Have Sustainable Brands delivered right to your inbox.

Stories About Brand Strategy

Found 821 stories. Page 3 of 42.

How to Communicate Diversity and Inclusion When You Aren't Quite There Yet
How to Communicate Diversity and Inclusion When You Aren't Quite There Yet

MARKETING AND COMMS - While sustainability and citizenship mean different things to different people, these terms are most commonly associated with a company’s impact on the external world, focusing heavily on social and environmental initiatives. However, businesses can do a lot of good (for the world and their bottom line) by equally focusing internally, on such things as their diversity and inclusion practices.

To Market Sustainability, Focus on What Consumers Love, Not What They Hate
To Market Sustainability, Focus on What Consumers Love, Not What They Hate

MARKETING AND COMMS - Early marketing for products promising sustainability was all about what they “weren’t.” Tofurky wasn’t meat. Soy milk wasn’t dairy. Solar wasn’t coal. Positioning against the negative helped companies attract consumers who were revolting against the polluting impacts of standard manufacturing practices and products. But doing so ignored what potential customers still wanted, whether a product was sustainable or not: delicious taste, high performance, reliable quality and comfort, and overall satisfaction. Consider the ominous ads for the first Prius, which started running in 2001. The only virtue they extolled was fuel efficiency, and portrayed oil drills as monsters.

Some Stories Are Worth Telling: The Legacy of the Michigan Source Reduction Initiative
Some Stories Are Worth Telling: The Legacy of the Michigan Source Reduction Initiative

PRESS RELEASE - Sometimes a great notion matters. Sometimes a great notion matters a huge amount. In this case, the great notion was the Michigan Source Reduction Initiative (MSRI). Few people remember MSRI, but its legacy lives on. MSRI was the catalyst that launched The Dow Chemical Company into a collaborative approach in helping the world achieve sustainable development. It also ushered in a wave of new and unique company-NGO collaborations that helped accelerate progress and set new standards for these relationships. It is hard to imagine the great collaborations of more recent years (e.g., US Climate Action Partnership formed in 2006) happening without that catalyst of MSRI.  

Experts Gather to Discuss ROI of Sustainable Business at New Metrics '18
Experts Gather to Discuss ROI of Sustainable Business at New Metrics '18

PRESS RELEASE - SAN FRANCISCO, October 29, 2018 — The Sustainable Brands® community gathers today in Philadelphia, PA to kick off the 8th annual New Metrics conference.

Advertisement
Future-Fit Business Benchmark Shows Novo Nordisk What 'Good' Looks Like
Future-Fit Business Benchmark Shows Novo Nordisk What 'Good' Looks Like

NEW METRICS - Novo Nordisk is the first global company to have completed a Future-Fit self-assessment and to have the results independently assured. In advance of Sustainable Brands’ New Metrics ’18 event next week in Philadelphia, I sat down with Cora Olsen, Global Lead on Integrated Reporting at Novo Nordisk, to discuss what the company learned from this process.

Urban Brand Utility: Impact Branding for the Urbanising Century
Urban Brand Utility: Impact Branding for the Urbanising Century

MARKETING AND COMMS - The brand communications crisis is not an urban legend, albeit just as scary Between 2001 and 2002, Brazil went through its largest energy crisis. The lack of infrastructure planning combined with economic growth forced the Government to ration the energy supply from its main urban centres, for intermittent periods of time. Back then, as a student living in São Paulo, I remember streets darkening as the sun went down. In one of those evenings, walking back home from university, two men driving a motorcycle stopped right in front of me. One of them jumped off the bike and before I knew it, he hit me on the head with the back of his gun and stole my backpack.

Q&A: YouNoodle on Why Startups Can Be Key to Your Sustainability Strategy
Q&A: YouNoodle on Why Startups Can Be Key to Your Sustainability Strategy

PRODUCT, SERVICE & DESIGN INNOVATION - Well known as a technology engine — with a global network of 200,000+ startups that has powered a 1000+ innovation/startup competitions and challenges — YouNoodle might not be the first company you think of for advice on corporate sustainability strategy. But as the industrial era is replaced by a more entrepreneurial society, YouNoodle is helping brands and organizations keep up with disruptive innovation — and the sustainability space could certainly use more of that.

