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Big, Bold, Creative ... and Normal: How Brands Can Shift Sustainability Into the Mainstream
9 years ago - Bob Dylan understood the sustainability challenge long ago when he sang, “People seldom do what they believe in / They do what is convenient, then repent” in “Brownsville Girl.”For sustainability to become mainstream, we need to reframe the debate — in terms of both language and relevant benefits. I believe mass-market and well-loved brands are best placed to drive and accomplish this critical shift.So do we just need to leverage brands to make people care about the environment?
Unilever's 'Green Express' Train Is Latest Way to Cut Its Supply Chain Footprint
9 years ago - Unilever has launched a new rail service in Italy called Green Express, as part of a wider eco-efficiency programme within its supply chain to support the Unilever Sustainable Living Plan.The service delivers Unilever’s Algida brand ice cream from its factory near Naples, 700km to the logistics hub in Parma.The direct connection, linking three lines, means that 3,500 trucks will be taken off the road each year, saving 40 million mega-joules of energy per year.
New 'I Want to Be Recycled' Campaign Targeting 62% of Americans Who Are Not Avid Recyclers
9 years ago - The average American produces 4.4 pounds of trash a day, and on the whole the United States produces over 250 million tons of trash a year. However, only about 35 percent is currently recycled, according to the Environmental Protection Agency (EPA). To address this national concern, the Ad Council and Keep America Beautiful (KAB) today launched a public service advertising (PSA) campaign designed to raise awareness about the benefits of recycling with the goal to make recycling a daily social norm.
Behaviour Change: Collaboration and Strong, Independent Leadership Required
9 years ago - Consumer behaviour change is the challenge of our time. An effective response will require increased capacity and capability across the sector: more skills, different skills and more people with those skills. If we are to achieve this, we need cross-sector collaboration with strong, independent leadership.
Barriers and Benefits: Changing Behavior Through Social Marketing
9 years ago - Promoting behavior change is something that Lifebuoy knows well. Launched in 1894 by William Level in the UK as the Royal Disinfectant Soap to stop cholera in Victorian England, it went on to be known as the “red soap” throughout the twentieth century. Back in the early days, Lifebuoy launched programs in schools showing children the importance of handwashing at key occasions.
Forget the 'S' Word: How to Make a Sustainable Lifestyle Sexy and Aspirational
9 years ago - This is a call for lots less chatter, twitter and yammer about the earth’s limits and in place of those, a world of new, real and lively conversations around ‘persuasive’ limits.Let me give an example of why: According to the latest data, concentrations of carbon dioxide in the global atmosphere have reached 400 parts per million (ppm) for the first time in human history. The problem, however, is that that very sentence is capable of making otherwise contented people run screaming for the nearest copy of Hello magazine.
Richard Branson and Jochen Zeitz Launch 'B Team' to Foster Sustainable Business
9 years ago - Virgin Group founder Sir Richard Branson and PUMA Chairman Jochen Zeitz have launched a new non-profit call “The B Team,” which aims to deliver a new way of doing business that prioritizes people and planet alongside profit — a "Plan B" for businesses the world over.
SB '13 Day Four Speakers, Debates, Ads and Songs Exemplify Successful Sustainability Communications
9 years ago - Thursday, the morning of the fourth and final day of SB ‘13, continued the week’s momentum and lived up to its “Communications” theme with a variety of rousing speakers and conversations, peppered with examples of clever and successful sustainability messaging from some of our top brands that focus on “selling behavior, not selling stuff.”
Is It Best to Approach Behavior Change from Inside or Outside of Your Company?
9 years ago - Work on behavior change cannot be considered a new area; various institutions, especially governments, have long sought to influence individuals’ behavior in areas such as health, transport, family planning, etc. It is also not new for companies and brands to attempt to influence behaviors and needs through marketing.
Crowdsourcing a Sustainable Packaging Strategy: Learning from Unilever's Sustainable Living Lab
9 years ago - Companies crowdsourcing their sustainability strategies is a growing trend, and I was lucky enough to experience this first-hand last month, through a Unilever Sustainable Living Lab session, as a guest speaker discussing sustainable packaging design (interest declared: they’re a Seymourpowell cl
How To Use an Awards Scheme To Engage Your Stakeholders
9 years ago - At 2degrees, we’re all about engagement.
UK Retailers Increase Efforts To Decrease Food Waste
9 years ago - Coca-Cola Enterprises, Unilever, AB InBev, Nestlé, and 45 other retailers, manufacturers and brands have all recommitted to a joint reduction of food and drink waste by 1.1 million metric tons by 2015.
How Might We Re:Imagine Consumption? Conditions for Success and a Call for Collaboration
9 years ago - Consumption (noun); the action of using a resource. We know consumption is a primary driver of the inherent unsustainability of modern living. For those yet to be convinced that our way of life is not sustainable (adjective — able to be maintained at a certain level), reflect on the fact that last Friday, May 10th, levels of carbon dioxide in the atmosphere peaked at 400 ppm. Also reflect on the fact that the desire for a $1 T-shirt has driven the most appalling standards in many apparel supply chains and the recent deaths of over 1000 garment workers in Bangladesh.
Sustainable Brands Unites Global Partners for First Look at Project on Sustainable Consumption and Consumer Behavior Change
9 years ago - SAN FRANCISCO, California, May 8, 2013 – Sustainable Brands® announced today that the Emerging Economies Consumer Behavior Change Project will launch at the Sustainable Brands Rio conference in Brazil.
New Research Suggests Marketers Underestimate Consumer Interest in CSR
10 years ago - New research released last week by the World Federation of Advertisers (WFA) and Edelman shows global marketers overwhelmingly agree that "purpose" will be increasingly important to building brands in the future.
UK Task Force Report Explains Why Businesses, Government Should Prioritize Environmental Preservation
10 years ago - Today, the Ecosystem Markets Task Force (EMTF), an independent task force aimed at finding new opportunities for UK businesses to drive green economic growth, released its Final Report stating the opportunities available for businesses that properly value nature
Communicating Sustainability: How Do We Go From Talking to the Wall to Preaching to the Choir?
10 years ago - Calling all innovators and creatives! During April 2013, Sustainable Brands will be publishing a new “Issues in Focus” editorial package highlighting the most effective and engaging examples of sustainability communications.
Waste-Haters Unite! 'We Hate To Waste' a Strategic Resource for Consumers and Brands Alike
10 years ago - As a seasoned green marketing professional (she literally wrote the books on it), Jacquie Ottman has made a name for herself working with companies to develop and market sustainable products sustainably.
Unilever announces new initiative in progress to helping 1 billion people improve their health and wellbeing
10 years ago - New York, 15 October 2012 - Unilever and the Earth Institute today announced a new initiative to bring handwashing with soap – a lifesaving habit – to the Millennium Villages, a project that works with nearly 500,000 people in rural villages, across 10 countries in sub-Saharan Africa. Prof.
Unilever CEO challenges youth leaders to remake capitalism
10 years ago - Pittsburgh, PA – October 19, 2012 – Unilever CEO Paul Polman this afternoon addressed 1,300 young leaders from 182 countries during the third annual One Young World Summit, challenging them to remake capitalism. The three-day summit brings together delegates focused on creating lasting and positive global change.