Doing Well By Doing Good: Welcome, RecycleBank!
Today, we formally announced our new relationship with RecycleBank, an innovative green rewards program that motivates people to take environmental actions. The agency has always focused on working with companies, both large and small, solving real problems in disruptive ways. This win marks a significant step in the Bateman Group’s evolution, adding the emerging sustainability and green business sectors into our core competencies. We’re incredibly excited to be a part of RecycleBank’s ambitious charter: changing the way businesses and consumers view their role in making a positive impact on the environment, and envisioning a world without waste.
It’s an interesting time for companies in this space and we’ve plunged head first into a mix of different cause-driven marketing and communication strategies. There is no doubt that sustainability is a top priority for consumers and businesses, and the subsequent innovation coming out of both the corporate and consumer worlds is inspiring. The flip side of this coin, however, is this profound business opportunity has lead to an inordinate number of companies trying capitalize on the other “green” in green. As with any hype cycle, we’re now in the backlash phase, led by consumers, eco-advocates and those companies authentically working towards a more sustainable future. The government has gotten involved too, and the recent FTC Green Guides are a way to make sure companies touting themselves as green are doing so in a credible, authentic manner.
Although this is a new space for the Bateman Group as an agency, we are eager to apply our diverse backgrounds to develop what will be a burgeoning new practice area. We understand social media and its viral propagation power, which will be invaluable as we work with RecycleBank on their green social movement. Our work with clients that sell to digital, marketing and branding departments will also be an asset as we communicate both the business and environmental benefits of incorporating sustainable initiatives into marketing strategies. The team’s consumer experience coupled with the insights from our work with Little Kids Rock will help guide our efforts to reach businesses and consumer audiences with socially-aware messages. And finally, our newest Bateman Group member, Laura Moen, brings additional relevancy to the team, recently joining us from a public affairs agency in Washington, D.C. where she worked with The Conference Board Center for Corporate Citizenship & Sustainability.
Needless to say, this is a big moment for the Bateman Group, and the team has already risen to the challenge. Stay tuned as we deepen this practice area!