Stories About Storytelling
Found 559 stories. Page 4 of 28.
Any Road Will Take You There, If You Don’t Know Where (or Why) You’re Going: Defining Purpose
MARKETING AND COMMS - While some sustainability terms have stood the test of time, others are now outdated. No matter what terms you use, you and your colleagues should have a shared understanding of what “purpose” means in your organization to gain its greatest benefits. Here is an up-to-date glossary for responsible business professionals.
Are Sustainable Brand Messages Targeting the Wrong People?
MARKETING AND COMMS - By focusing on a handful of easy target demographics, brands exclude swaths of people — the people who most need to be included in the narrative. The next time you brief your agency or write a brand plan, I hope you’ll rethink assumptions of who the sustainable consumer could be.
Profit, Performance and Impact: The Success Criteria of a Whole Brand
WALKING THE TALK - The reality of living in a capitalist society is that we can't simply cut off the production of products and services; the brands that will succeed in the upcoming decades will be those that function holistically, with sustainable actions built in.
Tomorrow's Brands Are Reimagining Product Formats, Reshaping Industries
PRODUCT, SERVICE & DESIGN INNOVATION - Bite has reimagined the way consumers can and should use routine personal-care products. It has disrupted the linear approach to a stale industry with a fresh, waste-free format that offers a successful, premium model of circularity.
Effective Storytelling Can Inspire Positive Action for People and Planet
BEHAVIOR CHANGE - Marketers are the co-creators of our societal narrative, and a brand’s messaging has the ability to drive culture change. Never before has the power of the stories we tell held such importance or latent opportunity.
Sustainability or Spin? Why Straight Facts Matter Most
MARKETING AND COMMS - As demand for better brands continues to increase, we can expect an exponential increase in two things: ‘green’ brand claims and the level of public scrutiny. Before your brand team loses time, money and precious brand equity, check out this summary of resources to help you stay the course.
‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing
MARKETING AND COMMS - Brands now understand the immense benefits of touting their sustainability and purpose credentials; but those with sustainability ‘halos’ aren’t immune to scrutiny over their claims. As Innocent drinks was recently reminded, the stakes have never been higher for getting it wrong.
‘Toxic Tours’ Shed Light on Communities Most Affected by Petrochemical Pollution
MARKETING AND COMMS - New platform from Break Free from Plastic explores the hardest-hit frontline communities in the world, from India to Ohio. After hearing each story, viewers can choose to view another location, or take actions designed to make local and global impact.
Potty-Mouthed Campaign Raising Awareness of Lack of ‘F*ing Water’ for Canada’s Indigenous Communities
MARKETING AND COMMS - Public Inc’s latest social-justice outcry, in collaboration with First Peoples Group, shines light on lack of government action to address insufficient access to clean water in nearly 70 Indigenous communities across Canada.
‘Vanguardians of the Galaxy’ Stunt Shows Climate Laggards Can No Longer Fly Under the Radar
MARKETING AND COMMS - Two recent releases by a noted activist group put tough questions in front of one of the world’s largest financial institutions — which would be wise to pay attention.
Brand Storytelling: A Mechanism for Building a Regenerative Future
MARKETING AND COMMS - On the final day of SB’21 San Diego, a diverse array of keynote speakers explored some of the many ways in which storytelling can be a powerful tool for manifesting the future we need.
Co-Creating Breakthrough Solutions for the Future We Want
COLLABORATION - To regenerate the system, we have to regenerate how we work together. What if we brought the experience of elders and the courage of the next generation together with the brand leaders tasked with shifting paradigms and making essential decisions?
Is Employee Critical-Thinking Training the Next ESG Frontier?
ORGANIZATIONAL CHANGE - Can businesses do anything to mitigate their employees’ vulnerability to fake news? And should they? Corporate schooling might be an uncomfortable idea, but it could be essential to the future of US capitalism and democracy.
On World Chocolate Day, Remember – Our Choices Can Change the Lives of Cocoa Farmers
SUPPLY CHAIN - A new campaign around World Chocolate Day aims to help consumers understand the exploitation that too often accompanies the farming, trade and production of chocolate treats — while highlighting the positive impacts of choosing fair and ethically sourced cocoa.
Best Intentions: Surviving a Sustainability Story Setback with Transparency and Truth
WALKING THE TALK - When Kevin Murphy announced that all of its packaging would be made from “plastic pulled from the ocean,” it had every intention of delivering that. While the claim was doomed from the start, the company quickly communicated its mistake with tact, transparency and a plan to make it right.
Johnson & Johnson Consumer Health Advances Field of Skincare for Cancer Patients
OUR HEALTHY LIVES MISSION - During oncology treatment, patients’ skin requires special care. Products such as Aveeno® Restorative Skin Therapy can help patients of all skin types avoid severe cutaneous adverse reactions, so they can focus on life-saving therapies.
P&G & GLAAD’s ‘Visibility Project’ to Advance LGBTQ Visibility in Advertising
MARKETING AND COMMS - P&G has committed $1M over three years and partnered with GLAAD to work with brands and agencies to advance LGBTQ inclusion in advertising. New study finds senior marketing and ad execs recognize LGBTQ inclusion as a force for positive social change, yet worry about authentic representation.
How to Effectively Visualize Sustainability in Our New, More Empathetic World
MARKETING AND COMMS - There is an urgent need to move the visual language of sustainability forward, so being able to represent both technological and societal progress is key.
P&G, Dove Push for More Equitable Representation in Media
MARKETING AND COMMS - The two companies are putting their money where their mouths are when it comes to increasing inclusion, both in their messaging and in the media at large.
Breakthrough: 7 Unlocks to Scaling Healthy and Sustainable Living
BEHAVIOR CHANGE - So, what’s still preventing consumers from living more in line with their values? GlobeScan has identified seven critical “unlocks” to help consumers to change their behaviors, and start aligning their lifestyles with their values and aspirations.
