Going beyond green

What a difference a year makes. Since we launched the cause + action awards last year, marketers have stepped up their CSR games in ways we never could have expected. And now, green has given way to blue as water becomes the salient issue on the minds of consumers and marketers alike. To get a sense of how the sharper focus on environmental issues is changing the game, we take a closer look at how some of Canada's brands are navigating these new blue waters.

What a difference a year makes. Since we launched the cause + action awards last year, marketers have stepped up their CSR games in ways we never could have expected. And now, green has given way to blue as water becomes the salient issue on the minds of consumers and marketers alike. To get a sense of how the sharper focus on environmental issues is changing the game, we take a closer look at how some of Canada’s brands are navigating these new blue waters.

And once again we look back at the best-laid (and most effective) CSR plans for our cause + action awards. To paraphrase strategy columnist and c+a 2008 judge Ian Morton, the CSR space has become so saturated that it has become meaningless, and it’s time for a new era of corporate social opportunity that goes beyond the greenwash. This year’s winners show how this opportunity for change can be seized in many different ways, at home and abroad.

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Water, water, everywhere

cause + action top champion: Vancity

cause + action winner: G.A.P Adventures

cause + action winner: Pantene

cause + action contender: Fairmont Hotels & Resorts

cause + action contender: Virgin Mobile Canada

cause + action judges