MARKETING & COMMUNICATIONS -
We talk a lot about the content of brand communications — but what about the other ways marketing and advertising creates social and environmental impacts? A variety of experts dove deeper at SB’24 San Diego this week.
MARKETING & COMMUNICATIONS -
The classic marketing mix, the 4 Ps — product, price, place and promotion —
provide a good framework with which food and beverage marketing teams can insert
sustainability into the conversation. Adding a fifth P, purpose, will provide a
foundation for making a larger impact.
MARKETING & COMMUNICATIONS -
“This irrefutable data should reassure any business and encourage brands to
renew their commitment to inclusivity in all forms — to not only benefit the
communities they serve, but to drive growth and financially prosper.”
MARKETING & COMMUNICATIONS -
VisitOSLO’s new, viral campaign downplays its city’s appeal with dry humor and
an understated production style — and highlights a growing trend in
values-driven tourism marketing.
MARKETING & COMMUNICATIONS -
If we are to safeguard advertising’s legitimacy, we must address
our image problem. It’s time we apply our collective creativity to solve our
(industry’s) biggest challenges.
MARKETING & COMMUNICATIONS -
Creatives for Climate’s ‘Anti-Greenwash Guide’ is designed to help ad and
communications agencies comply with the latest greenwashing laws, and principles
to guide them away from misleading and unsubstantiated sustainability-related
claims.
ORGANIZATIONAL GOVERNANCE -
Edinburgh’s recent ban on ads for fossil fuels and other high-carbon products
exemplifies a desire to shift those ad spaces toward cleaner, more viable alternatives and ads that promote low-carbon behaviors.
MARKETING & COMMUNICATIONS -
Tourism marketing has largely centered around traveler desires such as pleasant
weather and low prices. Now, it must also consider how travelers’ presence impacts locals, the local economy, wildlife and the natural environment.
MARKETING & COMMUNICATIONS -
New survey of Gen Zs in the US and Canada suggest a growing distrust of
influencers; and while sustainability is still a consideration when purchasing,
budget, price and brand authenticity are paramount.
ORGANIZATIONAL GOVERNANCE -
This week at SB Brand-Led Culture Change, layered discussions examined the complex potential
of AI to optimize sustainability impact, as well as how to achieve internal
alignment across departments with perceived different priorities.
MARKETING & COMMUNICATIONS -
Day one of Sustainable Brands’ Brand-Led Culture Change event was filled with
rich discussions on the power of partnerships, hits and misses in brand
communication, and the power of art to open hearts and minds.
MARKETING & COMMUNICATIONS -
The most recent spate of controversies over misleading brand sustainability
claims raises pertinent questions for marketers everywhere.
MARKETING & COMMUNICATIONS -
Good-Loop’s Good-Media Academy outlines how the ad
industry impacts climate change and what advertisers can do to mitigate it.
MARKETING & COMMUNICATIONS -
A Super Bowl ad can shape a countrywide conversation; but most brands are
choosing gutless entertainment — missing an opportunity to differentiate, engage
and lead on today’s most pertinent issues.
FINANCE & INVESTMENT -
We challenge all of these advertisers to skim the nonprofits below and think about
diverting even $1M of their game-time spend to instead address urgent social
issues.
CONSUMER BEHAVIOR CHANGE -
The mayo brand is once again aiming to inspire game-day partiers to reimagine
mouthwatering dishes out of their leftovers, in honor of #SickofFoodWasteDay.
MARKETING & COMMUNICATIONS -
Ad-tech platform Good-Loop is helping advertisers connect with the public and
overcome people’s desire to block ads by combining consumer engagement with
charitable brand donations.
MARKETING & COMMUNICATIONS -
The campaign is aimed at raising consumer awareness by 'reusing' old, iconic adverts and showcasing creative ways to leave a lighter environmental footprint in advertising.
MARKETING & COMMUNICATIONS -
Among themes addressed on day 3 of this year’s UN Forum on Business and Human
Rights: When do tracking of personal data and combating disinformation reach a
level which breaches freedom of expression or thought?
CIRCULAR ECONOMY -
The “Between 2 Slices” campaign shows people the myriad ways to turn leftovers into delicious, creative next-day meals with just two slices of bread and Hellmann's mayonnaise.