Launching last month, Zerobnb is an alternative accommodation listings directory which only features sustainable properties. But it’s the backstory that’s most interesting about this innovation. Neste, a Finland-based producer of renewable diesel, created the zero-impact Nolle cabin in July 2018 to promote its vision of a zero-emissions future. Guests could book to stay on the hut via Airbnb. Now, to further promote its vision, the company has created Zerobnb to list other sustainable properties which can be found on Airbnb. Neste says that when Airbnb add a filter option to view its sustainable properties, it will shutter Zerobnb.

This was shared by tw:in member Nina Hiukkanen, who commented: “While I travel a lot, I'm aware of the environmental issues related to travel. And I'm not alone, the demand for more ecological travel is growing. If this initiative was adopted by Airbnb, it would be easier for travelers to find sustainable housing. We all need to make changes in our lives, and this is an easy way to start the journey towards zero!”

We agree! Two further trend thought-starters for you:

- Marketing-as-a-service. If you were asked how a renewable energy company should market itself, you probably wouldn’t list ‘creating a cabin on an island off the mainland’ and then ‘creating an accommodation listings site’ in your Top 10! But in an over-saturated world, creating value for consumers is the best way to market your products. Which novel marketing ‘channels’ – i.e. useful services – could you create to raise awareness of your mission?

- Subversion tactics. Another way to cut through the overwhelm? Go on the attack, as Neste are playfully doing! But deploying SUBVERSION TACTICS effectively means choosing the right target. Gather your team and ask: what do we stand for? Where can we make a difference? If you’re able to answer those questions, the right opponent – a public figure, another brand, the list goes on! – will become clear.