MARKETING AND COMMS -
The retailer’s marketplace for more sustainable products now includes 300,000 products and 20,000 brands vetted through a range of well-known certifications.
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 -
When it comes to ESG initiatives and their relationship to consumer behavior, there’s no one-size-fits-all approach; but leveraging ongoing research into consumer attitudes can help align corporate ESG initiatives that can help steer your brand through uncharted waters and changing sentiments.
PRODUCT, SERVICE & DESIGN INNOVATION -
The new startup offers a regenerative ‘tree burial’ service that reimagines cemeteries as forests — enabling the dearly departed to truly give back to the land and encouraging younger generations to think about death in new ways.
MARKETING AND COMMS -
New survey finds 83% of US consumers value brand product transparency, but only 47% feel they have the information to make sustainability-based purchasing decisions. Impact labeling will begin with Garnier products and roll out progressively across L'Oréal's brand portfolio.
FROM PURPOSE TO ACTION: BUILDING A SUSTAINABLE FUTURE TOGETHER -
While flexible packaging plays an important role in keeping food fresher longer, it has long been difficult to recycle. Designing more recyclable flexible packaging from the start and determining a better end-of-life process for current materials is a vital step in reducing food waste.
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.
COLLABORATION -
The joint effort from WM and Dow aims to provide a solution to make it easier for households to recycle the film while the companies explore new options to
reuse it. When fully implemented, the program is expected to prevent 120,000 tons of plastic film from reaching landfills each year.
MARKETING AND COMMS -
When done thoughtfully, brands can use social media to champion sustainable living and generate positive outcomes that are favorable to people, the planet and their overall business results.
CHEMISTRY, MATERIALS & PACKAGING -
As seen in ongoing incidents of greenwashing and a new Greenpeace report, the onus is on consumer product manufacturers to take more comprehensive approaches to stemming their flow of plastic into the world — and turning the tide of public opinion.
MARKETING AND COMMS -
"The Cookbook in Support of the United Nations: For People and Planet" features 75 recipes divided into sections on food systems, biodiversity, sustainable
consumption, food and climate change, and food waste — and shares each dish’s carbon footprint.
SUPPLY CHAIN -
A new study examines the waste challenges companies are facing due to the global supply chain crisis and how they are being tackled, and how consumer priorities impact waste — they now report prioritizing product durability and transparency over
sustainability.
CLEANTECH -
The company reports progress in its climate goals, as well as its work to support local communities and increase equitable access to snow sports and
recreation.
BEHAVIOR CHANGE -
As US consumers report more conservative gifting plans due to money worries, alternatives such as Freitag’s S.W.A.P. events and Poshmark’s Secondhand Sunday meet the downshift in enthusiasm for the Black Friday shopping frenzy.
PRODUCT, SERVICE & DESIGN INNOVATION -
The Texas-based small-business shipper, in partnership with South Pole, will offset merchants’ shipping emissions by funding a renewable energy project in Oklahoma.
CHEMISTRY, MATERIALS & PACKAGING -
Men’s apparel startup HyperNatural is aiming to subvert the industry’s reliance on synthetic materials with its unique fabric made from a blend of recycled and organic waste streams. While it’s still ironing out circularity kinks, the brand is determined to not make perfection the enemy of progress.
NEW METRICS -
One of many recurring themes at SB’22 San Diego was the need for a new lexicon and new metrics for the regeneration movement, which more accurately reflect the level of work and transformation needed to not only avert climate collapse but to enable a flourishing future for all.