Found 120 stories. Page 1 of 6.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
LEADERSHIP - Setbacks such as the overturning of Roe v. Wade offer brands the opportunity to demonstrate their true commitment to supporting a healthy, equitable future for all.
MARKETING AND COMMS - The heat is on — from Greenpeace protesting Cannes to concerned citizens and legislative pressure — for advertisers to make their work count for more than selling more products to the Western world. Here are six key takeaways from this year’s Cannes Lions, and how your campaigns can be and do better.
BEHAVIOR CHANGE - Creating meaningful consumer behavior change remains a ‘white whale’ for Purpose-driven brands. Here, we hear a behavior-first approach to changing culture, needed paradigm shifts for regenerative leadership, and the latest research on meaningfully connecting with dithering consumers.
BEHAVIOR CHANGE - On day one of Brand-Led Culture Change, brands, retailers, trend watchers and behavioral and cultural design experts examined the role and power of consumer-facing companies to create the socially and environmentally prosperous world we want to live in.
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.
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.
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.