Breakthrough Impact Measurement Tools Revealing at New Metrics ‘18
Breakthrough Impact Measurement Tools Revealing at New Metrics ‘18

PRESS RELEASE - EcoAct, Novo Nordisk, B Lab and others sharing new research and performance metrics, Oct 29-31 in Philadelphia SAN FRANCISCO, October 24, 2018 – Members of the Sustainable Brands® community will gather next week for the 8th annual New Metrics conference, taking place October 29-31 at the Loews Philadelphia Hotel in Philadelphia, PA. More than 300 executives and global thought-leaders will reveal new methodologies, toolkits and case studies for demonstrating the ROI of Sustainable Business. Compelling new initiatives presented at New Metrics ‘18 will include:

Iron Mountain Drives Renewable Energy Goals for Global Electricity Use in 2018 through Partnerships with NextEra Energy Resources
Iron Mountain Drives Renewable Energy Goals for Global Electricity Use in 2018 through Partnerships with NextEra Energy Resources

PRESS RELEASE - Iron Mountain Incorporated™ (NYSE: IRM), the global leader in storage and information management services, today announced the signing of a 15-year power purchase agreement (PPA) with an affiliate of NextEra Energy Resources, LLC, for 145 megawatts (MW) of new wind energy from the Pretty Prairie Wind Farm, located in Reno County, KS. With this agreement, coupled with other recent green power purchases, Iron Mountain expects to exceed 75 percent global renewable electricity usage in 2018, and move the company closer to its goal of 100 percent renewable power by 2050. Iron Mountain worked with Schneider Electric Energy & Sustainability Services to identify and evaluate projects and arrange the deal.

Advertisement
HP, IKEA Join Group Developing Global Supply Chain for Ocean-Bound Plastics
HP, IKEA Join Group Developing Global Supply Chain for Ocean-Bound Plastics

WASTE NOT - Today, NextWave Plastics — a collaborative, open-source initiative convening leading technology and consumer-focused companies to develop the first global network of ocean-bound plastics supply chains — announced that HP Inc. and IKEA are joining its global consortium. The addition of HP and IKEA marks 10 companies collaborating to “turn off the tap” of plastic entering the ocean.

REI Co-op continues commitment to sustainability by hosting 11 used gear swaps across the country on Oct. 27
REI Co-op continues commitment to sustainability by hosting 11 used gear swaps across the country on Oct. 27

PRESS RELEASE - "Our commitment to used gear is part of our broader effort to offer affordable, sustainable gear to our customers," said Peter Whitcomb, REI director of new business development. "Swapping gear is a fun way for our members to connect, get the gear they need, and sell or trade what they no longer use – all while helping to keep products out of the landfill." The events are free and open to REI members and one guest. Individuals looking to sell gear do not need to be an REI member, but are asked to pay a $20 fee for table space. Event proceeds will be donated to a local outdoor nonprofit in each city. Learn more here.

NRG Launches Renewable Select, Simplified Renewables without the PPA
NRG Launches Renewable Select, Simplified Renewables without the PPA

PRESS RELEASE - NRG Energy, Inc. (NYSE: NRG) announces the availability of Renewable Select, simplifying the renewables procurement process and making it easier for businesses to choose renewable energy. The plan transforms the lengthy and complex traditional energy procurement process into a cost competitive, easy to execute transaction. Today’s customers demand renewable energy at grid parity to meet their fiscal requirements while achieving their sustainability goals. Renewable Select uniquely delivers to customers:

Addressing SDG 14: 3 Steps to a Sustainable Ocean Supply Chain
Addressing SDG 14: 3 Steps to a Sustainable Ocean Supply Chain

NEW METRICS - Oceans cover more than 70 percent of our planet’s surface and are home to 80 percent of life on earth. Fish, which provide 20 percent of daily protein intake to about 3.1 billion people, is among the most widely traded food commodities — at a value of US$145 billion annually.

