Responsible consumption (RC) brands have now overtaken ‘conventional’ brands in terms of growth rate, according to IRI and Boston Consulting Group’s 2015 European study. The research finds that RC products experienced 8.5% growth in 2013/14, compared to a growth rate of 4.5% for conventional products. Furthermore, it finds RC products are able to command a higher price point, on average 58% (and as much as 113%) more.
George Osborne’s assault on the sugary drinks industry tells us a lot about how harmful these drinks are, but also teaches us a great deal about why Coca Cola’s ‘Happiness Project’ was doomed to failure from the start. It begs the question – can your brand stand for something positive, when the product is inherently harmful?