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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Water Risk Is a Financial Risk: Companies Will Soon Have the Tools to Calculate, Disclose and Mitigate It

Water Risk Is a Financial Risk: Companies Will Soon Have the Tools to Calculate, Disclose and Mitigate It

Cross-Posted from Finance & Investment. For too long, investors have lacked the data and analytics to make well-informed investment decisions around the financial risks of water impacts. That is about to change.

The Role of Brands in Supporting Consumers to Make More Sustainable Choices

Cross-Posted from Behavior Change. Lowering the washing temperature of a laundry load or dish cycle can greatly reduce carbon emissions. But for people to turn down the temperature or select eco-cycles, they must trust that products will still clean with brilliant results — this is where brands can play a crucial role in decarbonization.

The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival

The heat is on — from Greenpeace protesting Cannes to concerned citizens and legislative pressure — for advertisers to make their work count for more than selling more products to the Western world. Here are six key takeaways from this year’s Cannes Lions, and how your campaigns can be and do better.

Creatives for Climate Launching ‘Greenwash Watch’ to Help Radically Reskill the Communications Industry

Launching at Cannes Lions this week, the course is a response to industry professionals’ need to reskill to drive positive change at work: 40% of marketers report lacking relevant sustainability marketing qualifications, despite 76% having been involved in sustainability projects over the past five years.

Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed

Joint research by GfK and the Goodvertising Agency reveals value of 'transformational campaigns that empower consumers, rather than those that tout product attributes.

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AIA Materials Pledge Enables Architects, Designers to Create Spaces Where People and Natural Systems Thrive

Cross-Posted from Product, Service & Design Innovation. The places where we work, play, eat, sleep, learn and heal can have an impact on our wellbeing. And everything from access to daylight and sound levels in a room to material selection and color schemes affects how we experience a space.

Secrets for Effective, Transformative, Authentic, Culture-Changing Brand Engagement

Cross-Posted from Behavior Change. To kick off the final day of Brand-Led Culture Change, attendees were treated to a broad series of examples, from a wide swath of experts, of clever strategies that lead to behavior change.

Fashion Is Still Rife with Greenwashing; But There Is a Bigger Picture for the Guilty Brands

Many would also argue that the fashion industry is not being judged harshly enough and gets away with a lot. But there are steps in the right direction and nuances within sustainability ‘misses’ which, if built on, will generate needed momentum.

Mass Marketing, No More – Effective Brand Communication Must Be Made to Measure

Marketers, this one’s for you: Just a few pearls of wisdom dropped on day two of Brand-Led Culture Change — including understanding and eliminating microaggressions, the secret sauce of shareable content, what matters to each target demographic, and rethinking assumptions of who the ‘sustainable consumer’ could be.

A Riddle, Wrapped in a Mystery, Inside an Enigma: New Insights, Approaches to Brand-Led Culture Change

Cross-Posted from Behavior Change. Creating meaningful consumer behavior change remains a ‘white whale’ for Purpose-driven brands. Here, we hear a behavior-first approach to changing culture, needed paradigm shifts for regenerative leadership, and the latest research on meaningfully connecting with dithering consumers.

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Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands

Cross-Posted from Behavior Change. On day one of Brand-Led Culture Change, brands, retailers, trend watchers and behavioral and cultural design experts examined the role and power of consumer-facing companies to create the socially and environmentally prosperous world we want to live in.

New Traceability Playbook Aims to Accelerate Sustainable Transformation of Fashion Supply Chains

The open-source playbook from TrusTrace, Fashion Revolution and Fashion for Good offers a one-stop guide for fashion brands wanting to fulfill on the new business imperative for transparency.

‘2030 Forecast’ Aims to Promote Climate Literacy, Empower Consumers to Shape Their Climate Future

Weekly emissions data from Sweden’s energy, industry, road transportation and domestic aviation — used to track Sweden’s path towards 2030 emissions-reduction goals — are being displayed on digital billboards throughout Stockholm.

It’s 2022: Are Companies Walking Their Talk on Racial Equity?

Cross-Posted from Walking the Talk. JUST Capital’s 2022 Corporate Racial Equity Tracker reveals progress in key areas; but companies have a long way to go toward implementing meaningful actions that help fundamentally advance racial equity.

Miller Lite, Dr. Eric Cervini Spotlight 10 Iconic Queer Bars in New Guidebook, 'Beers & Queer History'

The book is the latest addition to Miller Lite's Open & Proud program, which works with the Equality Federation to help make the 55K bars across the US that serve Miller Lite more welcoming to the LGBTQ+ community by the end of 2022.

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Recycle Your Plastics, Not Your Visuals: A Modern Marketer’s Guide to Sustainability

By refreshing these assets, matching consumer sentiment and upleveling authentic storytelling, brands can better reflect the increasingly conscious world around them and create stronger connections to audiences yearning to make a difference.

Rhum J.M Offers How-to for Fellow Distillers Seeking Sustainability

Cross-Posted from Walking the Talk. The EDDEN Project highlights the Martinique distillery’s circular and sustainable efforts to date and its roadmap for improvement, as well as advocating for similar commitments from distilleries around the world.

Why Pushing Doesn’t Work … and a Better Way to Change Minds

Cross-Posted from Behavior Change. Sometimes change doesn’t require more horsepower. Sometimes we just need to unlock the parking brake. This book is about finding the parking brakes — discovering the hidden barriers preventing change that are thwarting action and learning how to mitigate them.

AT&T Releases Projections on Climate-Fueled Natural Disasters to Help US Build Resilience

The telecommunications giant hopes the publicly available data can help guide the climate-adaptation efforts of the people and communities it serves.

How Stayfree and UNICEF Have Helped 1.7M Indian Girls Break Taboos Around Feminine Health

Cross-Posted from Our Healthy Lives Mission. Cultural taboos, and lack of information and access to sanitary napkins, mean that menstruation still limits the lives of women and girls in many places. Stayfree and UNICEF developed a series of social and behavior-change initiatives to improve resources and understanding among girls, families and society.

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