Behavior Change

The latest developments supporting a shift toward sustainable consumption, as well as specific ways brands are encouraging less wasteful behaviors.

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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.

Clearing the Air: Nicorette’s Multi-Faceted Approach to Smoking Cessation

Cross-Posted from Our Healthy Lives Mission. Ahead of World No Tobacco Day (May 31), Johnson & Johnson Consumer Health’s Carlton Lawson shares how Nicorette is fulfilling its commitment to free both its internal and external stakeholders from tobacco and nicotine.

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Why Pushing Doesn’t Work … and a Better Way to Change Minds

Sometimes change doesn’t require more horsepower. Sometimes we just need to unlock the parking brake. This book is about finding the parking brakes — discovering the hidden barriers preventing change that are thwarting action and learning how to mitigate them.

US Consumers Looking to Brands, Ecolabels to Help Guide Better Purchasing Habits

New research from Sustainable Brands™ and Ipsos highlights post-pandemic consumer behaviors and priorities, and how product labeling influences purchasing decisions.

Thought-Provoking Campaigns Urge Consumers to Take More Conscious Approach to Shopping

Cross-Posted from Marketing and Comms. This week, Sendle and Allbirds launched creative for Earth Week that remind consumers of the vast environmental costs of our addiction to instant-gratification retail and shipping.

New Research Shows ‘Urban-Rural Divide’ Bridged by Interest in Sustainable Lifestyles

A recent survey found that 77% of US adults believe the pandemic has driven people in the country apart. But we’ve also seen how people’s behaviors and interests have changed in ways that demonstrate shared cultural values, regardless of where they live.

Behavior Change Research Shows How to Spur Consumer Recycling, Reduce Contamination

Even when effective collection, messages and messenger are skillfully deployed, there are still factors that complicate consumer recycling behavior.

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Tomorrow's Brands Are Reimagining Product Formats, Reshaping Industries

Cross-Posted from 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.

Trending: Starbucks, A&W Advancing Coffee Cup Circularity

Cross-Posted from Waste Not. This week, Starbucks and A&W Canada unveiled their latest strategies for ending disposable-cup waste with the introduction of reusable and compostable options, respectively.

How Amazon Is Making Sustainable Shopping Easier

Cross-Posted from Marketing and Comms. Since 2020, Amazon’s Climate Pledge Friendly program has helped customers discover and shop for more sustainable products. We asked Amazon's Adam Werbach how the program began, what the company has learned, and his vision for the program’s future.

Effective Storytelling Can Inspire Positive Action for People and Planet

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.

New Consumer Research Highlights Sustainability Opportunities for Brands in Asia

Cross-Posted from Marketing and Comms. The first-ever Asian version of the Socio-Cultural Trend Tracker shows the huge opportunity that await brands for meeting conscious consumers’ needs and desires in Japan, South Korea, Thailand and Malaysia.

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Knorr Gives Our Favorite Comfort Food a Planet-Friendlier Makeover

Cross-Posted from Product, Service & Design Innovation. Knorr’s ‘Plizza’ is the brand’s updated take on the classic dish that features plant-based, nutrient-rich ingredients from crust to toppings — in honor of World Eat for Good Day.

Fossil Free Banking Alliance to Help Conscious Consumers Put Their Money Where Their Mouths Are

Cross-Posted from Finance & Investment. Bank.Green’s new Alliance, made up of 8 founding members, aims to fuel the global movement towards a more sustainable and climate-resilient financial sector.

Mayo x Mayo: Hellmann’s, Jerod Mayo Team Up During the Big Game to Tackle Food Waste

In Hellman’s newest Super Bowl spot, former football player and current coach, Jerod Mayo, shows would-be home food-wasters how they can ‘make taste, not waste.’

Is There a Secret Recipe for Successful Consumer Climate Communication?

Cross-Posted from Marketing and Comms. It’s true what they say: The way to someone’s heart is often through their stomach. A new WRI study suggests that carefully reframing menu language can successfully nudge diners toward more climate-friendly food options.

New Tool Captures Employee Scope 3 Emissions Data, No Matter Where They Work

Cross-Posted from Organizational Change. New solution from WeSpire, Cox and South Pole dramatically improves how companies measure and reduce employee emissions in hybrid and increasingly remote work environments.

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