Joseph Dumont “Can Advertising Save the World?” SXSW Eco 2013

joseph dumont sxsw 13Joseph Dumont is a co-executive producer of the documentary “The Naked Brand.”

In a 15 minute short talk, Joseph asked these questions:

– In advertising what is changing for us?

– How do we communicate with people moving forward?

– How has advertising changed?

We were then shown a pretty cool and amazingly old “The Flintstones” cartoon. Joseph quipped that Fred Flintstone had the first environmental car. (It’s cuz, ya know, they used their legs to power their cars made of stone and wood…ya get it? ya get it?) After showing cartoon footage, he then showed us a clip of Fred and Barney smoking cigarettes. It’s kind of amazing to think that this kind of advertising took place…though of course, I’m sure we have shitty advertising going on today as well.

The following was taken directly from their site:

“The Naked Brand is a story about how corporations can help save the planet one small step at a time. It’s an introduction to a bright new future where companies tell the truth and work hard to create better products and a better planet.”

Anyway, that commercial was broadcast many a year ago, when many people really did think cigarettes were not bad but good for you. But even in 1994, Joseph reminded us, we had the 7 major tobacco CEO’s testified before Congress stating that nicotine was not addictive.

I guess they were all on something a bit more potent than tobacco to say something as insane as that.

So now we have today, where only (according to Dumont) 20% of the people trust in advertising as we’ve known it. What people trust now is user reviews (though of course even that’s being manipulated now).

Dumont went on to say that everything has changed, and that we have transparency now, especially with little supercomputers in our pockets that are readily accessible.

“Successful companies of the future will improve people’s lives. Period.”

Unilever is a company that produces products that 1 in 3 households use globally. They are really looking into sustainability. Under Armour is another company seeking sustainable solutions. They incorporate transparency in their marketing campaigns, and have increased their market cap exorbitantly by doing so.

Finally, the dude who owns Patagonia seems to be the leader in transparency. Yvon Chouinard is, according to Dumont, the real “most interesting man in the world,” as opposed to the actor presented in the Dos Equis commercials. You can read about him here.

“Clear is the new clever.”

Joseph’s agenda is to work with companies to provide the truth about why they are great.

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