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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.

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Is Black Friday Dying? Consumers Say They Want to Spend Less This Holiday Season

Is Black Friday Dying? Consumers Say They Want to Spend Less This Holiday Season

Cross-Posted from Behavior Change. New GlobeScan research found that 77% of consumers are interested in choosing products that last longer, and 53% said they were interested in buying fewer things, in general. But there remains a gap between intention and action.

Barbour Christmas Campaign Extols Virtues of Repairing Much-Loved Items

The heritage lifestyle brand used a true customer story as inspiration for its latest Christmas campaign, which celebrates the value of repairing used items vs purchasing new.

Why Climate Change Iconography Needs a Refresh — and How Your Brand Can Achieve It

Here are three key considerations worth keeping in mind as you endeavor to find, create and use fresh, relevant visual content to communicate your brand’s commitment to sustainability — and even more importantly, inspire customers to action.

Companies Must Follow Climate Science Straight to Capitol Hill

Setting climate goals and claiming leadership while supporting laws that would oppose the realization of those goals is not just bad for a company’s reputation and the hiring of young talent — such misalignment also poses a systemic risk that is of increasing concern to investors.

Chipotle’s Real Foodprint Tracks Sustainability Impact of Menu Items

Guests ordering on the Chipotle app and Chipotle.com now get a first-of-its-kind look into the brand’s sourcing efforts, down to the ingredient — and can track how Chipotle reduces its environmental impacts.

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Q&A: FSC on the Role of Brands in the Fight Against Climate Change

Cross-Posted from Supply Chain. As Forest Stewardship Council Director General Kim Carstensen explains, the certification helps brands take climate action by offering a simple way for consumers to make a difference, connected to tangible impacts in forests.

Gillette Reveals Men’s Feelings on Sustainability in 2020, Brand Goals for 2030

A global study by Gillette found that men are taking environmental concerns more seriously, as a result of COVID-19. And the company raises the bar for itself with the launch of its Ambition 2030 goals.

Activism: Why Taking a Stand Will Build Your Brand

Some dismiss brand activism as little more than PR stunts. But we at Grounded strongly believe brand activism is here to stay and can transform purpose into profit.

How DEI Issues Have Reshaped the Brand Purpose Landscape

Cross-Posted from Organizational Change. A dramatic shift in diversity is only possible if the most exposed, vulnerable and or marginalised groups contribute to decision-making around narratives, ideas and solutions. Can you name any brands that are championing race within their purpose work and doing it well?

‘Cool Food Meals’ Badge Helps Diners ID Climate-Friendly Restaurant Meals

Now, just as diners can make decisions based on nutritional information, they can also decide what to eat based on the climate impact of a dish.

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Are You Making It Easy for Your Employees to Vote This Election Day?

Cross-Posted from Organizational Change. The Time to Vote coalition has grown to nearly 800 companies. The goal is to have more than 1,000 companies — from a diverse set of industries representing every state — join the movement by November 3.

People Need Help Turning Healthy, Sustainable Aspirations into Action

Cross-Posted from Behavior Change. New global public-opinion research from GlobeScan reveals that people need and want help from brands to change their lifestyles to become healthier and more sustainable.

Retailers Could Be the Most Important Player in Reducing Food Waste

If we want to reduce food waste, we need consumer-led solutions — which can be sparked by retailers. Brands, manufacturers and other food system actors get their message through to consumers if retailers open the door for them.

Virtue Signaling vs Advocacy: What Brands Can Learn from Patagonia’s Campaign to Protect the Arctic

Cross-Posted from Walking the Talk. If your brand is serious about sustainability, look no further than Patagonia’s example. The company shows us all what it looks like to build a community of advocates and network of allies that work collectively to shape policymaking. Your brand has that power, too.

Amazon’s ‘Climate Pledge Friendly’ to Make It Easier for Customers to Discover, Shop for Sustainable Products

Cross-Posted from Product, Service & Design Innovation. Label launches with 25K+ products endorsed by team of third-party sustainability certifiers. And Amazon’s new ‘Compact by Design’ certification aims to reduce carbon emissions through increased efficiency and better packaging.

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Enabling Climate-Smart Eating: Lessons from Our Carbon-Labeling Journey

Food choices are motivated by everything from emotional triggers to individual dietary needs and social norms. But information is power. The carbon transparency movement is here, and we hope other brands will join us in hastening its spread. 

Survey: Gen Z Counting on Brands to Help Create a ‘Radically Better Future’

New BBMG-GlobeScan study finds the next generation of citizens is looking for transformative brand leadership, co-created solutions, and radical change for the future they want.

Brands for Good: How the World’s Largest Consumer Brands Are 'Accelerating Culture Change'

A who’s who of field experts, creatives and C-suite leaders gathered at Sustainable Brands’ latest virtual event to share the latest insights, research and progress toward advancing and scaling sustainable consumer behavior and lifestyle changes.

Brands for Good Unveils Groundbreaking Research on Sustainable Consumer Behaviors

Cross-Posted from Behavior Change. The latest Socio-Cultural Trend Tracker research measures consumer progress against adopting 9 sustainable behaviors, the intention-to-action gap for each, and brand trust scores in the time of COVID-19. 

Dr. Bronner’s Campaign Extols Healing Powers of Psychedelic Therapies

The company’s limited-edition “Heal Soul!” label on its 32oz. Castile Liquid Soaps aims to educate the public about these life-saving therapies, and the advocacy organizations and ballot initiatives that are advancing this work.

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