An open sore on the Co-Operative movement

In 2011, Britain’s Co-Operative Group unveiled a new marketing campaign inviting consumers to “Join the Revolution” – a movement billed as “the most radical sustainability programme in UK corporate history” designed to “spearhead its membership drive and help build a more sustainable economy.”

Coming as it did in the wake of a financial crisis, just months before the country’s first ‘double-dip’ recession since the 1970s, there was a little hubris to the claim, but not much worse than many a marketing department has been responsible for.

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