MARKETING AND COMMS -
Through collaborations with Roblox and the first NFT-themed restaurant, Bored & Hungry, McCain is providing a fun way to help younger audiences understand the problems with conventional farming and the benefits of regenerative practices.
MARKETING AND COMMS -
For a purpose-driven business, marketing must transform from traditional advertising to building a social-purpose ecosystem, requiring a fundamental
shift in the way marketing is integrated and delivered. In a recent webinar, BCLC, PepsiCo and CLMBR discussed how they are shifting their marketing strategies to accelerate social purpose.
MARKETING AND COMMS -
The success of tourism pledges lies with destinations, not travelers; and for any pledge to be effective, it must be used as part of a destination’s wider sustainable tourism strategy, rather than an isolated destination-management intervention.
MARKETING AND COMMS -
We must not only create products that address environmental impact without compromising consumer experience, but also help consumers understand that they
don’t compromise when they embrace more sustainable products. How? By influencing our industry’s influencers.
MARKETING AND COMMS -
By celebrating the growers behind popular chocolate and tea brands, the murals remind the public to ‘Choose the world you want’ by supporting products and brands that help give farmers a sustainable livelihood.
MARKETING AND COMMS -
Proceeds from limited-edition Coors Banquet stubby bottles and a collaborative capsule collection with clothing brand Brixton benefit the Wildland Firefighter
Foundation.
MARKETING AND COMMS -
When companies miscommunicate sustainability information, there is usually no malicious intent but poor internal communication. Your marketing team will want to shout from the rooftop how sustainable your business is; but in a rush to do so, it can harm your brand — the very thing they have vowed to protect.
MARKETING AND COMMS -
Launching at Cannes Lions this week, the course is a response to industry professionals’ need to reskill to drive positive change at work: 40% of marketers report lacking relevant sustainability marketing qualifications,
despite 76% having been involved in sustainability projects over the past five years.
MARKETING AND COMMS -
Joint research by GfK and the Goodvertising Agency reveals value of 'transformational campaigns that empower consumers, rather than those that tout
product attributes.
MARKETING AND COMMS -
Many would also argue that the fashion industry is not being judged harshly enough and gets away with a lot. But there are steps in the right direction and nuances within sustainability ‘misses’ which, if built on, will generate needed momentum.
BEHAVIOR CHANGE -
On day one of Brand-Led Culture Change, brands, retailers, trend watchers and behavioral and cultural design experts examined the role and power of
consumer-facing companies to create the socially and environmentally prosperous world we want to live in.
SUPPLY CHAIN -
In a recent webinar, FSC, Procter & Gamble and Stok discussed how companies can fulfill their role in the responsible sourcing and manufacturing of products derived from forests.
MARKETING AND COMMS -
By refreshing these assets, matching consumer sentiment and upleveling authentic storytelling, brands can better reflect the increasingly conscious world around them and create stronger connections to audiences yearning to make a difference.
MARKETING AND COMMS -
Kansas City distiller J. Rieger & Co. has crafted a one-time edition of Cover Crop Whiskey, made with cereal rye from local farms, to raise awareness of more
sustainable farming practices.
THE NEXT ECONOMY -
To create real change and avert a climate crisis, we must move beyond earth-neutral and embrace earth-positive — and that starts with your narrative. Here are three ways to ensure that your business, your brand and your ethos are all earth-positive.
MARKETING AND COMMS -
While some sustainability terms have stood the test of time, others are now outdated. No matter what terms you use, you and your colleagues should have a shared
understanding of what “purpose” means in your organization to gain its greatest benefits. Here is an up-to-date glossary for responsible business professionals.
MARKETING AND COMMS -
By focusing on a handful of easy target demographics, brands exclude swaths of people — the people who most need to be included in the narrative. The next time you brief your agency or write a brand plan, I hope you’ll rethink assumptions of who the sustainable consumer could be.
WALKING THE TALK -
The reality of living in a capitalist society is that we can't simply cut off the production of products and services; the brands that will succeed in the upcoming decades will be those that function holistically, with sustainable actions built in.
PRODUCT, SERVICE & DESIGN INNOVATION -
Bite has reimagined the way consumers can and should use routine personal-care products. It has disrupted the linear approach to a stale industry with a fresh, waste-free format that offers a successful, premium model of circularity.
BEHAVIOR CHANGE -
Marketers are the co-creators of our societal narrative, and a brand’s messaging has the ability to drive culture change. Never before has the power of the stories we tell held such importance or latent opportunity.