p22 sep12 8/9/08 18:41 Page 22
news comment
ttglive.com
Amanda Wills Virgin Holidays
“Behind Ben & Jerry’s ‘cool’
brand values we find fresh
environmental initiatives
that work”
I
’m passionate about responsible business, and need for product differentiation in their
and so I should be, given that Virgin sector. But they’ve consistently used their brand
Holidays is a global company operating in humour to engage their customers in the serious
so many communities around the world. business of the environment. They say: “We be-
What I’ve been particularly encouraged by lieve in milking happy cows and not the planet”.
over the past two years is the broadening of real Behind their “cool” brand values, however,
corporate social responsibility activity in our we find fresh initiatives that work: a “Caring
sector. It has special billing at World Travel Dairy” sustainable farming programme; a
Market in November and the trade is engaged stringent supply chain audit system; and an
with concrete initiatives; this month’s “Green April 2007 “carbon neutral” declaration for the
Month”, supported by TTG, is but one example. business. They all stand up to scrutiny.
Looking to other sectors and how they And never once does the consumer feel
address environmental issues is something patronised or burdened with a conse-
I find to be a valuable exercise in driving quent price increase on their favourite
Virgin Holidays’ contribution flavour. On the contrary, humour and
forward. transparency have actually added to the
Take a big company such as Wal Mart. brand’s appeal, with consumers feeling
Much like the travel industry, this that their purchase makes a difference.
American retail giant has faced some Engaging our young people of course
fairly intense criticism on responsible is the only way to ensure these initiatives
business practices. Nonetheless, are embedded and continue in the
they’ve taken action: sales of 100 future; that’s why Ben & Jerry’s “Climate
million energy-efficient light Change College” for young climate
bulbs, thousands of tonnes of campaigners, of which six students are
organic cotton sold and mass from the UK, is food for thought.
engagement with suppliers to really (Sorry, couldn’t resist.)
drive sustainability. That’s what I call I’m proud that our industry has made
a “non-green wash” approach from a a start, but it’s important that we don’t
large organisation. stop and get sidetracked by other
Those that raise awareness and promote easy challenges. These will come and go: the
participation from the consumer with a collec- planet and its preservation won’t.
tively big impact have my vote. Persil’s “40C And it’s choc chip cookie dough for
to 30C” campaign is a great example – small me . . . if you’re asking.
behaviour change, big difference to the planet.
Ben & Jerry’s have also got me thinking. They Amanda Wills is managing director
never shy away from the commercial realities of Virgin Holidays
22 12.09.2008
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