Stories About Brands for Good
Found 58 stories. Page 1 of 3.
SB’21 Trend Watching: Brands’ Role in Reshaping the World in 2021 and Beyond
THE NEXT ECONOMY - At SB’s latest Trend Watching event, experts across a variety of fields and industries offered insights into how purpose-driven brands can effectively activate on everything from marketing to effective leadership to climate justice in our post-pandemic world.
For Those Still Wondering About the Business Case for Purpose …
BUSINESS CASE - In its latest research to understand consumer expectations of responsible brands, Porter Novelli used social psychology to unpack why consumers prefer Purpose-driven brands — and the importance of strong storytelling to complement sound business strategies.
S’well’s New Sustainability-as-a-Service Platform Riding GroundS’well of Demand for Circular Products
PRODUCT, SERVICE & DESIGN INNOVATION - Best known for its fashionable reusable bottles and hydration accessories, S’well recently launched GroundS’well — a sustainability-as-a-service platform that aims to help brands improve consumer habits while decreasing single-use plastic waste.
Complementary Studies Provide Glimpses into Consumers’ Minds During Most Difficult Year in Modern History
MARKETING AND COMMS - Amidst the uncertainty of the world in a global pandemic, two key pieces of 2020 research offered hope and optimism about what purpose-driven brands can achieve in 2021 — buoyed by new attitudes, opinions, and desires from consumers.
Protect What’s Good: How Tetra Pak Doubled Down on Its Brand Promise in 2020
WALKING THE TALK - Jeff Fielkow, President and CEO of Tetra Pak U.S. and Canada, discusses his experience at the helm of a major corporation during a global health crisis; and the critical elements of effective leadership.
The Cost of Convenience: Is Holiday Shopping Undermining Our Communities?
WALKING THE TALK - Yes, Virginia … There is a way to deliver both convenience and community this holiday season. It requires brands and retailers to lead with purpose, knowing that profit — both short- (i.e., purchases) and long-term (customer loyalty) — will follow.
Kao: Striving for 'Yoki-Monozukuri' (‘Excellent Manufacturing’) Through the Pursuit of 'Kirei'
PRODUCT, SERVICE & DESIGN INNOVATION - Kao’s new ESG strategy is centered on "kirei" (meaning “clean, beautiful and orderly”) — a Japanese word that is not yet well known worldwide but one that the company aims to make aspirational throughout the world.
IKEA, Unilever Sowing More Seeds for a Plant-Based Food Future
THE NEXT ECONOMY - With the global plant-based meat and foods markets growing like a tsunami, it’s no wonder that more and more global food companies are positioning themselves to ride the wave.
Is Black Friday Dying? Consumers Say They Want to Spend Less This Holiday Season
BEHAVIOR CHANGE - New GlobeScan research found that 77% of consumers are interested in choosing products that last longer, and 53% said they were interested in buying fewer things, in general. But there remains a gap between intention and action.
COVID, Customers Lead MGM to Open First Smoke-Free Las Vegas Strip Resort
BEHAVIOR CHANGE - The implications of Park MGM’s move to go smoke-free within the COVID-19 pandemic are important to consider. Perhaps COVID is the nudge the industry needs to prioritize people’s health and eliminate smoking on casino floors.
Chipotle’s Real Foodprint Tracks Sustainability Impact of Menu Items
MARKETING AND COMMS - Guests ordering on the Chipotle app and Chipotle.com now get a first-of-its-kind look into the brand’s sourcing efforts, down to the ingredient — and can track how Chipotle reduces its environmental impacts.
The North Face’s Explore Fund Council to Help Create Equity in the Outdoors
WALKING THE TALK - Launching in 2021, the celebrity-led Explore Fund Council will focus on accelerating culturally relevant exploration opportunities and connecting diverse communities to the benefits of outdoor exploration.
Activism: Why Taking a Stand Will Build Your Brand
MARKETING AND COMMS - Some dismiss brand activism as little more than PR stunts. But we at Grounded strongly believe brand activism is here to stay and can transform purpose into profit.
‘Cool Food Meals’ Badge Helps Diners ID Climate-Friendly Restaurant Meals
MARKETING AND COMMS - Now, just as diners can make decisions based on nutritional information, they can also decide what to eat based on the climate impact of a dish.
Are You Making It Easy for Your Employees to Vote This Election Day?
ORGANIZATIONAL CHANGE - The Time to Vote coalition has grown to nearly 800 companies. The goal is to have more than 1,000 companies — from a diverse set of industries representing every state — join the movement by November 3.
People Need Help Turning Healthy, Sustainable Aspirations into Action
BEHAVIOR CHANGE - New global public-opinion research from GlobeScan reveals that people need and want help from brands to change their lifestyles to become healthier and more sustainable.
Brands for Good: How the World’s Largest Consumer Brands Are 'Accelerating Culture Change'
MARKETING AND COMMS - A who’s who of field experts, creatives and C-suite leaders gathered at Sustainable Brands’ latest virtual event to share the latest insights, research and progress toward advancing and scaling sustainable consumer behavior and lifestyle changes.
Brands for Good Unveils Groundbreaking Research on Sustainable Consumer Behaviors
BEHAVIOR CHANGE - The latest Socio-Cultural Trend Tracker research measures consumer progress against adopting 9 sustainable behaviors, the intention-to-action gap for each, and brand trust scores in the time of COVID-19.
Kolster to Brands: Tout Not How Great Your Product Is, But What It Can Help People Become
MARKETING AND COMMS - In his new book, The Hero Trap, Thomas Kolster says rather than promoting what’s good about their company or products, brands need to shift their focus to their customers — specifically, their brand’s role in helping its customers transform their lives.
Q&A: Meet the Team Helping Brands Stay ‘Grounded’ in Their Purpose
MARKETING AND COMMS - NYC-based brand strategy agency Grounded is on a mission to help brands, retailers and nonprofits activate their purpose and close the stubborn consumer intent-to-action gap.
