Stories About Meaningful Connections

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The Role of Brands in Supporting Consumers to Make More Sustainable Choices
The Role of Brands in Supporting Consumers to Make More Sustainable Choices

BEHAVIOR CHANGE - Lowering the washing temperature of a laundry load or dish cycle can greatly reduce carbon emissions. But for people to turn down the temperature or select eco-cycles, they must trust that products will still clean with brilliant results — this is where brands can play a crucial role in decarbonization.

The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival

MARKETING AND COMMS - The heat is on — from Greenpeace protesting Cannes to concerned citizens and legislative pressure — for advertisers to make their work count for more than selling more products to the Western world. Here are six key takeaways from this year’s Cannes Lions, and how your campaigns can be and do better.

Talk Is Cheap: How Brands Can Move from Table Stakes to Putting a Stake in the Ground for Racial Justice
Talk Is Cheap: How Brands Can Move from Table Stakes to Putting a Stake in the Ground for Racial Justice

WALKING THE TALK - Two years after George Floyd’s murder galvanized the nation to address systemic racism, corporate progress on advancing racial equity in the workplace and community remains a mixed picture. Smoketown’s Ryan Pintado-Vertner lays out three approaches brands can take to show they’re walking their anti-racism talk.

4VI Creates New Model for Destination Marketing Organizations by Becoming a Social Enterprise
4VI Creates New Model for Destination Marketing Organizations by Becoming a Social Enterprise

WALKING THE TALK - Earlier this year, Tourism Vancouver Island evolved into a social enterprise called 4VI that supports communities, businesses, culture and environment. A social enterprise is a revenue-generating business that identifies a social benefit and directs its revenues toward it; in the tourism industry, this is a completely new way to operate.

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Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed

MARKETING AND COMMS - Joint research by GfK and the Goodvertising Agency reveals value of 'transformational campaigns that empower consumers, rather than those that tout product attributes.

New Report Outlines 5 Principles for Regenerative Brand Leadership
New Report Outlines 5 Principles for Regenerative Brand Leadership

LEADERSHIP - BBMG and GlobeScan’s ‘Leading Regenerative Brands: Five Paradigm Shifts to Thrive in a World in Flux’ is part manifesto on the imperative to build a purpose-driven company and part handbook for how to do it.

Fashion Is Still Rife with Greenwashing; But There Is a Bigger Picture for the Guilty Brands
Fashion Is Still Rife with Greenwashing; But There Is a Bigger Picture for the Guilty Brands

MARKETING AND COMMS - Many would also argue that the fashion industry is not being judged harshly enough and gets away with a lot. But there are steps in the right direction and nuances within sustainability ‘misses’ which, if built on, will generate needed momentum.

3 Key Traits Employers Must Adopt to Succeed in the New World of Work
3 Key Traits Employers Must Adopt to Succeed in the New World of Work

ORGANIZATIONAL CHANGE - Work for Impact — a talent acquisition platform that attracts and uplifts underserved jobseekers around the world yearning for greater purpose in employment — is a model for purpose-driven companies to emulate.

A Riddle, Wrapped in a Mystery, Inside an Enigma: New Insights, Approaches to Brand-Led Culture Change
A Riddle, Wrapped in a Mystery, Inside an Enigma: New Insights, Approaches to Brand-Led Culture Change

BEHAVIOR CHANGE - Creating meaningful consumer behavior change remains a ‘white whale’ for Purpose-driven brands. Here, we hear a behavior-first approach to changing culture, needed paradigm shifts for regenerative leadership, and the latest research on meaningfully connecting with dithering consumers.

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Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands
Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands

BEHAVIOR CHANGE - On day one of Brand-Led Culture Change, brands, retailers, trend watchers and behavioral and cultural design experts examined the role and power of consumer-facing companies to create the socially and environmentally prosperous world we want to live in.

