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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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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.

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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.

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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.

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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.

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.

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