Stories About Consumer Insights
Found 356 stories. Page 1 of 18.
Bad Sustainability Writing Is Everywhere, and It’s a Problem
MARKETING AND COMMS - The proliferation of ineffective communications is holding sustainability back in its most critical decade. There is no more time for boring, beige writing. We need language that teaches, convinces and inspires — before it’s too late.
How Amazon Is Scaling Conscious Consumerism by Partnering with Brands, Certifications
MARKETING AND COMMS - The e-commerce giant is working with over 20 product-certification partners to deliver product-specific sustainability information to shoppers through its Climate Pledge Friendly program.
Why We Tell the Stories Behind Sustainable Products
MARKETING AND COMMS - Telling the stories of the people and forests behind FSC-certified products deepens consumers’ connections with the brands, and demonstrates the impacts of responsible sourcing. We expect this is just the beginning, due to the clear signals of consumer demand for these stories.
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.
Digging Deeper Into Marketing’s Purpose Pivot
MARKETING AND COMMS - Once your purpose is in everything you do, it becomes an indelible part of the customer experience. By attracting customers who believe society is better off if they do business with your company, you can create a social movement around your brand.
With Tomorrow's Air, Travelers Can Help Remove Carbon from the Atmosphere
BEHAVIOR CHANGE - The world’s first carbon-removal collective for the travel industry offers climate-clever travelers and small businesses the ability to contribute directly to carbon removal and storage.
No Compromises: How Eastman’s Naia™ Renew Is Transforming the Fashion Industry
CHEMISTRY, MATERIALS & PACKAGING - Here, Shaw’s Kellie Ballew and Eastman’s Ruth Farrell discuss the opportunities created by Eastman’s Naia™ Renew textile, and the need to show the market that sustainability and circularity can be achieved without compromise.
Rally Around One Purpose. Millions of Customers at a Time.
ORGANIZATIONAL CHANGE - Only 38% of companies self-report as being customer-committed; and therein lies the problem: The challenge isn’t *having* a purpose, but *living* that purpose. Here are four ways to ensure a customer-centered purpose impacts the very people it was intended to.
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.
2020’s Top 10 Trends in Purpose — and What They Could Mean for You in 2021
WALKING THE TALK - In the midst of all the unrest and uncertainty, where did we see innovation, progress and possibility in 2020? Porter Novelli analyzed a year’s worth of Purpose-driven news, activities, campaigns and announcements; and distilled our 10 need-to-know trends for today and tomorrow.
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.
Murals Honor the Farmers Behind Our Favorite Products, Benefits of Fair Trade
MARKETING AND COMMS - The murals were part of a Fairtrade America campaign during October for Fair Trade Month, to raise awareness of Fairtrade’s positive impacts. Shoppers voiced their choice for Fairtrade and won various Fairtrade prizes.
Ahead of Black Friday, Brands Join Fight Against Paper Packaging Problem
COLLABORATION - 22 more brands have joined Canopy’s Pack4Good campaign to greatly reduce the three billion trees cut down every year for paper packaging.
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.
Issues and Values in the Age of Pandemics, Disruption and Division
WALKING THE TALK - I call the tying together of identity, values and purchasing “corporate citizenshop,” and it is growing — even in the midst of a pandemic, global economic issues, political uncertainty and much more.
Brands, Retailers Must Prioritize Data to Improve Purchasing Practices, Supply Chain Resiliency
SUPPLY CHAIN - After decades advocating for business that prioritizes workers and the environment alongside profitability, it is obvious to me that any efforts to pivot to address changing consumer demand and market uncertainty will be futile if workers are treated as commodities or taken for granted.
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.
Why Climate Change Iconography Needs a Refresh — and How Your Brand Can Achieve It
MARKETING AND COMMS - Here are three key considerations worth keeping in mind as you endeavor to find, create and use fresh, relevant visual content to communicate your brand’s commitment to sustainability — and even more importantly, inspire customers to action.
Gillette Reveals Men’s Feelings on Sustainability in 2020, Brand Goals for 2030
MARKETING AND COMMS - A global study by Gillette found that men are taking environmental concerns more seriously, as a result of COVID-19. And the company raises the bar for itself with the launch of its Ambition 2030 goals.
