Coca-Cola, IKEA & L'Oréal: The rise of ethical branding

Coca-Cola, IKEA & L'Oréal: The rise of ethical branding

Executive Grapevine
Executive Grapevine | Executive Grapevine International Ltd

Coca-Cola has taken a U-Turn on its original opposing views against the introduction of a Deposit Return Scheme, and is now embracing the idea – a move welcomed by environmental charity Greenpeace.

The scheme involves customers returning Coca-Cola cans and bottles in exchange for a refundable deposit, meaning a small refundable charge being added at sale. 

Announcing the support of the scheme in Scotland, Coca-Cola UK has now embarked on major efforts to reduce wastage and increase recycling rates across Britain through collaboration with its stakeholders.

With ongoing reviews of its sustainable packaging strategy, Cola-Cola claims its fully committed to minimizing its use of unnecessary materials and production of wastage.

Louise Edge, senior oceans campaigner for Greenpeace UK, said: “Deposit schemes, which have growing support amongst the public, politicians and industry, can play a key role in reducing the amount of plastic which ends up in our oceans and in landfill.

“Companies like Coca-Cola must have ambitious plans for 100% recycled content and move away from the era of single-use, disposable, plastic.”

Arguably, this sudden change of view is just another demonstration of a company converting to the use of ethical advertising as a source of promotion, encompassing the moral views and opinions of the modern-day consumer towards topics such as environmental behavior.

Popular brands such as IKEA and L’Oréal are using ethical advertising to connect consumers to their organisations, deploying ethical practices into their use of strategy and advertising.

In February of 2014, IKEA launched ‘The Wonderful Everyday’ campaign, produced to inform consumers of the brands sustainability ethos and ethical brand values voicing that ‘by 2016 we will only sell energy-efficient LED lightbulbs. Sometimes small things can make a big difference’.

Previous to this, IKEA has released other campaigns, embracing its ethical practice including the ‘Second Hand’ campaign which involved the reselling of customers already existing IKEA furniture in collaboration with new products, amongst an online flea market, successfully selling every piece of furniture chosen for the campaign, proving the popularity of ethical advertising for consumers.

Other successful demonstrations of ethical advertising include Always’ #LikeAGirl campaign as well as L’Oréal’s most recent campaign for its ‘All Worth it’ campaign, addressing both social expectation and acceptance.

Always’ #LikeAGirl campaign addresses the acceptance of girls in sport, changing societal expectations for girls.  its advertising methods look at inspiring female adolescents looking to change the rules when it comes to societal expectations for the female gender.

L’Oréal has also demonstrated the use of ethical advertising, to promote its new ‘All Worth It’ programme in collaboration with the Prince's Trust hoping to focus on self worth, confidence and address issues associated to body language, communication, relationships and employability.

Fronted by 15 L’Oréal ambassadors, including Dame Helen Mirren, Katie Piper and Cheryl, the brand is using a series of short films to showcase how these celebrities have been affected by self doubt. In addition to this, the organisation is also planning on changing their slogan ‘Because you're worth it’ to ‘We are all worth it’ for the rest of 2017, with a spotlight focusing upon diversity and social acceptance for all. 

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