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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Screw the Nice Gestures, Advertisers — We Need More Real Impact

Screw the Nice Gestures, Advertisers — We Need More Real Impact

A behind-the-scenes look from a Sustainable Development Goals jury member at last week's Cannes Lions.

Transparency Is the Outcome in a Process, Not the First Step

H&M’s move towards transparency has been praised by competitors and consumers alike. But other firms looking to emulate this approach should understand that transparency is merely the end goal in a multi-step process.

Adobe, Pantone Launch Custom Colors to Inspire Ocean Conservation, Climate Action

The “Glowing Glowing Gone” campaign advocates for action for coral reef conservation by highlighting the global danger signaled by fluorescing corals.

Q&A: Nestlé CMO Alicia Enciso on the Power of Incremental Changes

SB’19 Detroit is where global leaders in sustainable initiatives come to be inspired as well as share their innovative approaches and strategies. With a diverse and talented community of brands, everyone comes willing to learn.

Study: Purpose Messaging Evokes Greater Attention, Arousal, Emotion

First-of-its-kind biometrics research shows 79% of US consumers feel a deeper personal connection to companies with values similar to their own.

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Sekisui Chemical Launches New Global Website to Teach About SDGs

SEKISUI SDGs Academy encourages users to think in an enjoyable way about the connections between themselves and the SDGs, through activities such as card games, which involve information about the company’s own products.

WWF’s New ‘ReSource’ to Give Visibility Into Companies’ Progress in Reducing Plastic

ReSource isn’t another commitment or a new partnership, by design: To join, companies have to publicly share data and progress on their plastic-reduction efforts.

JUST Capital: The Good Listener Transforming Capitalism

By leaning into its data, tirelessly communicating the value of policy transparency at the corporate level, and providing unbiased reporting to the US workforce and consumer, JUST Capital is flipping the narrative on capitalism.

Study: Most Brands' Support of Causes Is Not Breaking Through to Gen Z

New study from DoSomething Strategic reveals disconnect between brands and their support of social causes in minds of younger consumers. Savage x Fenty, Dove, and Love Beauty and Planet receive among the highest association between brand and cause.

6 Tactics for Optimizing Corporate Communications on Climate Action

Communications on climate action needs to be grounded in strategic, results-based initiatives — always. These six approaches will help ensure that your communications are impactful in reinforcing your company’s sustainability strategy.

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Sportswear, Outdoor Brands Lead on Transparency; Luxury Is Waking Up

On the sixth anniversary of the devastating Rana Plaza factory collapse in Bangladesh, which killed over 1,100 garment workers, Fashion Revolution’s most recent Transparency Index indicates slow progress across the industry.

Scientists, NGOs Call for ‘Global Deal for Nature’ to Protect Half the World’s Lands and Seas

Conservation scientists, NGOs and indigenous leaders urge governments to adopt a “Global Deal for Nature” as a companion to the Paris Agreement. A corresponding study establishes science-based conservation targets for the entire planet.

'Mdudu,' Political Correctness & Sustainable Storytelling

Doing good does not require everyone to be insufferably ‘good’; re-engineering narratives and characters to remove the inappropriate and sometimes highly imperfect humanity of them leaves a massive hole in the realm of sustainability communications.

How to Promote Your Sustainability Story on Social Media as a B2B Company

Social media thrives on compelling storytelling, and chances are that your sustainability efforts have the capacity to pull on your audience’s heartstrings better than another post promoting your product or service.

Behavior Change Pilot Makes UK Consumers ‘Smarter’ About Water Use

Not only did Anglian Water’s ‘Smarter Drop’ project deliver impressive reduction in water consumption amongst consumers, it created impressive gains in brand loyalty and trust for the UK utility.

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In Face of Rampant Seafood Fraud, Study Reveals Efficacy of MSC Label

Reports over the last decade have revealed an average global seafood mislabeling rate of 30%, but a study released today shows species mislabeling rate for MSC-certified seafood is less than 1%.

Storytelling for Sustainability: How Opening Up Can Open a Whole New Frontier

Our community has made tremendous strides in building a better world, but if we leverage the combined power of people and data to build a better narrative, we can open up a whole new era of possibilities. We’ve got to put some soul in sustainability.

5 Cultural Shifts Brands Should Adapt to in 2019

2018 marked some pretty major cultural changes, and that’s going to have effects on brand identity development.

Brands Expand Partnerships, Amplify Messaging in Support of Gender Equality

adidas, Diageo and HP launch new films and campaigns, while PepsiCo tackles gender equality in agriculture for International Women’s Day.

Study: Consumers Want to Trust the Fish They Are Eating

The vast majority of consumers across 22 countries would like to see sustainability information for seafood products in stores and on packaging.

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