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Stories About Storytelling

Found 460 stories. Page 21 of 23.

Chipotle Launches Assault on Big Food with Short Film, and There's More to Come
Chipotle Launches Assault on Big Food with Short Film, and There's More to Come

MARKETING AND COMMS - Chipotle keeps sticking its neck out for "sustainable," locally produced food — now with an animated short-film attack on "Big Food" and with the promise of more expansive and aggressive efforts to come."The Scarecrow" is a 3-1/2-minute film that Chipotle Mexican Grill released online last week that depicts what the brand calls "a dystopian fantasy world" in which "all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system."

Developing a Purposeful Brand: A Practitioner’s Toolbox, Part One
Developing a Purposeful Brand: A Practitioner’s Toolbox, Part One

MARKETING AND COMMS - In this series, Benoit Beaufils, founding partner of brand consultancy Innate Motion, along with several of his partners, presents the tools that the company uses to develop purposeful, mission-driven brands with their clients. Benoit views their tools as a free “thoughtware” suite, and proposes that readers borrow and reapply.Tool #1. People immersions.Jack* rushes into the meeting room, and goes straight for a seat. “How was it?” the others ask. “Unbelievable. Unbelievable.” He pauses, and tells the story:

How Do We 'Hardwire' Sustainability Into Business?
How Do We 'Hardwire' Sustainability Into Business?

NEW METRICS - While there are myriad perspectives on sustainability and corporate responsibility, each with its own unique value, I often find myself focusing on sustainability’s operational aspects: What can we do to increase the pace at which belief in sustainability translates into concrete actions that benefit the environment, society and business? To me*, a key question is how we get more done, how we “hardwire” sustainability into the way businesses operate.

Don't Get Greenwashed: How to Make Sure Your Eco-Friendly Products Are the Real Deal
Don't Get Greenwashed: How to Make Sure Your Eco-Friendly Products Are the Real Deal

MARKETING AND COMMS - From electric cars to reusable shopping bags, it's undeniable that "going green" is one of the fastest growing trends out there today. This is great news for the eco-friendly consumer, as companies are scrambling to offer greener versions of their products to meet demand. Unfortunately, many companies have also noticed that it's much cheaper to claim to have environmental standards than it is to actually live by them. When a company misleads its customers about the environmental impact of its products or practices, it's called greenwashing.

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Why Green Product Brands Fail
Why Green Product Brands Fail

MARKETING AND COMMS - The Guardian recently published an excellent article on "Why Green Brands Are Failing to Capture Public Attention:"The answer is that environmental/social consciousness is only one part of what are much broader and more complex cultural shifts. Picking out this trend in isolation and trying to build brands around it using traditional marketing paradigms has a very low likelihood of success.

Advancing Sustainability: From Revolution to Evolution
Advancing Sustainability: From Revolution to Evolution

BEHAVIOR CHANGE - Sustainability, like brands, must not be a fight against or a vision outside society, but part of it. It is time to drop the proselytism, quit the “sacrifice for a better world” argument and above all stop trying to change people’s behaviours. In order to fully go mainstream, sustainability shouldn’t attempt to influence behaviour and, instead, make ‘the greener option’ desirable for everyone. Moreover, historically, experiments of standardization have often resulted from totalitarian regimes to dull aesthetics.

New Era: Can Profit-Seeking Approaches Protect Natural Capital?
New Era: Can Profit-Seeking Approaches Protect Natural Capital?

COLLABORATION - Mark Tercek of The Nature Conservancy (TNC) has written a new book with Jonathan Adams, Nature's Fortune: How Business & Society Thrive by Investing in Nature. A video interview of him at an Aspen Institute forum last month at Hunter College, “The Case for a Profit Motive in Conserving the Environment,” with New York Times science writer Andrew Revkin showed that his theme and approach have a lot going for them.

The Ultimate Interview Question: Social Responsibility in the Hiring Process
The Ultimate Interview Question: Social Responsibility in the Hiring Process

ORGANIZATIONAL CHANGE - The hiring process can be a grueling one — weeding through all those prospects can be a bit like looking for a needle in a haystack. It can be frustrating, and it also presents a lot of opportunity for self-doubt.

Sustainability Ideas Must Be 'Made to Stick'
Sustainability Ideas Must Be 'Made to Stick'

MARKETING AND COMMS - Calls to shake up the sustainability community seem to be becoming increasingly frequent — the latest that I’ve read coming from the State of the World 2013 Report. With a warning that sustainability is in need of a “dramatic reboot,” it suggests a failure to deliver on the wealth of opportunities being promised.

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The Rise of the Scratch Card Brand
The Rise of the Scratch Card Brand

MARKETING AND COMMS - We're living in The Age of Scratch Card Brands — social networks have closed the gap between brands and the businesses that deliver them to the extent that businesses now sit immediately beneath their brands. Social networks have rendered the factory and boardroom walls in glass — a rude employee or a river foaming with effluent can be captured on a phone camera instantly, be on YouTube in seconds and viewed by millions shortly after. Potential health and safety violations tolerated by out-of-sight factory workers are no longer out of mind to the consumer activist buying the brand promise four thousand miles away.

