By Amandine Rodrigues
This year has started – and continues to pass – in a pretty hectic way. From Trump’s presidency to Brexit, from refugee crises to women’s rights, from slaughterhouse scandals to climate change (shall I really continue the list?!), these events have led more and more people to come out on the streets to protect their beliefs and make their voices heard. They want to contribute to a greater good and wish for a better society. But what about brands?
By Alexander Haldemann
It’s been ten years since the launch of General Electric’s multi-billion dollar green brand initiative, Ecomagination. A decade ago, GE was considered to be one of the worst polluters in the world — an environmental dinosaur from the industrial revolution. In green circles GE’s name was tarnished, conjuring images of greenhouse gases and toxic waste sites. It seemed no one would forget their notorious polluting of the Hudson River with toxic chemicals for almost three decades after WWII.