MARKETING & COMMUNICATIONS -
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.
COLLABORATION & CO-CREATION -
Shaw is spotlighting organizations making a positive impact through initiatives that support the wellbeing of people and the planet. Here, we discuss a new sustainability initiative led by three of the most influential organizations working to transform health care: Health Care Without Harm, Practice Greenhealth and Greenhealth Exchange.
ORGANIZATIONAL GOVERNANCE -
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?
ORGANIZATIONAL GOVERNANCE -
Rather than dwelling on problems, a solutions-centered focus — within individuals, organizations, governments, etc — naturally leads to breaking
negative feedback loops, feelings of hopelessness, and cycles of redundant and unproductive work.
INNOVATION & TECHNOLOGY -
By reviving traditional meadow orchards in its native Luxembourg, where much of the cider industry had died and fruit was going to waste, carbon-negative
Ramborn Cider Co. has set about reversing the loss of biodiversity in the region.
ORGANIZATIONAL GOVERNANCE -
Corporations are afraid of their costs rising — shareholder interests demand a high return on investment in order for companies to remain profitable and competitive. But it simply will not remain viable to be a corporation that doesn’t address its impact on the environment.
SUPPLY CHAIN -
After decades advocating for business that prioritizes workers and the environment alongside profitability, it is obvious to me that any efforts to pivot to address changing consumer demand and market uncertainty
will be futile if workers are treated as commodities or taken for granted.
ORGANIZATIONAL GOVERNANCE -
BASF has been recognized as a leader for its work to become a diverse and inclusive workplace, but Peter Eckes — BASF’s President of Global Bioscience —
recognizes that much work remains to be done.
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.
ORGANIZATIONAL GOVERNANCE -
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 & COMMUNICATIONS -
A global study by Gillette found that men are taking environmental concerns more seriously, as a result of COVID-19. And the company raises the bar for itself with the launch of its Sustainability 2030 goals.
MARKETING & COMMUNICATIONS -
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.
CIRCULAR ECONOMY -
It would be easy to view BrewDog as little more than stunt-based marketing experts. But the company has been busy making sure to leave a more impactful dent on our culture, putting the all-important issue of climate change front and
center.
ORGANIZATIONAL GOVERNANCE -
A dramatic shift in diversity is only possible if the most exposed, vulnerable and or marginalised groups contribute to decision-making around narratives, ideas and solutions. Can you name any brands that are championing race within their purpose work and doing it well?
ORGANIZATIONAL GOVERNANCE -
Travel Unity — a nonprofit focused on increasing diversity in travel through individual and community empowerment — has established a set of standards for
DEI in travel and tourism, as well as the industry’s first holistic DEI certification program.
CIRCULAR ECONOMY -
New report from Forum for the Future asserts that the decisions we make in the next 6-18 months will lock in unsustainable practices or set us on a pathway towards a fairer, more sustainable and resilient world.
NEW METRICS -
A clear definition of corporate social sustainability — the ‘S’ in ESG — remains elusive. To address this challenge, Ford partnered with the University of Michigan’s Erb Institute to define social sustainability and identify metrics to track improvements.
ORGANIZATIONAL GOVERNANCE -
The Time to Vote coalition has grown to nearly 800 companies. The goal is to have more than 1,000 companies — from a diverse set of industries representing every state — join the movement by November 3.
INNOVATION & TECHNOLOGY -
The Toilet Board Coalition’s Women in the Sanitation Economy Innovation Lab has chosen five women-led, early-stage startups focused on women’s reproductive health and hygiene; and improving access to safe, sustainable sanitation options in underserved areas.
ORGANIZATIONAL GOVERNANCE -
After 25 years at Kraft Foods, Rich Jamesley was drawn to Greyston Bakery five years ago by its mission in using business for social good. I caught up with him recently to hear more about the challenges and rewards of working for this people-first organization.