Stories About Brands for Good
Found 37 stories. Page 1 of 2.
Kolster to Brands: Avoid the ’Hero Trap’ and Close the Intention-Action Gap
WALKING THE TALK - Internationally recognised speaker and author Thomas Kolster, also known as Mr. Goodvertising, takes a hatchet to his earlier beliefs around purpose-driven brands in a new book, “The Hero Trap.” He says the one question brands need to be asking and acting on to change behaviors at scale and unlock sustainable growth that benefits all is ‘Who can you help people become?’
How to Future-Proof Brands and Create Culture Change in Challenging Times
MARKETING AND COMMS - Day 2 of the SB Leadership Summit saw a host of intimate discussions on the power of teamwork to drive change toward a better future — as seen in the relationships between top brands’ CMOs and CSOs, the many brand partners fueling SB’s Brands for Good initiative, and making “what people need” a core brand focus.
What Role Will Shaming Play in a Post-Pandemic World?
MARKETING AND COMMS - Myriad opportunities exist to create a new “business as usual,” post-pandemic: People won’t need to be shamed into being more thoughtful or responsible if sustainable practices become the default in society and in business.
Unilever Marks Sustainable Living Plan’s 10th Year; New ‘Compass’ to Guide Further Progress
LEADERSHIP - In 10th and final year of the company’s Sustainable Living Plan, CEO Alan Jope reinforces commitment to sustainability leadership; calls for renewed action to tackle social inequality and the climate crisis in post-COVID world.
Pandemic Sees Brand Leaders Putting Purpose Before Profit
WALKING THE TALK - While the government stalls under pressure to provide necessary aid to the millions affected by COVID-19, a silver lining to this pandemic is being revealed as more and more businesses exemplify efforts to put people before profit.
New App Aims to Reconnect Youth with Wonders of the Natural World
BEHAVIOR CHANGE - Mammalz is a mobile- and web-based, community-driven content platform giving youth around the globe a highly engaging and interactive way to connect with nature.
Report: Predatory Marketing Tactics a Top Threat to Children’s Wellbeing
MARKETING AND COMMS - While climate change and intensifying carbon emissions still top the list of factors endangering a healthy future for the world’s children, a new report finds that marketing of harmful products aimed at children is another major threat to their wellbeing.
#ItsInOurHands: How Cleansing Wipes Can Be Both Convenient and Sustainable
CHEMISTRY, MATERIALS & PACKAGING - Fact: Most personal-care wipes contain plastic and therefore can become a burden on the environment. Lenzing‘s biodegradable VEOCEL™ fibers offer an alternative solution. We talked to Jürgen Eizinger, VP of Global Business Management, Nonwovens at Lenzing, about the future of wet wipes.
Sell Responsibly… or Else? It’s Time to Face (Over)-Consumption and Come Up with Creative Solutions
MARKETING AND COMMS - We shouldn’t lure people into buying more than they need; but rather, help people make it all add up to a more meaningful life. Brands might be able to keep afloat on a short-term strategy and hide behind a cloak of innocence, but every dinosaur step is one closer to extinction.
What Will a Circular Economy Mean for Branding?
MARKETING AND COMMS - While a circular economy will present huge challenges to most brands' conventional business models, there are huge opportunities for those who embrace and adapt to this change — while those who drag their heels with incremental changes will undoubtedly fall behind.
Growing Coalition of Companies Reignites Efforts to Get US Voters to the Polls in November
BEHAVIOR CHANGE - Time to Vote is reigniting its 2018 efforts, building on its past results and working to engage even more employers in the lead-up to the all-too-critical 2020 election — and it’s looking for more businesses to join the cause.
Sustainability Drove Us to Buy Less This Holiday Season
BEHAVIOR CHANGE - As retail sales reportedly fell for the first time in 25 years, with particularly weak holiday sales, new research reveals that a new conscientiousness may be a central cause — with sustainability-concerned consumers buying less.
3 Ways We’ll Change the Game in 2020
COLLABORATION - Our global community of innovators is always abuzz with activity, but momentum generated from three initiatives this year have us particularly excited to follow them in the year to come.
Empowering Customers While Building Better Business, a Thriving Future for All
THE NEXT ECONOMY - With higher-priced products, “sustainability” can still be seen as a privilege. It is time for brands to empower consumers by offering them accessible choices that are better for them, for the planet and for generations to come.
Global Consumers Say ‘Save the Planet’; Some Economic Growth Can Wait
BEHAVIOR CHANGE - 60% of consumers surveyed agree protecting the environment should be given priority, even if it slows economic growth. But as we’ve seen for years, while consumers widely agree on the need for sustainability, behavior is slow to change.
Leading-Edge Stakeholder-Engagement Metrics Reshaping Companies’ Definitions, Benchmarks for Success
NEW METRICS - On day 1 of New Metrics ’19, representatives from corporates, nonprofits and more explored new ways to quantify the impacts of various forms of stakeholder engagement — from communities to consumers to employees.
5 Important New Frontiers of Social Impact Measurement
NEW METRICS - Within the evolution of risk and impact measurement, we are seeing growing demand for proven methodologies and best practices around quantifying social impact — here is a sample of five important frontiers of social impact measurement, each of which will have its own session at New Metrics ’19.
As REI Prepares to #OptOutside for 5th Year, CEO Says It’s Not Enough
ORGANIZATIONAL CHANGE - Outdoor retailer unveils aggressive, new sustainability commitments around waste and eliminating unnecessary packaging; urges employees, business leaders and consumers to “opt to act” on waste.
European CEOs Identify 5 'Jobs to Be Done’ to Foster Enduring, Sustainable, Inclusive Growth Model
LEADERSHIP - Report features insights from discussions with 27 top business leaders as part of Xynteo’s Europe Delivers program — including CEOs of AXA, Danone, EDF Energy, IKEA Group, Mastercard, Nestlé, Nokia, Schneider Electric and Tesco.
New, UN-Backed Chocolate Bar Enables Consumers to Directly Impact Farmer Livelihoods
SUPPLY CHAIN - The Other Bar is an experiment in influencing consumer behaviour through quantifiable proof of impact. If it can prove that consumers will buy and be loyal to impactful products, the hope is that bigger brands will want to follow suit, turning their marketing dollars into impact.