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.
Remembering Harold Burson: One of the Earliest Corporate Responsibility Visionaries
In 1973, PR pioneer Harold Burson — who passed away last week at the age of 98 — deftly summed up the role of the PR professional, related to the role of a corporation, in society: Be the corporate sensor, conscience, communicator and monitor.
Less Talk, More Action: Brand Leaders Poised for Transformative Change in 2020
Among the top 10 issues Porter Novelli identified as trending in 2019, SB Corporate Members were asked to select the one issue or trend they saw most in their work this year. They are not only ready to take action, but feel that progress and change are on the horizon.
Q&A: thinkPARALLAX Demystifies Effective ESG Communication
thinkPARALLAX is helping brands master storytelling around ESG issues to engage stakeholders. CEO and co-founder Guusje Bendeler told us more about the agency’s approach to creating a new ROI — Return on Impact.
New Roadmap Outlines Best Practice in Corporate Transparency
A rise in stakeholder interest, especially investors, in greater alignment between sustainability and financial transparency has spurred companies to more clearly communicate their purpose and how it creates long-term value across all their communication channels.
Brands Missing Opportunity to Highlight Health Benefits of Sustainable Products
Brands that are committed to sustainability could conduct efficient, cost-effective research to show that their products help reduce exposure to harmful substances, leveraging their commitment to sustainability and expanding it to a commitment to consumer health.
How a Fancy Pancake Helped Save The Bay: Lessons for Giving Tuesday
The company-employee-cause relationship has been transformed over the years; why not the company-customer-cause relationship, too? At Phin, we work to help companies build impactful relationships with consumers and charitable organizations through sponsored donations.
How Better Storytelling Can Get People to Vote: Lessons from the European Elections
I strongly believe in the power of emotional storytelling that cuts through. We need to make people *feel* something. More than ever, we have to stand up for the values that we believe in — and to do that well, we need to take more risks.
Award-Winning Creative Driving Inclusion, Diversity, Civic Engagement
D&AD Impact is a global initiative and awards program that showcases how creative thinking can be a force for good. This year’s winners highlight solutions including adaptive gaming and furniture design to wildlife conservation to turning the tables on racist rhetoric.
Gen Z Believes in Its Own Power to Make Change, But That Companies Must Lead the Way
While Gen Zers feel personally responsible to make a difference and 76% believe we will have made headway on important issues in five years’ time, 90% also believe companies must drive action on social and environmental issues.
Abbott Planting Seeds for Healthier Tomorrow with ‘Future Well Kids’
By inspiring kids to start healthy habits today, Abbott’s new Future Well Kids program aims to create a healthier tomorrow. By the time kids finish the program, they'll have developed their own definitions of what living a healthy life means.
World Food Day: Celebrity Chefs, Soil SuperHeroes Out in Force to Save Our Food System
In honor of World Food Day (Oct 16), Green America highlights the farmers and food companies leading the regenerative ag revolution; and the World Food Program launches its global Stop the Waste campaign.
Bleak New Campaign Depicts the ‘Day Sushi Disappears’
The campaign aims to alert consumers to the likelihood that climate change will continue to affect marine habitats, to the point that some of our most beloved sushi ingredients disappear.
Q&A: Extinction Rebellion’s Andrew Medhurst and the Role of Youth Activists in Shaking Us Awake
Ahead of his upcoming keynote at SB’19 Madrid, we spoke with Andrew Medhurst — a one-time investment banker and now full-time volunteer with Extinction Rebellion — about the moonshot thinking we need to get us out of our current predicament.
Q&A: The Agency Behind the Ice Bucket Challenge Gets Even More Focused on Purpose
Purpose-led communications campaigns have skyrocketed, and Porter Novelli has moved in lockstep with this trend. We spoke with CEO Brad MacAfee to hear more about their pivot towards purpose.
Ben & Jerry’s Throws Its Delicious Weight Behind Criminal Justice Reform
The activist brand has added a new cause to its docket: Its latest ice cream flavor, “Justice Remix’d,” aims to spotlight structural racism in the US’ broken criminal legal system.
Amsterdam’s Creative Industry Rising to Challenge to Take on the Climate Crisis
Extinction Rebellion and The Humblebrag call upon Dutch creative industries to take a collective stand for the climate. Amsterdam’s first Creatives for Climate summit will take place on 18 September at Patagonia HQ.
Samsung, UNDP Partner to Push Progress on the SDGs
New mobile app, special-edition accessories aim to raise awareness of, funding for the UN Sustainable Development Goals.
Brazilian Telenovela Brings Plight of the Amazon to Global Audiences
The Brazilian drama thriller aims to raise awareness of the threats to the rainforest, indigenous communities and society at large, by bringing these threats closer to home.
The 3-Part Formula for Effective ESG Communication
ESG issues continue to gain traction and capture investor attention in the corporate world. Yet, sustainability professionals aren’t fully utilizing the power of narrative to engage.
Fighting Fire with Fire: Zippo Pledges to Help Fight Effects of Global Deforestation
Zippo will plant a tree with every lighter sold in partnership with Woodchuck USA’s Buy One. Plant One.® program; and has documented its first step in Madagascar, with National Geographic.