What do we have to look forward to in this new decade?
Brands are now moving on from being ‘green’ to being ‘do-gooders’.
Sportswear maker Lacoste will spend $500,0000 over the next three years to help preserve the endangered Gange gharial crocodile – the same crocodile branded on its shirts. They are the first company to support ‘Save Your Logo’, which is an initiative that helps brands protect the species represented in their logos by facilitating conservation efforts. The Global Environment Facility (GEF), together with the World Bank and IUCN, the International Union for Conservation of Nature announced this new partnership to protect globally threatened species at the World Conservation Congress of IUCN in Barcelona, in cooperation with the Belgian NGO Noe Institute.
The “Save Your Logo Initiative,” proclaims that more than 300 large global brands including Puma, Peugeot, Jaguar, Maaf, and Esso, incorporate plants or animals threatened by extinction in company emblems.
Also, The Coca-Cola Company is doing good by saving the polar bear.
Does this look like the beginning of the “Doing Good” Decade?