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Digging Deeper Into Marketing’s Purpose Pivot
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.

2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns
2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns

MARKETING AND COMMS - 2020’s winners cover topics ranging from calculating product carbon footprints, regenerative farming, healthier food and reusable packaging to DEI, supporting businesses during COVID and more.

With Tomorrow's Air, Travelers Can Help Remove Carbon from the Atmosphere
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.

Aiming to Spark a Ripple Effect of Action, Tourism Declares a Climate Emergency
Aiming to Spark a Ripple Effect of Action, Tourism Declares a Climate Emergency

THE NEXT ECONOMY - Despite the fact that COVID-19 essentially grounded international travel for the better part of 2020, the tourism industry’s collective decision to address the climate emergency has gained exponential momentum over the last few months.

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Complementary Studies Provide Glimpses into Consumers’ Minds During Most Difficult Year in Modern History
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.

New Campaign Supports Mental Health, Tells 2020 How We Really Feel About It
New Campaign Supports Mental Health, Tells 2020 How We Really Feel About It

MARKETING AND COMMS - Social impact agency Public Inc. has launched a digital campaign in support of mental health — and a bitingly funny, cathartic send-off to acknowledge the dumpster fire of a year we've all had.

The Cost of Convenience: Is Holiday Shopping Undermining Our Communities?
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
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.

Certifying Private-Label Brands Leads to 200% Increase in Farmer Premiums
Certifying Private-Label Brands Leads to 200% Increase in Farmer Premiums

SUPPLY CHAIN - Countless studies have shown companies no longer need to choose profits over people; valuing people and sustainability is profitable. Consumers vote every day with their dollars and are rewarding the brands that embed sustainability into their ethos.

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Colliding Work, Personal Values Underscores Need for Purpose-Led Brand Culture
Colliding Work, Personal Values Underscores Need for Purpose-Led Brand Culture

ORGANIZATIONAL CHANGE - Brands that empower their employees to act with them in their sustainability plan — and let their brand culture guide the creation of that plan — reap benefits. To foster a purpose-led brand culture, brands need to fuse these five elements ...

Kao: Striving for 'Yoki-Monozukuri' (‘Excellent Manufacturing’) Through the Pursuit of 'Kirei'
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.

25 Brand Leaders Share Lessons Learned from Remaining True to Purpose
25 Brand Leaders Share Lessons Learned from Remaining True to Purpose

WALKING THE TALK - A new ebook compiles insights from dozens of interviews with business leaders from the Purpose 360 podcast. The ebook is designed to be easily shared with colleagues, to help advance discussions about purpose into actionable strategy and practice.

New Guidelines, 2020 Brand Audit Aim to Finally Move the Needle on Corporate Plastic Stewardship
New Guidelines, 2020 Brand Audit Aim to Finally Move the Needle on Corporate Plastic Stewardship

WASTE NOT - Since scientists first raised the alarm about plastic pollution in the environment, brands have been slow to respond. Will the 2020 Brand Audit and new plastic-stewardship guidelines help accelerate an overdue shift away from single-use plastic?

3 Lessons for Brands on How to (Credibly) Drive Social Change
3 Lessons for Brands on How to (Credibly) Drive Social Change

MARKETING AND COMMS - The most creative marketers bring their passion to help brands drive positive change. But what does that actually look like? Here are three key takeaways for marketers looking to stay relevant in a changing world, and take a stand for good. 

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McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate
McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate

ORGANIZATIONAL CHANGE - To be effective, sustainability and purpose work should create positive business change, not positive media stories. They are management tools, not PR initiatives. So, should brands stop communicating until they’ve got something concrete to say?

The Moment of Truth for Urban Mobility Decarbonization Is Upon Us
The Moment of Truth for Urban Mobility Decarbonization Is Upon Us

THE NEXT ECONOMY - Urban mobility has continued to evolve along with humans’ changing need for transport. Here are a few emerging technologies, public-private partnerships and city design initiatives fueling the transition to a sustainable future for urban mobility.

Murals Honor the Farmers Behind Our Favorite Products, Benefits of Fair Trade
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.

Global Banks Launch Industry Standard for Measuring, Reporting Financed Emissions
Global Banks Launch Industry Standard for Measuring, Reporting Financed Emissions

FINANCE & INVESTMENT - The industry-led Partnership for Carbon Accounting Financials' new methodology enables banks to measure and disclose the emissions associated with their financed activities.

Why Climate Change Iconography Needs a Refresh — and How Your Brand Can Achieve It
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.

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Companies Must Follow Climate Science Straight to Capitol Hill
Companies Must Follow Climate Science Straight to Capitol Hill

MARKETING AND COMMS - Setting climate goals and claiming leadership while supporting laws that would oppose the realization of those goals is not just bad for a company’s reputation and the hiring of young talent — such misalignment also poses a systemic risk that is of increasing concern to investors.

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