Marketing and Communication Support and Crisis Management
Communications play a vital role in sustainability strategy, allowing businesses and brands to share their story and capture marketing value from their commitments. We frame compelling sustainability narratives that connect with stakeholders, both internal and external, and amplify not only what is being achieved, but the purpose behind the effort.
Our expertise complements clients’ in-house or retained communications teams to create substantive, consistent messaging, safeguarded from potential ‘green-wash’ criticisms so that the real social impacts of their strategy are recognised.
TDI monitors trends in consumer sentiment and behaviour. We understand consumers' concerns regarding sustainability issues and what they expect from responsible corporate citizens. This knowledge enables us to better serve our clients in enhancing brand value and building resilient corporate reputations.
We are also engaged directly by communications, PR and marketing agencies to provide expertise in sustainability, thus complementing and extending their core service offering.
Should the unexpected happen we are experienced in managing crises arising from negative media or activist campaigns targeting social responsibility programs. We support our clients' communications teams in minimising harm to brand equity, ensuring the true story of their commitments is told with integrity.
Our services include:
- Sustainable brand strategy workshops, training and materials
- CSR story telling
- Client representation at industry and media events
- ‘Green-wash’ safeguarding
- Crisis management task force
iris Worldwide – We were engaged by this award-winning communications agency for our sustainable sourcing expertise to supplement their service offering to their consumer brand client BRITA.
BRITA collaborated with UK fashion designer Henry Holland to bring attention to the 7.7 billion single-use plastic water bottles that end up in seas and landfill every year.
Holland created two limited edition slogan t-shirts, sold on the House of Holland website with profits going to BRITA’s partner charity, Marine Conservation Society (MCS).
iris asked us to identify and secure blank garments within a stringent set of socially and environmentally responsible criteria and certification specifications. We sourced blank t-shirts certified under the Global Recycle Standard (GRS) and the Organic Content Standard under traceable license.
We had the t-shirts printed in Rapanui’s wind powered factory using only phthalate-free, VOC-free inks that meet the Soil Association / Global Organic Textile Standard (GOTS) and advised on packaging.
An average of 7 waste plastic bottles were turned into yarn and mixed with salvaged organic cotton to create each slogan t-shirt, which encourage people to stop using single-use plastics and swap to a reusable alternative like the BRITA fill&go water filter bottle. The t-shirts have been launched as part of BRITA’s #SwapForGood campaign.
TDI contributed to the press pack, anticipating and answering FAQs and represented BRITA at the launch event, responding to media questions on the t-shirts' sustainability credentials.
Further Track Record
- Fairtrade Foundation, 2016– as part of an assignment to re-build the Fairtrade Gold sales strategy and business model, we analysed the market for ethical jewellery and traceable gold.
- Eco-Age, Continuing– as part of our multi-faceted engagement, we continuously update Eco Age's jewellery brand client on the sentiment of stakeholders, media and grass roots on campaigns towards luxury houses and their relationship with their supply chain and its association with social and environmental issues.
- Ebay, 2013– we completed a research project to assist the CEO of an Ebay business unit to build a market place for ethical jewellery, this included a thorough analysis of the ’ethical’ market and recommendations for marketing messages and communications.
- Love,Earth, 2009– part of a four-year programme to build a new line of sustainably sourced gold and diamond jewellery, we worked closely with Wal-Mart and their suppliers to fully understand the customers, their concerns and how best to position this breakthrough project.
- Gemfields, 2017– As part of larger strategy development contract, TDI completed a study to compare the communications narrative for sustainability used in the mining sector, across the following eight categories: Sustainability Language; Visual Language; CSR Communications Narrative; CSR Pathway to Improvement; Sustainability Core Values; Corporate or Core Business Values; Initiatives, Memberships and Assurances and Reporting Structure.
- Uber Luxury Brand, Paris, 2016 – TDI re-wrote the company's CSR website, refreshing it with current sustainability language and concepts to reinforce the authenticity of the brand’s commitments. We also wrote product collateral for their fine jewellery line to reflect commitment to responsible sourcing and transparency.