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.
COLLABORATION -
22 more brands have joined Canopy’s Pack4Good campaign to greatly reduce the three billion trees cut down every year for paper packaging.
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.
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.
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.
MARKETING AND COMMS -
The heritage lifestyle brand used a true customer story as inspiration for its latest Christmas campaign, which celebrates the value of repairing used items vs
purchasing new.
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.
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.
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.
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 Sustainability 2030 goals.
CHEMISTRY, MATERIALS & PACKAGING -
Green America’s new ‘Skip the Slip’ report tracks the progress on receipt
practices of 35 major companies. The retailers’ switch reflects growing consumer
demand for digital options and non-toxic, recyclable receipt paper.
ORGANIZATIONAL CHANGE -
A dramatic shift in diversity is only possible if the most exposed, vulnerable and or marginalised groups contribute to decision-making around narratives, ideas and solutions. Can you name any brands that are championing race within their purpose work and doing it well?
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.
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.
THE NEXT ECONOMY -
The launch of the Levi’s Secondhand marketplace and the rebrand of thredUP reflect growing consumer support of a circular economy and pride in wearing used clothes.