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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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.
MARKETING AND COMMS -
The negative framing that accompanies “traditional” climate communications risks
turning people off, but exclusively positive framing has its own issues. Long story short, we need both. Here are a few tips for choosing the right one.
MARKETING AND COMMS -
One major reason that most sustainability writing is bad is that it’s written by a microscopic number of smart people who think and talk the same way,
unintentionally excluding the bulk of audiences that need to be spoken to.
BUSINESS CASE -
In its latest research to understand consumer expectations of responsible brands, Porter Novelli used social psychology to unpack why consumers prefer Purpose-driven brands — and the importance of strong storytelling to complement sound business strategies.
MARKETING AND COMMS -
The proliferation of ineffective communications is
holding sustainability back in its most critical decade. There is no more time for boring, beige writing. We need language that teaches, convinces and inspires — before it’s too late.
MARKETING AND COMMS -
Reaching 100 million people at once comes at a high cost — but the sticker price of a Super Bowl ad comes with deeper implications, both for brands and
society. What if that money was used for good?
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.