Innocent

Innocent is tagged in 6 stories.
‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing
‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing

3 months 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.

7 Tips for Engaging Consumers on Circularity
7 Tips for Engaging Consumers on Circularity

1 year ago - If consumers are to embrace sustainable products en masse, they need better information to be able to make an informed choice — and this is where marketeers have a vital role to play.

Innocent Drinks’ App Helps Farmers Cut Water Use by Up to 40%
Innocent Drinks’ App Helps Farmers Cut Water Use by Up to 40%

5 years ago - In the south of Spain, unsustainable water use is threatening Doñana National Park, a UNESCO World Heritage site and one of Europe’s most important wetlands. Located southwest of Seville, the Park supports millions of migratory birds and is a stronghold of the endangered Iberian lynx.

Key Steps for Successfully Engaging Consumers to Eat Sustainably
Key Steps for Successfully Engaging Consumers to Eat Sustainably

7 years ago - Everyday conversations about food are shifting from questions about whether to eat gluten or saturated fat to a new era in consumer food choices: sustainable diets. Some of this focus stems from recent findings reported by the federal government linking dietary choices to environmental impact and is bolstered by consumers’ awareness that their choices affect both their health and the environment. Consumers have long been seeking healthy food options and now the majority of consumers state that they intend to make changes in their diet for environmental reasons.

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Brands That Treat Customers Like Idiots Are Not Sustainable
Brands That Treat Customers Like Idiots Are Not Sustainable

7 years ago - At SB ‘14 London last month, one thing that really stood out for me was the focus on how storytelling can be used to help brands engage their customers with the theme of sustainability. For example, on the first morning of the first day, Daianna Karaian and Stuart Duncan from Futerra ran a workshop that focused on how to tell a sustainable brand story that customers will listen to.

Are We Seeing the Emergence of the Enlightened CEO?
Are We Seeing the Emergence of the Enlightened CEO?

8 years ago - Society. It’s one of the three pillars of sustainability, but the least defined and the least understood. Corporations have traditionally struggled to blend social purpose with hard-nosed business acumen, but as consumers increasingly look to brands to combat key societal issues such as climate change, human rights, equality and unemployment, this is starting to change. Social brand value is becoming much more sought after, and with it the necessity for a new type of leadership — a more honest CEO.

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