MARKETING AND COMMS -
Day one of SB’s Brand-Led Culture Change event was loaded with insights from brand leaders and influencers on the ever-growing world of impactful brand sustainability communication.
MARKETING AND COMMS -
It takes time for a new, sustainability-focused brand to build awareness in the marketplace – particularly in a crowded field. Here are five key things to keep in mind when trying to reach a hard-to-reach audience.
MARKETING AND COMMS -
As advertising regulators, consumer watchdogs and even governments take a tougher stance, the risks of getting it wrong grow significantly; and the pressure is on communicators to up their game and back up their claims.
MARKETING AND COMMS -
Many marketing professionals feel they need to be braver and clearer in their sustainability communications to avoid greenwashing; but over a third don’t feel they have the capacity or knowledge to do so.
MARKETING AND COMMS -
Despite growing corporate efforts to drive sustainable change and climate action, there’s an underlying issue: a lack of consumer trust towards companies’ claims on this front.
BEHAVIOR CHANGE -
Tide and WWF believe the new insights gathered from their work together on laundry are applicable for all brands seeking to partner with consumers to reduce environmental impacts.
MARKETING AND COMMS -
New ad campaign pokes fun at celebrating taking care of the planet only once a year.
MARKETING AND COMMS -
Localism is here to stay; and brands will increasingly be expected to understand what that means, so that they can make positive contributions to communities everywhere.
WALKING THE TALK -
Research shows that companies that succeed in uncertain times are those attuned to stakeholder needs and that focus on what matters most; those that go into survival mode and pull back from investing in their business flounder in a
recession.
MARKETING AND COMMS -
Marketing is becoming inextricable from sustainability. Marketers must collaborate with other departments closely, gather accurate knowledge and work out how to share brand attributes in a humble and credible way.
MARKETING AND COMMS -
Accurately measuring, tracking, comparing and reporting impacts for the process of producing, filming, displaying and running ads will be crucial for the industry to play its part in solving one of the big challenges of our time.
BEHAVIOR CHANGE -
By unpacking consumer trends and crafting poignant narratives, today’s brands can create behavior change, shift consumer demand, and drive good growth — resulting in positive market transformation and sustainable culture change.
MARKETING AND COMMS -
Product, product, product drove Super Bowl commercials this year; purpose and ESG communication were largely left on the bench.
MARKETING AND COMMS -
Directing $7M to improving lives instead of selling products sends a powerful message of hope and generosity to millions of Super Bowl fans.
MARKETING AND COMMS -
With keener public awareness and growing scrutiny of brand sustainability claims, greenwashing hasn’t gone away but become a ‘many-headed beast.’ Experts weigh in on the best way forward for brands.
MARKETING AND COMMS -
Messaging is about telling an audience something; storytelling shows them something. Engaging social-purpose storytelling can shape the way people think and feel, and motivate them towards a desired action.
BEHAVIOR CHANGE -
By prioritizing bold business imperatives and meeting deep human needs, brands can transform themselves into the leaders of a new, regenerative economy. But these initiatives cannot thrive in a closed system of communication.
THE NEXT ECONOMY -
This year, we saw companies double-down on purpose amidst a rise in consumer skepticism and politically motivated attacks on ESG. Below are six notable trends and what they might mean for 2023.
MARKETING AND COMMS -
How does identifying with a certain political party, generation or minority group influence whether consumers think more highly or more disapprovingly of a brand taking on a cause? Here is what we learned.
MARKETING AND COMMS -
BCG and the CMO Sustainability Accelerator — a coalition that includes Sustainable Brands, ANA and Adweek — have developed a practical guide to help brands “bring green to the mainstream” by developing and marketing sustainable choices for all consumers, not just those moved by sustainability claims.