OPINION: From our Readers

Coax green consumers in for the long haul

Organic food
Organic food

Last week I attended the PRWeek Green Communications conference and it was great to hear speakers from major brands talk about the environmentally responsible product choices they now offer customers.

However, it strikes me that these companies have yet to address the most uncomfortable aspect of sustainability, which is accepting that customers need to use a little less of their product or extend its life a bit longer if we are to take even the smallest step towards more sustainable consumption.

Coming up with a way to acknowledge this is key to gaining credit among the deepest greens who, according to research we have carried out recently, are most likely to tell others they think you are doing a good thing. People in the UK are showing the strongest ever desire to be green, but concern over the economy threatens the drift towards more positive behaviours.

Even those of us with green ambitions struggle to do the right thing when it causes pain in our wallets. Maybe now is the time for retailers and brands to encourage customers with more discounts or rewards that make it worth their while staying the course? That is one way to get people talking.

Neil Bayley, director, Porter Novelli

WORK TOGETHER TO CHANGE YOUTH ATTITUDES
Knife crime continues to dominate the headlines again this week as the Government announces new plans to combat it following on from the story in last week's PRWeek (News, 11 July).

Young people involved in this type of crime usually cut themselves off from society. The Prince's Trust finds that word of mouth from other young people who have been on our programmes is the most effective way to communicate with them.

We also find that fashion, music and sport can help to engage the most excluded. Media coverage is key to tackling these issues. There is an old African proverb suggesting 'it takes a village to raise a child'. We need to work together in order to make a difference.

Rob Cope, deputy director of marketing and communications, The Prince's Trust

MORGAN ALLEN MOORE WAS FORCED TO TAKE ACTION
James Davenport (Letters, 11 July) claimed Morgan Allen Moore was taking legal action against him to delay an APPC investigation into a complaint he made about our company. He omitted to say that we were forced to go through the High Court after he failed to turn up for the APPC hearing of his complaint.

Richard Moore, vice-chair, Morgan Allen Moore

Email letters (200 words maximum) to prweekletters@haymarket.com

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