FTC to Mattress Companies: Don't Pad Your Green Claims
FTC to Mattress Companies: Don't Pad Your Green Claims

MARKETING AND COMMS - If you or your clients make environmental marketing claims, don’t sleep on three actions the FTC just announced against companies that sell mattresses. What's more, the pleadings in one case offer insights into a course of conduct advertisers should avoid in the use of seals and certifications.

Exploring Laundry Habits in Brazil, India and the UK: How Cultural Insights Can Guide Consumer Product Use
Exploring Laundry Habits in Brazil, India and the UK: How Cultural Insights Can Guide Consumer Product Use

BEHAVIOR CHANGE - As businesses and brands reach out to influence consumers’ interactions with products at home, they’re missing a trick by not learning from different cultural contexts. This article shares the findings from pioneering user-centred research into laundry behaviours in Brazil, India and the UK, and offers seven guidelines for creating household products that encourage sustainable behaviours during the use phase.Household laundry behaviours in India, Brazil and the UKThe in-depth, user-centred research focused on 19 middle-income households in Loughborough, UK; Bangalore, India; and Curitiba, Brazil. In-context interviews, observation, household tours and laundry diaries were used as a tool to understand the laundry process.

CSRWire Talkback: When the Search for Sustainability Becomes a Radical Overhaul
CSRWire Talkback: When the Search for Sustainability Becomes a Radical Overhaul

PRESS RELEASE - CSRwire's Aman Singh catches up with Cristina Amorim, Chief Sustainability Officer at Life Technologies, to discuss the life sciences company's evolutionary sustainability strategy. View the full interview here.

BBMG's Raphael Bemporad on How Businesses Can Help Drive Transformational Change [Video]
BBMG's Raphael Bemporad on How Businesses Can Help Drive Transformational Change [Video]

PRODUCT, SERVICE & DESIGN INNOVATION - In this interview from the Sustainable Brands 2013 conference in San Diego, BBMG co-founder Raphael Bemporad discusses the need for businesses to engage consumers in ways that will help drive transformational change.To learn how some brands are driving change, check out our #BrandInnovation channel.

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Sustainable People, Part II: The Costs of Excellence
Sustainable People, Part II: The Costs of Excellence

ORGANIZATIONAL CHANGE - In Part I of this series we introduced the Excellence Trap, and diagnosed its drivers and shortcomings. Here in Part II, we’ll take a close look at the costs we incur when we’re in the Excellence Trap, in order to see clearly what unsustainable people and organizations suffer. Then we’ll turn to the solution, introduce mastery and five shifts we must make to become sustainable. And in Part III we’ll discuss the way to get there, as well as the way not to.

How a Towel Rail Changed a Village
How a Towel Rail Changed a Village

BEHAVIOR CHANGE - I was asked recently about my favourite behaviour change stories in the energy space. I didn’t have to think long: my favourite is the one about the £200-a-year towel rail. Yep, you heard that right: a towel rail.

Conscious Leadership Reminds Us: We Are All the Same
Conscious Leadership Reminds Us: We Are All the Same

LEADERSHIP - Last year, aspiring artist Jonathan Harris visited Bhutan to learn about why this country is so imbued with happiness. Bhutan is noted for measuring its Gross Happiness Product, rather than what we do in western cultures, which is to measure our Gross National Product. This model cares more about social and spiritual well-being than financial well-being. Jonathan's project, Balloons for Bhutan, documents his effort to capture “a portrait of happiness in the last Himalayan kingdom.”

Paying It Forward: How DMV.org Is Taking Sustainability to the Streets
Paying It Forward: How DMV.org Is Taking Sustainability to the Streets

ORGANIZATIONAL CHANGE - In the afterglow of the Sustainable Brands 2013 conference, many companies found themselves inspired to bring positive change back to their business and local communities. At DMV.org, we recognized a huge opportunity to reach a vast network of people and drive actionable change both through our online services and our local community.As first-time attendees to the conference, the entire team walked away inspired, hopeful and committed to becoming change-makers within our company, community and planet. But what can a company that simplifies DMV information online bring to the sustainability table?As it turns out, quite a bit.What We’re Doing

Branding for Sustainability: A Manifesto!
Branding for Sustainability: A Manifesto!

MARKETING AND COMMS - I wrote recently about branding for sustainability, rather than the branding of sustainability. The main point is that branding is no longer merely about communication techniques that get tacked on to a business. Instead, branding shapes the entire landscape of engagement, experience and affinity between a company or other entity and its customers and other stakeholders or audiences. So it’s time for a manifesto.

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Stop Speaking Martian: How to Effectively Translate the Language of Sustainability
Stop Speaking Martian: How to Effectively Translate the Language of Sustainability

MARKETING AND COMMS - As the sustainability profession grapples with how it can invite and entice a new internal conversation with a broader, ‘beyond-sustainability-silo’ brand and business audience, we are struggling with many fundamental challenges. Language is one of these. But why so?

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