Behavior Change
The latest developments supporting a shift toward sustainable consumption, as well as specific ways brands are encouraging less wasteful behaviors.
Politics and Purpose: The US Consumer Response to Purpose-Driven Marketing Across the Political Spectrum
Cross-Posted from 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.
New Guide Shows How CMOs Can Mainstream Sustainability by Closing Say-Do Gap for Good
Cross-Posted from 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.
Harnessing the Power of Social Media for Good Delivers Brand Trust and Loyalty While Driving Meaningful Change
Cross-Posted from 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 Cookbook Showcases Meals That Benefit Both Human and Planetary Health
Cross-Posted from 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.
Purpose-Driven Brands Continue to Encourage More Conscious Consumption Habits in Antidote to Black Friday
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.
Recycling Isn’t Enough: Our Goal Should Be ‘Uncycling’
Cross-Posted from Waste Not. On a practical level, we simply cannot recycle our way out of the damage that plastic waste is doing to our world, our environment and ourselves. That’s why it's time to consider uncycling — or reducing our use of single-use plastics down to zero.
2 in 3 People May Be Willing to Halve Their Consumption to Help Save the Planet
68% of people ‘somewhat agree’ they’d reduce their consumption by half to avoid environmental damage and climate change — especially those with worried children at home, according to a new survey. But the gap between aspirations and actions remains wide in all countries.
‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale
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.
For Sustainable Behavior Change, Brands Must Cut Through the Marketing Noise to the Hearts, Values of Consumers
This week at SB’22 San Diego, over 1K sustainability practitioners have converged to share insights, tools, inspiration and opportunities for collaboration with the goal of building a regenerative future for all. Here, we catch up on the latest insights into enlisting the help of consumers to help brands meet their goals.
Tourism Pledges Expand in Scope, Intention as Industry Reinvents Itself
Cross-Posted from 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.
Influencing the Influencers: How to Unlock Mass Adoption of Sustainable Products
Cross-Posted from 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.
Strong Roots Continues Mission to ‘Fix the Freezer Aisle’ with Carbon-Labeled Foods
Cross-Posted from Marketing and Comms. The Ireland-based B Corp joins a growing number of brands aiming to help consumers understand how its products fit into a more climate-conscious approach to eating.
Sainsbury’s ‘Sainsfreeze’ Pop-Up Will Show Brits New Ways to Reduce Food Waste, Save Money
The pop-up will resemble a walk-in freezer with familiar food items frozen in innovative ways to help reduce food waste, keep nearly ‘off’ items fresh for longer and help maximize space — with all foods on display given away for free.
Personal Impact Measurement Tool Helps Users Improve Their Shopping 'Karma,' Drive Individual Climate Action
Karma Wallet is banking on a recipe of behavior change, fintech and systems change to create a critical mass of consumers able to turn intent into action and pressure brands to make the broader changes the world needs.
How Can We Direct Consumers Toward More Impactful Sustainable Behaviors?
Research from Sustainable Brands and Ipsos reveals a global misperception on the most impactful sustainable behaviors — with a belief that recycling will yield bigger benefits than eating plant-based diets, increasing energy efficiency, and 58 more impactful choices.
The Role of Brands in Supporting Consumers to Make More Sustainable Choices
Lowering the washing temperature of a laundry load or dish cycle can greatly reduce carbon emissions. But for people to turn down the temperature or select eco-cycles, they must trust that products will still clean with brilliant results — this is where brands can play a crucial role in decarbonization.
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival
Cross-Posted from Marketing and Comms. The heat is on — from Greenpeace protesting Cannes to concerned citizens and legislative pressure — for advertisers to make their work count for more than selling more products to the Western world. Here are six key takeaways from this year’s Cannes Lions, and how your campaigns can be and do better.
Secrets for Effective, Transformative, Authentic, Culture-Changing Brand Engagement
To kick off the final day of Brand-Led Culture Change, attendees were treated to a broad series of examples, from a wide swath of experts, of clever strategies that lead to behavior change.
A Riddle, Wrapped in a Mystery, Inside an Enigma: New Insights, Approaches to Brand-Led Culture Change
Creating meaningful consumer behavior change remains a ‘white whale’ for Purpose-driven brands. Here, we hear a behavior-first approach to changing culture, needed paradigm shifts for regenerative leadership, and the latest research on meaningfully connecting with dithering consumers.
Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands
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.
