8 months ago - More brands seem to be taking a two-pronged approach to growth — continuing to sell new products while demonstrating their ‘care’ for the planet through circular initiatives and takeback schemes. When will companies truly commit to changing the products they sell and how they sell them?
11 months ago - Many would also argue that the fashion industry is not being judged harshly enough and gets away with a lot. But there are steps in the right direction and nuances within sustainability ‘misses’ which, if built on, will generate needed momentum.
1 year ago - Brands now understand the immense benefits of touting their sustainability and purpose credentials; but those with sustainability ‘halos’ aren’t immune to scrutiny over their claims. As Innocent drinks was recently reminded, the stakes have never been higher for getting it wrong.
1 year ago - “Tony’s has done a great job of raising awareness of an important issue; and there is a real risk that the overriding message that will be left, once the dust settles, is one of a brand getting it wrong — and that could undermine all of the important messaging that Tony’s tries to share through its purpose.”
1 year ago - Like Earth Day, COP26 might rally internal measures on sustainability issues right now, but how can businesses stay on course and maintain that passion and focus once the moment has been and gone?
1 year ago - There are many challenges to implementing corporate purpose effectively. One of the biggest is to sufficiently embed it, so it is owned by everyone. This is more challenging than embedding other corporate ideas, because purpose is personal.
2 years ago - It is easy for people with money to write off services such as these for those who don’t have it, but there is a massive opportunity for Klarna to rewrite the rules of ’buy now, pay later’ and create genuinely positive impacts.
2 years ago - To be effective, sustainability and purpose work should create positive business change, not positive media stories. They are management tools, not PR initiatives. So, should brands stop communicating until they’ve got something concrete to say?
2 years ago - A dramatic shift in diversity is only possible if the most exposed, vulnerable and or marginalised groups contribute to decision-making around narratives, ideas and solutions. Can you name any brands that are championing race within their purpose work and doing it well?
2 years ago - If Oatly had taken Blackstone’s money, put it on a billboard, and made it known to all of its customers that its next mission was to change the world of ‘big bad investment’ from the inside out, it would’ve remained true to its brand story.
3 years ago - As retail sales reportedly fell for the first time in 25 years, with particularly weak holiday sales, new research reveals that a new conscientiousness may be a central cause — with sustainability-concerned consumers buying less.
3 years ago - Ben Hayman — Managing Partner at Given London — predicts the biggest brand purpose trends in the year ahead. For brands getting it right in 2020, purpose will be viewed as a comprehensive and systemic approach to change, rather than simply a marketing platform.
3 years ago - Despite the consumer demand, brand opportunity and environmental imperative, very few brands are taking action in a meaningful way.
4 years ago - Not only did Anglian Water’s ‘Smarter Drop’ project deliver impressive reduction in water consumption amongst consumers, it created impressive gains in brand loyalty and trust for the UK utility.
4 years ago - We reached out to communication leaders in the SB community for their take on P&G’s spotlight on toxic masculinity.
4 years ago - The news last week that the Christmas advert from Iceland — a UK supermarket chain specializing in frozen food — has been banned is a bad decision. Iceland’s advert — a repackaging of a short, animated film by Greenpeace released earlier this year with a powerful, consumer-friendly sustainability message — shows a brand that is trying to do good work by improving its impact on the world.
5 years ago - We’re increasingly living in a world of purpose-led brands, as growing numbers of consumers are more interested than ever in the “big world” issues related to the products they buy, and how they use them. And yet, when it comes to the sustainability sector, we still struggle to apply some of the most basic communications principles to the issues we are trying to solve.