ERIK ELVINGSSON HEDÉN är grundare av rankningen Sustainable Brand Index. En rankning som mäter slutkonsumenters uppfattning om hållbarhetsarbetet hos ett stort antal företag och branscher. Han har länge följt hur företag använder hållbarhetsargument i sin marknadsföring och tycker sig ha sett ett antal olika faser genom åren.
Trenden: Transparens 3.0
Hållbarhetskommunikation Hållbarhetsargument i marknadsföring har länge handlat om att visa upp ”miljöbra” produkter eller tjänster och att informera om hur effektivt ett företags hållbarhetsarbete är. Nu börjar dock en ny trend att skönjas – företag som öppet och ärligt diskuterar hållbarhetsproblem de står inför och låter mottagarna dra sina egna slutsatser.

Illustration: Adobe Stock
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I en tidig fas pratades det om att företag ”måste” vara transparenta och Erik Elvingsson Hedén menar att det då mest verkade som att företagen kände sig tvingade att kommunicera. I en senare fas låg mycket fokus på ny teknik och spårbarhet, till exempel på blockchain-teknik.
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


