Stories About Brands for Good
Found 103 stories. Page 1 of 6.
Why Pushing Doesn’t Work … and a Better Way to Change Minds
BEHAVIOR CHANGE - Sometimes change doesn’t require more horsepower. Sometimes we just need to unlock the parking brake. This book is about finding the parking brakes — discovering the hidden barriers preventing change that are thwarting action and learning how to mitigate them.
How Stayfree and UNICEF Have Helped 1.7M Indian Girls Break Taboos Around Feminine Health
OUR HEALTHY LIVES MISSION - Cultural taboos, and lack of information and access to sanitary napkins, mean that menstruation still limits the lives of women and girls in many places. Stayfree and UNICEF developed a series of social and behavior-change initiatives to improve resources and understanding among girls, families and society.
Sustainability Is Not Enough: Moving from Earth-Neutral to Earth-Positive
THE NEXT ECONOMY - To create real change and avert a climate crisis, we must move beyond earth-neutral and embrace earth-positive — and that starts with your narrative. Here are three ways to ensure that your business, your brand and your ethos are all earth-positive.
US Consumers Looking to Brands, Ecolabels to Help Guide Better Purchasing Habits
BEHAVIOR CHANGE - New research from Sustainable Brands™ and Ipsos highlights post-pandemic consumer behaviors and priorities, and how product labeling influences purchasing decisions.
Are Sustainable Brand Messages Targeting the Wrong People?
MARKETING AND COMMS - By focusing on a handful of easy target demographics, brands exclude swaths of people — the people who most need to be included in the narrative. The next time you brief your agency or write a brand plan, I hope you’ll rethink assumptions of who the sustainable consumer could be.
Profit, Performance and Impact: The Success Criteria of a Whole Brand
WALKING THE TALK - The reality of living in a capitalist society is that we can't simply cut off the production of products and services; the brands that will succeed in the upcoming decades will be those that function holistically, with sustainable actions built in.
Tomorrow's Brands Are Reimagining Product Formats, Reshaping Industries
PRODUCT, SERVICE & DESIGN INNOVATION - Bite has reimagined the way consumers can and should use routine personal-care products. It has disrupted the linear approach to a stale industry with a fresh, waste-free format that offers a successful, premium model of circularity.
Trending: Starbucks, A&W Advancing Coffee Cup Circularity
WASTE NOT - This week, Starbucks and A&W Canada unveiled their latest strategies for ending disposable-cup waste with the introduction of reusable and compostable options, respectively.
Effective Storytelling Can Inspire Positive Action for People and Planet
BEHAVIOR CHANGE - Marketers are the co-creators of our societal narrative, and a brand’s messaging has the ability to drive culture change. Never before has the power of the stories we tell held such importance or latent opportunity.
New Target Collection Answers Increased Consumer Demand for Products That Reduce Waste
MARKETING AND COMMS - The ‘Target Zero’ collection features products and packaging designed to be refillable, reusable or compostable; made from recycled content; or made from materials that reduce the use of plastic.
‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing
MARKETING AND COMMS - 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.
New Consumer Research Highlights Sustainability Opportunities for Brands in Asia
MARKETING AND COMMS - The first-ever Asian version of the Socio-Cultural Trend Tracker shows the huge opportunity that await brands for meeting conscious consumers’ needs and desires in Japan, South Korea, Thailand and Malaysia.
Kraft Heinz Not Company Out to Upend Industry with AI-Driven, Plant-Based Food Innovation
PRODUCT, SERVICE & DESIGN INNOVATION - In partnering with TheNotCompany, Kraft Heinz aims to leverage its manufacturing and commercial capabilities, with the scale of some of its beloved global food brands, to reshape the food landscape and set a new standard for plant-based innovation.
Super Bowl 2022: Glimmers of Purpose Messaging Brighten Push for Consumption as Usual
MARKETING AND COMMS - Except for a clutch of ads for EVs, it seems the climate crisis is not yet a force driving brand messaging at the Super Bowl. But a few brands seized the opportunity to drive adoption of sustainable behaviors at scale.
There’s an Opportunity for Purpose Leadership in the Metaverse Gold Rush
THE NEXT ECONOMY - Companies getting into the gold rush of the metaverse can, like many before them in burgeoning industries, put profit first with little thought to the implications on society. Rarely have we been able to proactively factor in brand purpose and ESG planning into the early stages of an industry; and we have the unique opportunity to get it right this time around.
How Brands and Retailers Can Collaborate to Activate Sustainability, Drive Growth
BEHAVIOR CHANGE - Why are so few brands and retailers partnering to communicate their sustainability attributes at the moment of truth — when shoppers are in the right mindset to buy? A new guidebook offers 10 guiding principles and many inspirational examples to help guide brands and retailers through the process.
Tony’s Chocolonely: The Advent of More Teachable Brand Moments?
MARKETING AND COMMS - “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.”
The Most Successful, Sustainable Organizations Will Be Driven by Feminine Leadership
LEADERSHIP - An insightful panel discussion on women in leadership unearthed several critical traits for the type of leadership we need in a healthy, sustainable, equitable future — and signs that they’re beginning to transcend gender.
Growing Anti-Black Friday Movement Spurns Overconsumption, Unsustainable Holiday Shopping
BEHAVIOR CHANGE - Consumers are more and more inclined to buy from brands that align with their beliefs and values; and anti-Black Friday is an important indicator of the growing chasm between purpose-driven brands and those still banking on business-as-usual approaches.
ANA and Sustainable Brands Forge New Alliance to Promote and Enable Sustainable Growth
PRESS RELEASE - Agreement Seeks to Educate, Build Awareness and Accelerate Progress
