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Marketing and Comms

How brands are evolving in the area of sustainability marketing and communications — and how their stakeholders are asserting their own needs and preferences.

Ironic, Understated Campaign Attracts Viral Interest in Visiting Oslo

Ironic, Understated Campaign Attracts Viral Interest in Visiting Oslo

VisitOSLO’s new, viral campaign downplays its city’s appeal with dry humor and an understated production style — and highlights a growing trend in values-driven tourism marketing.

‘Greenhushing’ Diminishing Returns for 58% of US’s 100 Biggest Companies

New report asserts that businesses that aren't transparent on their ESG progress, for fear of greenwashing, are missing opportunities for investment and gaining credibility with consumers.

When We Look at the Future of Our Industry, We All Lost in Cannes

If we are to safeguard advertising’s legitimacy, we must address our image problem. It’s time we apply our collective creativity to solve our (industry’s) biggest challenges.

The Climate Communication Playbook: Establish Trust to Maximize Impact

The most meaningful climate-communication strategies create an avenue for conversations rooted in hope and action. Embrace this opportunity to educate and build trust by aligning your message with your values and contributing to a positive cultural commentary.

Free Guide Aims to Help Agencies Eliminate Greenwashing

Creatives for Climate’s ‘Anti-Greenwash Guide’ is designed to help ad and communications agencies comply with the latest greenwashing laws, and principles to guide them away from misleading and unsubstantiated sustainability-related claims.

New Framework Enables Advertisers to Measure Media Carbon Emissions

Ad Net Zero has launched the first standardized, industry-wide measurement framework to help advertisers and their partners understand and act effectively to reduce the carbon impact of their media plans.

Latest Ban on ‘High-Carbon’ Ads Shows Appetite for Clean-Energy Transition

Cross-Posted from Walking the Talk. Edinburgh’s recent ban on ads for fossil fuels and other high-carbon products exemplifies a desire to shift those ad spaces toward cleaner, more viable alternatives and ads that promote low-carbon behaviors.

Awareness of Tourism’s Impacts Requires a Rethink of Marketing’s Function

Tourism marketing has largely centered around traveler desires such as pleasant weather and low prices. Now, it must also consider how travelers’ presence impacts locals, the local economy, wildlife and the natural environment.

Engaging with LGBTQ+ Consumers Offers Brands Both Risk and Reward

As brands grapple with their position on LGBTQIA+ issues and building inclusivity and diversity across their businesses, the latest Outvertising Consumer Report offers plenty of advice for being more effective.

Gen Z Becoming More Skeptical of Influencers, Sustainability Messaging

New survey of Gen Zs in the US and Canada suggest a growing distrust of influencers; and while sustainability is still a consideration when purchasing, budget, price and brand authenticity are paramount.

Want to Improve Your Company’s Bottom Line? Talk About Periods

Period shame is rooted in gender inequality. As we continue to work to un correct this, we can catalyze public-private partnerships that positively impact menstrual health and girls’ self-esteem while driving economic benefits.

Communicating Sustainability: Supplier-Brand Partnerships Can Make All the Difference

The “right” messaging will always involve being clear, specific and transparent — but learning which words and claims will meet consumers’ expectations, build their trust and inspire their purchases will require research best done through collaborative partnerships.

Cultural Intelligence, Collaboration Keys to Changing the Sustainability Conversation

Day one of Sustainable Brands’ Brand-Led Culture Change event was filled with rich discussions on the power of partnerships, hits and misses in brand communication, and the power of art to open hearts and minds.

Brands, Listen Up: Consumers, Regulators Cracking Down on Greenwashing

The most recent spate of controversies over misleading brand sustainability claims raises pertinent questions for marketers everywhere.

ESG Practitioners Both Confident, Confused in Dynamic Reporting Landscape

Workiva’s third annual survey gathered the thoughts of more than 2,000 professionals involved in ESG reporting across the corporate landscape.

New Global Music Initiative Highlights the Creative Value of Nature

Sounds Right aims to finally pay Nature royalties for her contributions to art and everything else on earth by prompting conversation, raising funds for conservation and inspiring millions of fans to take action.

It’s Time to Stop Fanning the Flames of Climate Anxiety

To all fellow impact professionals, I encourage you to look at the narrative your communications are fueling and consider whether your business, your audience and the planet would benefit from a more nuanced view.

Free Course Aims to Train Advertisers to Combat Climate Change

Good-Loop’s Good-Media Academy outlines how the ad industry impacts climate change and what advertisers can do to mitigate it.

Hellmann’s Working to Save Mayo (and Sandwiches) from Extinction

The brand invites fans to ‘adopt’ one of four classic, mayo-centric sandwiches at risk of extinction to increase awareness of the importance of regenerative farming practices.

Events Are Driving Transparency, Awareness with Climate-Labeled Food Menus

Using climate-impact labels is one way events can persuade attendees to choose more sustainable menu options.