Danish CSR-prize recognizes Ørsted as a role model for sustainability reporting
Danish CSR-prize recognizes Ørsted as a role model for sustainability reporting

PRESS RELEASE - The annual CSR prize seeks out best practices in economic, social and governance (ESG) reporting among Denmark’s biggest companies.

Advertisement
Member Spotlight: Ann Starodaj of Optoro connects the dots on transforming retail waste, attracting top talent and achieving professional fulfillment
Member Spotlight: Ann Starodaj of Optoro connects the dots on transforming retail waste, attracting top talent and achieving professional fulfillment

MEMBER SPOTLIGHT - Ann Starodaj (@AnnStarodaj), director of sustainability at Optoro, spoke with us recently to discuss her passion for promoting sustainable consumption, how Optoro’s software solutions enable this for clients, and how leveraging a strong appetite within the business to measure product impact is helping her expand the sustainability team. Keep reading to learn more about the inspiring army of changemakers Ann is seeing in the marketplace, her desire to collaborate with members on reverse logistics, and the insights she gained as a pastry chef before diving head long into sustainability.

New Tool Helps Companies Determine If, How to Engage on Divisive Issues
New Tool Helps Companies Determine If, How to Engage on Divisive Issues

WALKING THE TALK - In the past year, we’ve seen more and more bold and potentially risky moves from brands, taking stands on pertinent societal and environmental issues: Airbnb, Google and other tech giants against the US’ immigration ban; Target supporting individuals’ right to use bathrooms corresponding to their gender identity; Heineken’s and other brands’ vocal support of

8 Timely Topics Shaping the 8th Year of #NewMetrics
8 Timely Topics Shaping the 8th Year of #NewMetrics

NEW METRICS - At its core, the #NewMetrics series of events has always been about quantifying previously ignored risks, costs and revenue potential associated with sustainability impacts. Over the years, we have explored important new metrics related to the whole range of vital capitals — natural, human, social, relationship, intellectual and financial — with the same end goal of helping businesses understand the full picture of their presence in the world, so they can then improve it in informed, holistic ways.

While McDonald's Burgers Get More Real, Chipotle Reminds Us It's Been 'Real' All Along
While McDonald's Burgers Get More Real, Chipotle Reminds Us It's Been 'Real' All Along

MARKETING AND COMMS - McDonald’s USA has announced that its seven classic burgers are now free from artificial preservatives, artificial flavors and added colors from artificial sources. The ingredient changes affect all 14,000 U.S. restaurants, marking this the next major milestone in McDonald’s food journey and another way the fast food giant aims to help customers feel good about its food.

Two Types of Recycled Fiber, and Two Approaches to Making Recycled Paper
Two Types of Recycled Fiber, and Two Approaches to Making Recycled Paper

PRESS RELEASE - There are two types of recycled fiber – composed of either post-consumer reclaimed material or pre-consumer reclaimed material – that can be used to make recycled paper. The two are fundamentally different, as specified in these definitions from the Forest Stewardship Council® (FSC®):

Advertisement
Q&A: How Boothster Is Redesigning the Exhibit Industry
Q&A: How Boothster Is Redesigning the Exhibit Industry

PRODUCT, SERVICE & DESIGN INNOVATION - The exhibit industry is one of the most wasteful on the planet. Just take a look at the end of most conferences and trade shows, and you’ll see floors and dumpsters filled with plastics, banners, janky aluminum and other non-sustainable materials. Back in March, the Sustainable Brands team saw a clever, sustainable booth-building system and reached out to the designer, Boothster, to collaborate on sustainable stage designs and booths for SB’18 Vancouver.

Advertisement
Have Sustainable Brands delivered right to your inbox.
We offer free, twice weekly newsletters designed to help you create and maintain your company's competitive edge by adopting smarter, more sustainable business strategies and practices.
Copyright ©2007-2020 Sustainable Life Media, Inc. All Rights Reserved.
Sustainable Brands® is a registered trademark of Sustainable Life Media, Inc.