Study: Employees Demanding More Meaning from Their Work Than Pre-Pandemic
Study: Employees Demanding More Meaning from Their Work Than Pre-Pandemic

ORGANIZATIONAL CHANGE - New report from Allison+Partners, Carol Cone ON PURPOSE and The Harris Poll finds the C-Suite recognizes the imperative for organizational Purpose; yet, lack of alignment across functions threatens impact.

Rise in ‘Balance Sheet Activism’ Swells CNote’s Community Investment Platform to $300M
Rise in ‘Balance Sheet Activism’ Swells CNote’s Community Investment Platform to $300M

FINANCE & INVESTMENT - Apple, Netflix, Xylem and others are putting corporate cash to work in financially underserved communities by moving money to CDFIs, LID credit unions and MDIs throughout the US.

It’s 2022: Are Companies Walking Their Talk on Racial Equity?
It’s 2022: Are Companies Walking Their Talk on Racial Equity?

WALKING THE TALK - JUST Capital’s 2022 Corporate Racial Equity Tracker reveals progress in key areas; but companies have a long way to go toward implementing meaningful actions that help fundamentally advance racial equity.

Collaboration, Communication Key to Scaling Sustainable Forestry in Supply Chains
Collaboration, Communication Key to Scaling Sustainable Forestry in Supply Chains

SUPPLY CHAIN - In a recent webinar, FSC, Procter & Gamble and Stok discussed how companies can fulfill their role in the responsible sourcing and manufacturing of products derived from forests.

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Recycle Your Plastics, Not Your Visuals: A Modern Marketer’s Guide to Sustainability
Recycle Your Plastics, Not Your Visuals: A Modern Marketer’s Guide to Sustainability

MARKETING AND COMMS - By refreshing these assets, matching consumer sentiment and upleveling authentic storytelling, brands can better reflect the increasingly conscious world around them and create stronger connections to audiences yearning to make a difference.

Clearing the Air: Nicorette’s Multi-Faceted Approach to Smoking Cessation
Clearing the Air: Nicorette’s Multi-Faceted Approach to Smoking Cessation

OUR HEALTHY LIVES MISSION - Ahead of World No Tobacco Day (May 31), Johnson & Johnson Consumer Health’s Carlton Lawson shares how Nicorette is fulfilling its commitment to free both its internal and external stakeholders from tobacco and nicotine.

Mocktail Club Raises the Bar for Sophisticated, Sustainable, Socially Conscious (Non)Spirits
Mocktail Club Raises the Bar for Sophisticated, Sustainable, Socially Conscious (Non)Spirits

PRODUCT, SERVICE & DESIGN INNOVATION - Founder Pauline Idogho and her diverse team of BIPOC women have created a line of globally inspired, ready-to-drink, organic, non-alcoholic cocktails that support environmental sustainability and social health and inclusion around the world.

Why Pushing Doesn’t Work … and a Better Way to Change Minds
Why Pushing Doesn’t Work … and a Better Way to Change Minds

BEHAVIOR CHANGE - Sometimes change doesn’t require more horsepower. Sometimes we just need to unlock the parking brake. This book is about finding the parking brakes — discovering the hidden barriers preventing change that are thwarting action and learning how to mitigate them.

eBay Releases Methodology for Calculating Environmental, Financial Benefits of Recommerce
eBay Releases Methodology for Calculating Environmental, Financial Benefits of Recommerce

THE NEXT ECONOMY - The resale giant says the information allows consumers to make meaningful decisions about what used or refurbished products to purchase, by understanding how the positive environmental impact from purchases are calculated.

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Tattersall Distilling Offers Proof of Concept for Locally Produced, Circular Spirits at Scale
Tattersall Distilling Offers Proof of Concept for Locally Produced, Circular Spirits at Scale

WASTE NOT - The microdistiller not only sources grains, fruit and materials from local suppliers — it repurposes as many byproducts of the distilling process as possible, in what’s likely one of the most scalable examples of circularity so far in the spirits business.

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