Hive Ideas - the sustainability marketing specialists

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If you're just starting out then try the business case or green choices workshops and be sure to read about greenwashing. If you're already involved in campaign delivery try our 'How to' section for some thoughts on targeting, messaging and tips on production.

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Visit The Library

Sustainability has burst into our personal and work lives so quickly that it's sometimes difficult to keep up. So we've put together a library of books, links, research and segmentations to help you keep pace. You can browse some interesting press articles and find out about forthcoming conferences too.

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Hive Segmentation

we can tell you how ‘green' your customer base really is

Hive's unique Segmentation has been created specifically to explain customer's behaviour, attitudes and motivation. You can apply it to your consumer base to find out how green they are, allowing you to make more informed marketing decisions.

Take a look at our Hive Segmentation and see which categories apply to your consumers.

	Super Green - consistently and coherently the most green in both attitudes and behaviours. Leaders in terms of green brand uptake.
	Empowered Green - well informed and confident self-starters. They support the brands that enable individuals to act.
	Optimistic Green - they are confused about what to do and so look optimistically to the international community and technology to solve climate change.
	Followers - widespread but sporadic green behaviours are spurred by peer pressure promoting 'seen to be green' behaviours.
	Average Joes - average in every way this group occupies the neutral space between the non-believers and the truly green groups.
	Pessimistic - confused about environmental issues and cynical about companies getting involved.
	Money savers - committed energy savers whose motivation is simply to save money with little engagement in environmental issues.
	Rejecters - often rejecting climate change as an issue. With feelings ranging from scepticism to boredom, consequently they take very few green actions.

The research work used to create our Segmentation can also be used as a Data Pool to generate a wealth of insights to help you with market sizing, campaign planning, new product development and campaign implementation.

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Working With Hive

An agency is only as good as its clients. So we're fortunate to be working with some big brands with bold ambitions.

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news, views and so much more

Big Green Elephant

By Andrew Boulton \| November 10, 2008 \| Marketing
Crisis? What Environmental Crisis? Over recent months the media cliché of choice seems to be ‘the elephant in the room’ - a term used to describe the improbably large issue that no one seems willing or able to acknowledge. So abundant has been its use that it leaves you wondering if there are so many elephants in the room how is there any space left for the people who aren’t talking about them? Alas, like the loyal hack I pretend not to be, I too am forced to wheel out the ‘elephant’ analogy for the subject of the environment; concerned by just how accurate a description of the current media climate it appears to be. Over recent weeks a litany of other topics has dominated the news, most recently Barack Obama’s historic (and frequently hysterical) election to President of the United States. And of course looming large over everything is the economy; that giant dinosaur that appears to not merely be just in the room but to have eaten the entire house.
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Greenwash

By Nick Honey \| July 11, 2008 \| Greenwash
Advertising green credentials can enhance the value of a brand, but the decision to go public must be taken carefully to avoid damaging accusations of 'greenwashing'. Complaints to the ASA on environmental grounds are up 360% on last year to 561 complaints. To help you decide whether you are ready to take that step, ask yourself these questions:
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A match made in heaven - sustainability and marketing?

By Berry D'Arcy \| July 24, 2008 \| Marketing
At first glance marketing and sustainability make unlikely bedfellows. After all isn't it consumerism, promoted through marketing, that got us into this mess in the first place? The persuasive powers of marketers were perhaps a part of the problem. But now they could also be part of the solution too.
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Hive - Sustainability Communications & Ideas