We sat down with Wieden + Kennedy Tomorrow’s Global Director, Nick Barham, ahead of GoGreen to get the scoop on his presentation and his opinions on current trends in green marketing. Check out this Green Line Series Interview for a primer on this Thursday’s talk — “We Hate Sustainability”: Moving Beyond The ‘S’ Word.
GoGreen Conference: Before we get too far, can you give us a primer on what you do at Wieden + Kennedy Tomorrow?
NB: W+K Tomorrow is an initiative of Wieden + Kennedy, and most simply, my job is to think about how we do things that we’re not currently doing. So what aren’t we doing today that we could be, and perhaps should be? I work on our sustainability initiatives because it’s something that is a changing landscape for brands. I also work with our incubator space called the Portland Incubator Experiment (PIE), which works in emerging technology and I help run a publishing venture. So W+K Tomorrow is looking at how communication in the brand landscape is changing and what we should, as a communications agency, be doing to respond to that.
GG: We’ve been in the business for the past five years of teaching businesses how to improve sustainability, and we’ve noticed a definite shift in language in the market. We’ve gone from “natural” to “green” to “sustainable” now. It seems like the green marketing world tends converge on certain language and visual representations — and if you don’t use the right language, you’re not seen as credible. But your presentation flies in the face of that by saying, ‘Ditch it’. If that’s the case, what do we do instead?