Even Sony are jumping on the ethical marketing band wagon. Their new commercials feature old ad clips. It’s all part of a campaign about recycling.
Stuart Redsun of Sony’s American marketing department was quoted as saying, "we are recycling our old commercials to remind you to recycle your old electronics." Sounds like PR spin to me but at least it’s a worthy reason.
UK audience may be thinking that Ecover did this almost 10 years ago (and EDF did it a few weeks ago).
Sony have really taken the philosophy “action, not just words” on board and are aiming to set up e-waste recycling points within 20 miles of most consumers in the US.
Electronic waste is a big problem across the globe and Sony, as one of the world’s leading electronics manufacturers, are taking it seriously. They have already recycled over 1,000 tons of electronic waste.
Being Japanese, Sony are probably driven by spiritual ethics (like many Japanese brands), sadly others aren’t. Far too many brands are being reactive rather than proactive. Either because City investors are putting the pressure on many companies to clean up their ethical act or because of consumer pressure.
We have yet to see if the Sony campaign is coming to the UK (or if any of the other big electronic brands get there first).
Who knows, maybe we will see ‘Balls’, ‘Tower Block’ and ‘Bunnies’ recycled. But as what?
CHRIS ARNOLD
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Member since: 03 Jun 2008
Last login: 19 Nov 2009
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