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.

Comms Industry Alliance Calls for ‘Responsible Communication’ to Become 18th SDG

The Global Alliance for PR and Communication Management calls on global leaders, policymakers and stakeholders to recognize the critical importance of responsible communication in achieving a sustainable future — and outlines a multi-pronged approach toward achieving a proposed SDG 18.

What Consumer Data Can Tell Us About the Future of Sustainability

While the values-action gap still exists, consumer research helps organizations understand their audience motivations and who is buying their product, or expand their audiences to growing numbers of sustainability-conscious shoppers.

Ironic, Understated Campaign Attracts Viral Interest in Visiting Oslo

VisitOSLO’s new, viral campaign downplays its city’s appeal with dry humor and an understated production style — and highlights a growing trend in values-driven tourism marketing.

‘Greenhushing’ Diminishing Returns for 58% of US’s 100 Biggest Companies

New report asserts that businesses that aren't transparent on their ESG progress, for fear of greenwashing, are missing opportunities for investment and gaining credibility with consumers.

When We Look at the Future of Our Industry, We All Lost in Cannes

If we are to safeguard advertising’s legitimacy, we must address our image problem. It’s time we apply our collective creativity to solve our (industry’s) biggest challenges.

The Climate Communication Playbook: Establish Trust to Maximize Impact

The most meaningful climate-communication strategies create an avenue for conversations rooted in hope and action. Embrace this opportunity to educate and build trust by aligning your message with your values and contributing to a positive cultural commentary.

Free Guide Aims to Help Agencies Eliminate Greenwashing

Creatives for Climate’s ‘Anti-Greenwash Guide’ is designed to help ad and communications agencies comply with the latest greenwashing laws, and principles to guide them away from misleading and unsubstantiated sustainability-related claims.

New Framework Enables Advertisers to Measure Media Carbon Emissions

Ad Net Zero has launched the first standardized, industry-wide measurement framework to help advertisers and their partners understand and act effectively to reduce the carbon impact of their media plans.

Latest Ban on ‘High-Carbon’ Ads Shows Appetite for Clean-Energy Transition

Cross-Posted from Walking the Talk. Edinburgh’s recent ban on ads for fossil fuels and other high-carbon products exemplifies a desire to shift those ad spaces toward cleaner, more viable alternatives and ads that promote low-carbon behaviors.

Awareness of Tourism’s Impacts Requires a Rethink of Marketing’s Function

Tourism marketing has largely centered around traveler desires such as pleasant weather and low prices. Now, it must also consider how travelers’ presence impacts locals, the local economy, wildlife and the natural environment.

Engaging with LGBTQ+ Consumers Offers Brands Both Risk and Reward

As brands grapple with their position on LGBTQIA+ issues and building inclusivity and diversity across their businesses, the latest Outvertising Consumer Report offers plenty of advice for being more effective.

Gen Z Becoming More Skeptical of Influencers, Sustainability Messaging

New survey of Gen Zs in the US and Canada suggest a growing distrust of influencers; and while sustainability is still a consideration when purchasing, budget, price and brand authenticity are paramount.

Want to Improve Your Company’s Bottom Line? Talk About Periods

Period shame is rooted in gender inequality. As we continue to work to un correct this, we can catalyze public-private partnerships that positively impact menstrual health and girls’ self-esteem while driving economic benefits.

Communicating Sustainability: Supplier-Brand Partnerships Can Make All the Difference

The “right” messaging will always involve being clear, specific and transparent — but learning which words and claims will meet consumers’ expectations, build their trust and inspire their purchases will require research best done through collaborative partnerships.