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As we approach 2023, the trends influencing a new era of smart tech come at a tipping point for our industry and the planet’s future. Fresh from consumer electronics show IFA, Mark Terry-Lush of agency Make Honey argues that smart brands increasingly put sustainability front and center.
Hakan Bulgurlu, chief executive officer of Arçelik and owner of brands including Grundig and Beko, recently emphasized the need for brands to focus on sustainable manufacturing and economics in his keynote at consumer electronics show IFA. Corporate social responsibility (CSR) is a business-critical theme and smart brands are already investing in sustainable-focused business goals.
Samsung has partnered with Patagonia (whose commitment to fight climate devastation has undoubtedly overshadowed others’ efforts) and launched its Global Goals program; while Schneider Electric has its Smart Home 2.0: Be a Net-Zero Citizen initiative.
As consumers’ perspectives shift toward sustainable living, brands must guide their mindset. They should reappraise their marketing initiatives through a CSR lens, demonstrate commitments, and be transparent about making improvements across logistics and supply chains. Trumpeting sustainable packaging alone is not a sustainable marketing strategy.
Today’s consumer is more attuned to manufacturing methods, what kind of impact they make and how they align with their values. Purposeful content and marketing, and a commitment to sustainable goals and partnerships, are just two ways brands can push sustainable endeavors.
It’s all about multipurpose
Foldable, flip-able, flexible… we’re in a new age of product design.
While the concept has simmered for some time, foldables have taken major strides. Samsung has dominated the foldable smartphone market with the Galaxy Z Fold4 and Galaxy Flip4 launching this summer to great acclaim, with the design now being applied to notebooks and laptops. Look out for next-gen flips and folds from Google, and OnePlus…
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