October 8, 2014
With so many brands so desperate for customers to feel engaged enough in what they’re selling that they’ll like them on Facebook, it’s never been more important to build real trust between brand and consumer. Just like the songs we choose to listen to and the places we choose to visit on holiday, the brands we engage and interact with say so much about who we are. So I’m guessing that was what Greenpeace were banking on when they launched their ‘Detox’ campaign recently.
Putting the focus firmly on major clothing labels that use hazardous, decidedly non-green chemicals in the manufacture of their garments, the Greenpeace Detox Fashion Manifesto already has the support of over half a million people, all demanding ‘toxic-free fashion’ and clean, unpolluted water.
So far, so impressive, with some huge names signing up to cleaning up, including Nike, Adidas, Puma, H&M, Marks & Spencer, Burberry and Primark. In Italy too, six major textile companies have declared their commitment to eliminating the use of unpleasant chemicals from their supply chains – but Greenpeace aren’t stopping there. Now they’re naming and shaming Versace, Gucci, Louis Vuitton and Dolce & Gabbana and asking them to follow suit (no pun intended).
It will be interesting to see how these über brands respond (as well as what the likes of GAP, American Apparel and Disney do too – also named and shamed by Greenpeace). In the words of the campaigners, there are still many more companies that still need to respond to the ‘urgency of the situation.’ Will customer pressure force a change in policy? Or do brands influence what we as consumers do and not the other way round?
Personally I think the relationship between the brands we love and identify with and us as purchasers, advocates and (in some cases, e.g. Apple) ambassadors works both ways. So here’s the perfect opportunity for Gucci, GAP and many more to prove it (and actually earn all those ‘Likes’ in the process).
by Dave Washer