.


Dette års store vinder i Cannes var Chipotle med deres ’contentdrevede’ marketingplatform Cultivating a Better World, der både vandt en pris for bedste film og en for bedste ’branded content’. Gennem de seneste 17 år har Chipotles brandhistorie udviklet sig fra at være en historie om de buritos, de sælger, til en historie om bæredygtigt landbrug.

Læs hele artiken på KForum her

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Fra CSR.dk – Gør det nemt at rejse grønt!

 

 

Samfundsansvar er blevet vigtigere, når forbrugere og virksomheder vælger rejsebureau. Derfor skal rejsebranchen gøre det nemmere for kunderne at træffe de grønne valg. Se original post her.

|03.06.12|Af Josefine Campbell Campbell & Co|redaktion@horisontgruppen.dk
KOMMUNIKATION

 

 

Der er en begyndende grøn trend i rejsebranchen. Rigtig mange hoteller vælger i dag at lade sig certificere i forhold til CSR. Virksomhederne er i gang med at lave grønne indkøbspolitikker, og en femtedel af forbrugerne siger, at social ansvarlighed spiller en rolle, når de skal købe en rejse. Men der er et stykke vej endnu for rejsebranchen i forhold til at gøre de bæredygtige valg lækre og nemme for kunderne.

Det værd at bemærke, at antallet af certificerede grønne hoteller er steget fra otte procent i 2008 til 58 procent i dag. Den udfordring, som hotellerne nu står overfor, er at gøre deres grønne indsatser synlige overfor gæsterne. Gæsterne ved ofte ikke, at de bor på et grønt hotel, og de forstår ikke de lokale symboler og certifikater som for eksempel den grønne nøgle.

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Interview with Josefine Campbell

 

The Danish newspaper ‘Information’ has made a section on sustainability, action and network for students. They interviewed Josefine Campbell and three other social innovators on our perspectives. Josefine’s key message to the young people is that they themseves can set up a business and make the change they want

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Event: ‘Beyond CSR’ on Rebuild 21

 

Thank you to all participants at the ‘ Beyond CSR’ workshop for good contributions.

We need to get beyond CSR! For too many companies CSR is mostly about branding and public relations. We get beyond CSR – and put social and environmental challenges at the core of our innovation and business models.

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Event: Food, Climate and Sustainability

(Sorry, this is only in Danish) AgroTech afholder onsdag den 6. juni temadag om fødevarer og klima. Hør blandt andre Forbrugerombudsmanden fortælle, hvad der er tilladt i markedsføringen af diverse grønne budskaber og få kommunikationsekspert Josefine Campells bud på, hvad der virker, når der kommunikeres om bæredygtighed.

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Article from the Danish CSR Magazine

 

 

(Sorry, this is only in Danish). Flere virksomheder sætter fokus på,  hvor meget mad de smider ud. Det er på høje tid,  for madspildet i Danmark har nået et perverst niveau,  mener Josefine Campbell.

Udgivet af CSR.dk | 07.05.12 | Af Josefine Campbell, Campbell & Co | redaktion@horisontgruppen.dk
KOMMUNIKATION

 

 

Alle virksomheder med respekt for sig selv har været igennem et energieffektiviserings-forløb, nu er der flere, der tager hul på at optimere deres vandforbrug og madspild. Hvert år smides 1.3 milliarder ton mad ud. Heraf står Danmark for 0.54 millioner ton. Det svarer til, at en normal familie smider 10.000 kroner ud i skraldespanden hvert år. De danske professionelle storkøkkener står årligt for et samlet spild på 15.750 ton.

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