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.
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.
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.
MARKETING AND COMMS -
Fridays for Future reminds US voters about the real existential threat to our planetary health, while UMG launches new installments of its ‘Use Your Voice’ and ‘Pull Up to the Polls’ initiatives to support voter education and to help get young people to the polls this week.
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.
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.