March 11, 2005

Corporate Health: Mind, Body and Soul

by Guy Brighton

Chk1Nike recently launched its new Considered range which focuses on sustainable product innovation to eliminate waste and toxics during the manufacturing process, use less energy in its production and reduce the waste at the end of the products life through recycling schemes.

The brand has had it’s fair share of ‘unethical scandals’ but this is a small step in the right direction.  Obviously, if the processes were adopted throughout its other ranges then it would be a bigger step but maybe this initiative will lead the way.

And then McDonalds hit us with their new marketing campaign promoting physical activity in an attempt to combat the claims that their food is linked to the rise in obesity.  We all know about McDonalds attempt to make their menu healthier but they could take their lead from Nike - what if McDonalds took the same approach and changed their production and manufacturing processes to create healthier ranges not just offer alternative ones?

One cannot criticise the positive impact these two brand powerhouses make in their huge monetary donations to charities and good causes each year but when it comes to the products and manufacturing processes why does it appear they are playing catch-up? 

If you can start by offering the healthiest/environmentally-friendly and best product you can it will win you praise (and custom) or just play catch up like everyone else.

Article categories: Advertising & Branding, Fashion, Food & Drink, Media & Publishing

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