MARKETING AND COMMS -
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.
MARKETING AND COMMS -
Now, just as diners can make decisions based on nutritional information, they can also decide what to eat based on the climate impact of a dish.
ORGANIZATIONAL CHANGE -
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.
BEHAVIOR CHANGE -
New global public-opinion research from GlobeScan reveals that people need and want help from brands to change their lifestyles to become healthier and more sustainable.
BEHAVIOR CHANGE -
The latest Socio-Cultural Trend Tracker research measures consumer progress against adopting 9 sustainable behaviors, the intention-to-action gap for each, and brand trust scores in the time of COVID-19.
MARKETING AND COMMS -
In his new book, The Hero Trap, Thomas Kolster says rather than promoting what’s good about their company or products, brands need to shift their focus to their customers — specifically, their brand’s role in helping its customers transform their lives.
MARKETING AND COMMS -
NYC-based brand strategy agency Grounded is on a mission to help brands, retailers and nonprofits activate their purpose and close the stubborn consumer intent-to-action gap.
FINANCE & INVESTMENT -
The goal is to reduce its GHGs by 50%, use 100% renewable electricity at all manufacturing sites by 2030, and advance natural climate solutions to achieve carbon neutrality for the decade.
WALKING THE TALK -
Internationally recognised speaker and author Thomas Kolster, also known as Mr. Goodvertising, takes a hatchet to his earlier beliefs around purpose-driven brands in a new book, The Hero Trap. He says the one question brands need to be asking and acting on to change behaviors at scale and unlock sustainable growth that benefits all is ‘Who can you help people become?’
MARKETING AND COMMS -
Day 2 of the SB Leadership Summit saw a host of intimate discussions on the power of teamwork to drive change toward a better future — as seen in the
relationships between top brands’ CMOs and CSOs, the many brand partners fueling SB’s Brands for Good initiative, and making “what people need” a core brand
focus.
MARKETING AND COMMS -
Myriad opportunities exist to create a new “business as usual,” post-pandemic: People won’t need to be shamed into being more thoughtful or responsible if
sustainable practices become the default in society and in business.
LEADERSHIP -
In 10th and final year of the company’s Sustainable Living Plan, CEO Alan Jope reinforces commitment to sustainability leadership; calls for renewed action to
tackle social inequality and the climate crisis in post-COVID world.
BEHAVIOR CHANGE -
Mammalz is a mobile- and web-based, community-driven content platform giving youth around the globe a highly engaging and interactive way to connect with nature.
MARKETING AND COMMS -
While climate change and intensifying carbon emissions still top the list of factors endangering a healthy future for the world’s children, a new report finds that marketing of harmful products aimed at children is another major threat to their wellbeing.
CHEMISTRY, MATERIALS & PACKAGING -
Fact: Most personal-care wipes contain plastic and therefore can become a burden on the environment. Lenzing‘s biodegradable VEOCEL™ fibers offer an alternative solution. We talked to Jürgen Eizinger, VP of Global Business Management, Nonwovens at Lenzing, about the future of wet wipes.
MARKETING AND COMMS -
We shouldn’t lure people into buying more than they need; but rather, help people make it all add up to a more meaningful life. Brands might be able to keep afloat on a short-term strategy and hide behind a cloak of innocence, but every dinosaur step is one closer to extinction.
MARKETING AND COMMS -
While a circular economy will present huge challenges to most brands' conventional business models, there are huge opportunities for those who embrace and adapt to this change — while those who drag their heels with incremental changes will undoubtedly fall behind.
BEHAVIOR CHANGE -
Time to Vote is reigniting its 2018 efforts, building on its past results and working to engage even more employers in the lead-up to the all-too-critical 2020 election — and it’s looking for more businesses to join the cause.
BEHAVIOR CHANGE -
As retail sales reportedly fell for the first time in 25 years, with particularly weak holiday sales, new research reveals that a new conscientiousness may be a central cause — with sustainability-concerned consumers buying less.
COLLABORATION -
Our global community of innovators is always abuzz with activity, but momentum generated from three initiatives this year have us particularly excited to follow them in the year to come.