The Ethical Consumers and The Crunch
There have been lots of conflicting reports as to how the ethical sector has been affected by the economic downturn and how to best manage this. BBC reported last week that the organic food market has declined by 19% and consumers are spending on cheaper food and clothes. Patrick Holden of the Soil Association accepted sales of organic food had stalled after 10 years of growth but points out that more education may be required as to all the benefits of organic food to fuel further growth.
The article then goes on to report growth of ethical consumerism in many other sectors.
On the bright side, People Tree’s Safia Minney reported 20% year-on-year growth in sales both in the article and at a recent event at the British Library (more later).
Perhaps the best approach comes from Kellie Fernandes, head of Global Marketing at Green and Black’s who is seizing the opportunity, she declared "this is the year to be bold" in a recent interview with Marketing Magazine. In another feature by the same magazine companies are being encouraged to play the long game and maintain a green agenda, rather than focusing on price to maximise immediate sales.
Media News
Media Tips…..all 10 of then
Below are some useful tips and reminders published by NFP for charities which I think are useful to all sectors:
Tip no 1: Case studies, case studies, case studies
Tip 2: Don’t just target the newsdesk – dig deeper
Tip 3: ‘No comment’ doesn’t mean ‘no story’
Tip 4: Be available, prepared and professional
Tip 5: Think globally, act locally – use local media
Tip 6: Build relationships – meet people face to face
Tip 7: Think carefully about your subject lines
Tip 8: Email your press releases – but phone with your exclusives
Tip 9: Know your targeted media inside out
Tip 10: Find out the other side of the story: media training and more
A couple of media requests from ones we receive that you may wish to reply to:
MEDIA OUTLET: ecoideas (review product request)
DEADLINE: 20-May-2009 10:00
QUERY: Ecoideas is doing a feature on organic and Fairtrade hair products for our Summer issue, please send press releases, images or review products by end May.
Email: jen@figure8media.com
MEDIA OUTLET: Country Homes & Interiors (review product request)
DEADLINE: 31-May-2009 18:00
QUERY: Sarah is compiling a regular new feature for our green/eco happy home pages. It's a '5 of the best' and in up and coming issues we will be featuring: natural lip balms, natural deodorants, natural toothpastes and natural shower gels. If you have a product you feel is appropriate, please send me a sample at the following address, together with a press release, Sarah would prefer not to be contacted by email or phone if possible:
Sarah Wilson, Lifestyle Editor, Country Homes & Interiors, IPC Media
Blue Fin Building, 110 Southwark Street, London SE1 0SU
An Event – Green and Ethical Fortnight
We are in the second week of the British Library’s Green and Ethical Fortnight which includes the launch of a useful guide. See the webcast of the inspiring Kick-starting the Sustainable Economy event held last week. If you are short on time, go start to Tim Smit’s (founder of the Eden Project) inspiring segment – he doesn’t pull any punches and talks a lot of sense.
There are some great events still to come; the British Library is an excellent resource for any business.
Goodworld service of the month – celebrity endorsement
Goodworld service of the month – celebrity endorsement
We are living the age of a celebrity. Joanna Lumley has this month forced more change for Gurkhas than expert campaigners, war veterans and politicians have managed alone. If you are looking for the right celebrity to front your company or campaign, why not give us a call?
Goodworld Communications
We hope you found this edition of Media Matters useful. Goodworld is an ethical communications agency designed to help organisations with a cause have their message heard widely through strategic communications. If you would like to discuss you communications needs, please email or call us.
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