FINANCE & INVESTMENT -
Virgin Money’s sustainability-linked loans will reduce finance costs for businesses that proactively help the transition to a more sustainable economy; and Aspiration’s new credit card will enable consumers to work toward a ‘zero’ carbon footprint.
BEHAVIOR CHANGE -
The growing appetite for a shift away from meat-based diets is good news for addressing a range of health and climate issues. But business has
a critical role to play in making the transition as affordable, accessible and delicious as possible.
PRODUCT, SERVICE & DESIGN INNOVATION -
Laundry giant’s 2030 Ambition goals center on turning consumers to cold water, exploring carbon capture and reducing virgin plastic — so that ‘every load of laundry does a load of good.’
MARKETING AND COMMS -
Unilever is eliminating the word “normal” from all of its beauty and personal care brands’ packaging and advertising, championing a new era of beauty that is equitable and inclusive, as well as sustainable.
BEHAVIOR CHANGE -
Recent research shows that people’s awareness of the link between their personal wellness and that of the environment has increased. How can simple solutions make a big impact? When it comes to food, we need to make it easy for people to make smart, sustainable choices.
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.
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.
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.
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.
MARKETING AND COMMS -
If consumers are to embrace sustainable products en masse, they need better information to be able to make an informed choice — and this is where marketeers have a vital role to play.
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.
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.
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.
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.
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.
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 4 ways to ensure a customer-centered purpose impacts the very people it was intended to.
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.
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.
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.
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.