New Ideas in Marketing
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The initiative aims to drive the marketing world’s shift to “carbon-neutral behaviours.”

Undertaking Unilever’s global brief, Mindshare has rolled out the #ChangeTheBrief initiative to help lower the carbon footprint in marketing. Believed to be a way to institutionalise behaviour, the initiative has two strategies, namely a “now” brief and a “future” brief.

The “now” brief allows agencies to adopt conventional approaches to climate change in response to briefs in the short term. For the long-term, through the “future” brief, they could showcase eco-savvy lifestyles and behaviours.

Effective 1 November, an example of a “future” brief is developing food packaging to encourage freezing unused food to avoid wastage. Likewise, a “now” brief could see a shampoo brand creating a “songs to sing in the shower” playlist on Spotify that lasts four minutes as a water conservation effort.

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