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Stories About Storytelling

Found 609 stories. Page 4 of 31.

‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale
‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale

BEHAVIOR CHANGE - COVID reshaped our capacity for collaborative change. We saw that, when people had the right information, they would act accordingly. We must help people understand how to participate in the sustainable economy and what their impact can be. Even more, we must change social norms so that people feel compelled to opt in.

McCain Foods Enters the Metaverse with Regen Fries, Showing Potential of ‘Farms of the Future’
McCain Foods Enters the Metaverse with Regen Fries, Showing Potential of ‘Farms of the Future’

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.

Generating Win-Wins: 4 Key Ingredients of Successful Social-Purpose Marketing
Generating Win-Wins: 4 Key Ingredients of Successful Social-Purpose Marketing

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.

Tourism Pledges Expand in Scope, Intention as Industry Reinvents Itself
Tourism Pledges Expand in Scope, Intention as Industry Reinvents Itself

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.

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Influencing the Influencers: How to Unlock Mass Adoption of Sustainable Products
Influencing the Influencers: How to Unlock Mass Adoption of Sustainable Products

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.

3rd Annual Fairtrade Mural Campaign Reminds Us All to Prioritize a Fair Deal for Farmers
3rd Annual Fairtrade Mural Campaign Reminds Us All to Prioritize a Fair Deal for Farmers

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.

Amid Peak Fire Season, Coors Banquet Launches ‘Protect Our Protectors’ Program Benefiting Firefighters
Amid Peak Fire Season, Coors Banquet Launches ‘Protect Our Protectors’ Program Benefiting Firefighters

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.

Crafting Transparency: Why Your Marketing Team Should Work Alongside Your ESG Team
Crafting Transparency: Why Your Marketing Team Should Work Alongside Your ESG Team

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.

Creatives for Climate Launching ‘Greenwash Watch’ to Help Radically Reskill the Communications Industry
Creatives for Climate Launching ‘Greenwash Watch’ to Help Radically Reskill the Communications Industry

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.

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Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed

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.

Fashion Is Still Rife with Greenwashing; But There Is a Bigger Picture for the Guilty Brands
Fashion Is Still Rife with Greenwashing; But There Is a Bigger Picture for the Guilty Brands

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.

Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands
Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands

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.

Collaboration, Communication Key to Scaling Sustainable Forestry in Supply Chains
Collaboration, Communication Key to Scaling Sustainable Forestry in Supply Chains

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.

Recycle Your Plastics, Not Your Visuals: A Modern Marketer’s Guide to Sustainability
Recycle Your Plastics, Not Your Visuals: A Modern Marketer’s Guide to Sustainability

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.

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Country Crock’s Cover Crop Whiskey Shows Benefits of Regenerative Farming Practices
Country Crock’s Cover Crop Whiskey Shows Benefits of Regenerative Farming Practices

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.

Sustainability Is Not Enough: Moving from Earth-Neutral to Earth-Positive
Sustainability Is Not Enough: Moving from Earth-Neutral to Earth-Positive

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.

Any Road Will Take You There, If You Don’t Know Where (or Why) You’re Going: Defining Purpose
Any Road Will Take You There, If You Don’t Know Where (or Why) You’re Going: Defining Purpose

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.

Are Sustainable Brand Messages Targeting the Wrong People?
Are Sustainable Brand Messages Targeting the Wrong People?

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.

Profit, Performance and Impact: The Success Criteria of a Whole Brand
Profit, Performance and Impact: The Success Criteria of a Whole Brand

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.

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Tomorrow's Brands Are Reimagining Product Formats, Reshaping Industries
Tomorrow's Brands Are Reimagining Product Formats, Reshaping Industries

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.

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