Stories About Brands for Good
Found 129 stories. Page 1 of 7.
Mercari: Brands Would Do Well to Join the ‘Resale Revolution’
THE NEXT ECONOMY - Younger consumers are pushing resale into mainstream retail; and it’s changing how brands, platforms and other services that support commerce support and strategize around it.
The Dos and Don’ts of Successfully Engaging the Masses
MARKETING AND COMMS - Day one of SB’s Brand-Led Culture Change event was loaded with insights from brand leaders and influencers on the ever-growing world of impactful brand sustainability communication.
Michelle Obama’s PLEZi Nutrition Aims to Help Raise a Healthier Generation of Kids
MARKETING AND COMMS - Building on her efforts in the White House with her Let's Move! initiative, Mrs. Obama is guiding PLEZi Nutrition’s mission to be a model for how food and beverage brands can support the health of our younger generations.
New Research from Tide, WWF Reveals Keys to Sustainable Behavior Change
BEHAVIOR CHANGE - Tide and WWF believe the new insights gathered from their work together on laundry are applicable for all brands seeking to partner with consumers to reduce environmental impacts.
Unilever Study Reveals Influence of Influencers in Sustainable Behavior Change
BEHAVIOR CHANGE - Dove, Hellmann’s and a team of behavioral scientists examined how brands can leverage and maximize the power of social media influencers to positively impact consumer behavior.
Cultural Intelligence Unlocks Campaign Strategies to Support Brand-Led Culture Change
BEHAVIOR CHANGE - By unpacking consumer trends and crafting poignant narratives, today’s brands can create behavior change, shift consumer demand, and drive good growth — resulting in positive market transformation and sustainable culture change.
Anheuser-Busch Brings ‘National Recycling League’ Action to Super Bowl LVII
BEHAVIOR CHANGE - Every beverage container recycled through gamified reverse vending machines will give fans an instant prize and qualify them to win NFL season tickets.
Brand-Led Culture Change Key to a Flourishing Future
BEHAVIOR CHANGE - By prioritizing bold business imperatives and meeting deep human needs, brands can transform themselves into the leaders of a new, regenerative economy. But these initiatives cannot thrive in a closed system of communication.
Politics and Purpose: The US Consumer Response to Purpose-Driven Marketing Across the Political Spectrum
MARKETING AND COMMS - How does identifying with a certain political party, generation or minority group influence whether consumers think more highly or more disapprovingly of a brand taking on a cause? Here is what we learned.
L'Oréal USA Product Labeling System Aims to Educate Consumers About the Environmental Impact of Products
MARKETING AND COMMS - New survey finds 83% of US consumers value brand product transparency, but only 47% feel they have the information to make sustainability-based purchasing decisions. Impact labeling will begin with Garnier products and roll out progressively across L'Oréal's brand portfolio.
New Guide Shows How CMOs Can Mainstream Sustainability by Closing Say-Do Gap for Good
MARKETING AND COMMS - BCG and the CMO Sustainability Accelerator — a coalition that includes Sustainable Brands, ANA and Adweek — have developed a practical guide to help brands “bring green to the mainstream” by developing and marketing sustainable choices for all consumers, not just those moved by sustainability claims.
Harnessing the Power of Social Media for Good Delivers Brand Trust and Loyalty While Driving Meaningful Change
MARKETING AND COMMS - When done thoughtfully, brands can use social media to champion sustainable living and generate positive outcomes that are favorable to people, the planet and their overall business results.
Purpose-Driven Brands Continue to Encourage More Conscious Consumption Habits in Antidote to Black Friday
BEHAVIOR CHANGE - As US consumers report more conservative gifting plans due to money worries, alternatives such as Freitag’s S.W.A.P. events and Poshmark’s Secondhand Sunday meet the downshift in enthusiasm for the Black Friday shopping frenzy.
Campaigns from Fridays for Future, Universal Music Group Aim to Usher Young Voters to the Polls
MARKETING AND COMMS - Fridays for Future reminds US voters about the real existential threat to our planetary health, while UMG launches new installments of its ‘Use Your Voice’ and ‘Pull Up to the Polls’ initiatives to support voter education and to help get young people to the polls this week.
2 in 3 People May Be Willing to Halve Their Consumption to Help Save the Planet
BEHAVIOR CHANGE - 68% of people ‘somewhat agree’ they’d reduce their consumption by half to avoid environmental damage and climate change — especially those with worried children at home, according to a new survey. But the gap between aspirations and actions remains wide in all countries.
‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale
BEHAVIOR CHANGE - COVID reshaped our capacity for collaborative change. We saw that, when people had the right information, they would act accordingly. We must help people understand how to participate in the sustainable economy and what their impact can be. Even more, we must change social norms so that people feel compelled to opt in.
Strong Roots Continues Mission to ‘Fix the Freezer Aisle’ with Carbon-Labeled Foods
MARKETING AND COMMS - The Ireland-based B Corp joins a growing number of brands aiming to help consumers understand how its products fit into a more climate-conscious approach to eating.
Personal Impact Measurement Tool Helps Users Improve Their Shopping 'Karma,' Drive Individual Climate Action
BEHAVIOR CHANGE - Karma Wallet is banking on a recipe of behavior change, fintech and systems change to create a critical mass of consumers able to turn intent into action and pressure brands to make the broader changes the world needs.
Recurate’s Inaugural Resale Report Highlights Goldmine in Brand-Owned Recommerce
THE NEXT ECONOMY - Many brands that offer pre-owned merchandise through their own retail channels initially do it for sustainability reasons — to keep useful products out of landfills. While that is an important benefit of recommerce, thinking of it only in those terms is overlooking major business opportunities.
How Can We Direct Consumers Toward More Impactful Sustainable Behaviors?
BEHAVIOR CHANGE - Research from Sustainable Brands and Ipsos reveals a global misperception on the most impactful sustainable behaviors — with a belief that recycling will yield bigger benefits than eating plant-based diets, increasing energy efficiency, and 58 more impactful choices.
