Green Thing, the not-for-profit environmental movement created by Agency.com’s Andy Hobsbawn, has launched what I think is a really cute campaign.
'Glove Love' is about rescuing single gloves then (after a wash) selling on non-matching pairs for a fiver with a little Green Thing tag sewn on.
London Underground has agreed to donate some of the thousands that are left on the tube every year which at the moment are just thrown away after a certain time. A viral narrated by Emma Thompson is promoting the movement and the money raised will go to the charity the Green Thing trust.
Coincidentally I've just read the chapter of Chris Arnold's thought- provoking book 'Ethical Marketing and the New Consumer' titled 'Churn and the Disposable Society' which looks at the debate around reuse vs buying new stuff.
He, however, airs the view that reducing churn, while undoubtedly good for the environment, lowers manufacturing which is good for the economy, especially in the developing world (given the exploitation of workers that often occurs in these places I'm not sure I concur entirely but let's save that thought for another blog!).
Arnold reckons the tension can be resolved by brands taking responsibility. So a mobile phone company could market a collection service while Primark, the epitome of the fast fashion trend, could sponsor charity clothes dump bins.
Marketers will increasingly come under scrutiny in this area so ideas like these are definitely worth consideration.
