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.

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Growing Anti-Black Friday Movement Spurns Overconsumption, Unsustainable Holiday Shopping

Growing Anti-Black Friday Movement Spurns Overconsumption, Unsustainable Holiday Shopping

Cross-Posted from Behavior Change. Consumers are more and more inclined to buy from brands that align with their beliefs and values; and anti-Black Friday is an important indicator of the growing chasm between purpose-driven brands and those still banking on business-as-usual approaches.

‘Vanguardians of the Galaxy’ Stunt Shows Climate Laggards Can No Longer Fly Under the Radar

Two recent releases by a noted activist group put tough questions in front of one of the world’s largest financial institutions — which would be wise to pay attention.

New Campaign Empowers Consumers to Ditch Banks Financing Fossil Fuels

Cross-Posted from Behavior Change. 'Swap for COP' asserts that moving one’s money out of fossil-fuel-financing banks is one of the simplest and most impactful things that individuals can do to help mitigate the climate crisis.

Bottling the Secret Sauce: Brands Share Insights on Closing the Intention-Action Gap

Cross-Posted from Behavior Change. At SB’21 San Diego, leaders in food, retail, finance, healthcare, pet care and more shared lessons learned from a variety of initiatives aimed at moving the needle on consumer behavior change.

Brand Storytelling: A Mechanism for Building a Regenerative Future

On the final day of SB’21 San Diego, a diverse array of keynote speakers explored some of the many ways in which storytelling can be a powerful tool for manifesting the future we need.

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Tourism Carbon Labels Educate Travelers, Motivate Companies to Reduce Emissions

Given the pandemic pause, it’s hard to say whether these labels will sway decision-making for travelers. Regardless, these publicly shared labels hold travel companies accountable for measuring, sharing and continuing to reduce their carbon emissions.

Hey, Corporate America: Please Stop Saying, ‘We’ve Always Done Sustainability!’

Cross-Posted from Walking the Talk. Because it begs this response: “Really? If you’ve been doing sustainability for decades, why is the planet (and the human race) in the trouble it’s in?” And corporate America doesn’t really have a good answer to that.

What Happens When an Environmental Leader Finally Claims the Mantle? NRS Asked Triple Gap & Valutus to Find Out

A leader in the water sports industry, NRS was shy about tooting its sustainability horn. So, it asked us: How much value does the market place on brand-level commitment to sustainability vs. product-level initiatives? Turns out, touting any of the brand’s many attributes generated a significant increase in consumer preference.

1.8M Fairtrade Farmers to World Leaders: 'Keep Your Climate Promises'

Signed by Fairtrade producers in Africa, Asia, Latin America and the Caribbean, the letter warns governments of developed nations that their lack of climate action is threatening farmers' livelihoods and global food supplies.

P&G, Walmart Collaborate on Interactive Experience to Help Guide Better Purchases, Habits

Cross-Posted from Behavior Change. The two companies have teamed up to develop an interactive, educational and entertaining experience designed to educate families on how they can conserve resources in their homes with a few simple changes.

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Polestar’s Latest LCA Report Shows New Potential for EV Industry Transparency

The Swedish EV maker finds vast differences in CO2e throughout the life of its vehicles, depending on the source of the charging energy.

Nestlé Professional, WRI Expand Cool Food Meals to Foodservice Locations Across the US

New partnership enables foodservice operators to easily guide diners toward climate-friendly food choices. Nestlé Professional Cool Food Meals will incorporate plant-based proteins from Sweet Earth Foods, which will be carbon neutral by 2025.

Carlsberg Group Joins Companies Using Marketing to Drive Climate Action

The brewing giant joins 16 other global companies in signing onto the World Federation of Advertisers’ Planet Pledge, which aims to change marketing from a driver of consumption into a catalyst for more sustainable thinking and behavior.

The Secret to Decreasing Scope 3 Emissions: A Win For R&D, Marketing and Sustainability Teams

The First Educator Advantage (FEA) is when a CPG brand is first to educate consumers on an impact topic that does not yet hold mainstream materiality. Here, we explore how successfully executing this strategy can reduce scope 3 emissions, increase consumer loyalty and allow R&D teams to effectively innovate for the market.

Tide, NFL Partner to Inspire Football Fans to #TurnToCold

Cross-Posted from Behavior Change. The partnership aims to encourage more than 80 million households of NFL fans to switch to energy-saving cold-water washing in an effort to dramatically reduce consumer greenhouse gas emissions.

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Sense & Sustainability: How Can Brands Foster Consumer Courage in Combating the Climate Emergency?

To foster courage in the face of crisis, empowerment through transparency, trust through intersectional action and a constant determination to iterate and improve can give hope and empowerment in a troubling age.

Nestlé Asks Consumers How They Would Navigate Quest for Sustainable Palm Oil

Nestlé hopes that a new interactive platform, Beneath the Surface, will give viewers better insight into the complexity of palm oil supply chains and insight into how choices they make under different scenarios can lead to a range of outcomes and consequences.

Kids Can Take Over Parents' Devices with Ads Urging Them to Ditch Single-Use Plastics

Gelo’s ‘Parent Track’ aims to build on the recent surge of kids educating their parents and driving more sustainable practices at home.

The Purpose-Action Gap: The Business Imperative of ESG

Cross-Posted from Walking the Talk. In a recent study, we discovered shifts in thinking from both brand and consumer values: The gap between what they believe and how they are acting on such beliefs is narrowing, particularly when brands make sustainability accessible and affordable.

3 Psychological Concepts That Can Propel Your Sustainability Efforts

These three concepts highlight how understanding human thought processes can influence the adoption of sustainable behaviors and promote corporate sustainability. Think about the messages you’re giving as a business, and how these can be tweaked to empower your stakeholders.

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