MARKETING AND COMMS -
Amidst the uncertainty of the world during 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.
MARKETING AND COMMS -
Today, social impact agency Public Inc. 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.
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.
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.
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 ...
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.
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.
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?
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.
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 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.
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.
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.
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 -
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.
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.
SUPPLY CHAIN -
As Forest Stewardship Council Director General Kim Carstensen explains, the certification helps brands take climate action by offering a simple way for consumers to make a difference, connected to tangible impacts in forests.
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.
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.