A statement from a heated finance discussion?
No. Just a new way to save our planet.
The movement of brands towards associations with sustainable values is an indication of a consumer culture that is elevating itself beyond pure product benefits. Moral high-ground is the new positioning challenge.
We want something to believe in. But how far can we go in our quest to both win consumers and save the planet?
Do people really want to wipe their noble parts with meeting minutes from the last staff update?
“Naturale” believe they will. The Bold font across their package claims that their toilet paper is made from used office paper.
A good reason to buy their product, or is recycled budgets just…. crap?
