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.
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.
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.
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.
New Rulebook Helps Companies Validate Their Sustainability Claims
The Provenance Framework debuts as the UK government cracks down on greenwashing, and competition regulators find that up to 40% of firms’ environmental claims could be misleading.
Rethinking How Brands Engage Pride, Worldwide
Cross-Posted from Walking the Talk. As we exit Pride month and look to WorldPride in August, it’s apparent that we’re at an inflection point for purpose — one that requires consistent corporate action that positively impacts LGBTQIA+ people no matter where they are in one’s workforce or world.
Forget Selling Products. Change Lives Instead.
The happiness of buying new shoes is a short-lived dopamine kick, whereas finding better ways of living in balance with yourself adds lifelong value. It’s time to create a new offering: Who can you help people become?
Best Intentions: Surviving a Sustainability Story Setback with Transparency and Truth
Cross-Posted from Walking the Talk. When Kevin Murphy announced that all of its packaging would be made from “plastic pulled from the ocean,” it had every intention of delivering that. While the claim was doomed from the start, the company quickly communicated its mistake with tact, transparency and a plan to make it right.
Doconomy Now Shows Users Water-Impact Data for Every Purchase
Cross-Posted from The Next Economy. The first-of-its-kind direct measure of our everyday consumption’s water impacts — thanks to data from S&P Global Trucost — aims to create a greater consumer understanding of the importance of water locally, nationally and globally.
P&G & GLAAD’s ‘Visibility Project’ to Advance LGBTQ Visibility in Advertising
P&G has committed $1M over three years and partnered with GLAAD to work with brands and agencies to advance LGBTQ inclusion in advertising. New study finds senior marketing and ad execs recognize LGBTQ inclusion as a force for positive social change, yet worry about authentic representation.
