Former bad boy done good
Just out this week are the latest scores from Climate Counts annual survey of which brands do most to combat the growing issue of climate change. Surprising to some might be the news that Nike is top of that very pile. It wasn’t long ago that Nike was the bad boy of the corporate world with questionable CSR policies and approach to the less visible side of doing business.
Step forward a few years and it has achieved quite a turn around. What Nike have managed to do is based off some very simple rules, principles that any brand living in this consumer savvy age should adhere to:
1. Listen to what audiences are saying
2. No issue is too trivial
3. Do something about it
Even in this economic downturn it makes sound business sense to continue to push this initiative forward. The rationale being that it fundamentally matters to customers and more importantly it can end up having a negative effect on your brand if you do nothing about it.
Finally what I like about Nike’s story is that they have quietly gone about getting their business in order without shouting from the rooftops. Actions speak louder than words, and in this case that is very much the order of the day.
(David Bruce)
Climate change report:
http://blog.climatecounts.org/2009/11/our-third-annual-climate-counts-scores-are-out/
An example of what Nike are doing: