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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Nat Geo to Kick Off Its First Earth Week with ‘Before the Flood,’ ‘Years of Living Dangerously’ Premieres

Beginning Sunday, October 30, climate change will take over primetime on National Geographic. The channel has announced it will host its first-ever Earth Week, which will air six straight days of primetime programming dedicated exclusively to climate change in 171 countries and 45 languages.

Novelis, Discovery Education Launch New Program to Inspire the Next Generation of Recyclers

Aluminum roller and recycler Novelis has teamed up with digital content provider Discovery Education on an all-new aluminum recycling education program, "Life of a Can - A Never Ending Story." The program is intended to empower students to make a positive environmental impact through standards-aligned lesson plans and interactive classroom activities focused on Science, Technology, Engineering and Math (STEM).

Inspiring New Brand Campaigns: The Process Behind Successful Consumer Engagement

Jaclyn Murphy, Director of Brand Purpose at Edelman, opened an inspiring session on Wednesday afternoon where brand purpose was made tangible in four brands - Arla Foods, Unilever, BT and Neste - that shared their experience and insights about how they are working to engage consumers in their purpose and get them involved in creating a change.

Chipotle’s New Videos Highlight Food Safety, Quality Ingredients

On Tuesday, Chipotle celebrated National Taco Day by launching new chorizo tacos, but some have speculated that the promotional release might just be one more way the Tex-Mex chain is trying to regain customers following multiple food-safety scares last year.

How to Go Beyond Brand Purpose and Unlock New Relationships with Consumers

Consumers are expecting a new dynamic in the relationship they build with brands. The team from Edelman gathered a full room at Wednesday’s lunch time session to unveil the breakthrough ‘2016 Earned Brand’ research study for the first time. The purpose-centric data surveyed 13,000 consumers in 13 countries about their interaction with their favorite brands.

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How to Prove Skeptical Stakeholders Wrong on the Road to Fulfilling Your Brand Purpose

“Purpose is like Pokémon - everybody is chasing it and nobody knows why,” “Mr. Goodvertising,” Thomas Kolster, mused at the start of the Tuesday morning plenary session at SB’16 Copenhagen. Articulating purpose is central to modern branding. And in a world where the majority of market value is drawn from intangible assets, “brand is king,” Kolster said.

Imagine Yourself on Top of an Offshore Wind Turbine …

On Tuesday morning, over breakfast at SB’16 Copenhagen, Filip Engel, head of DONG Energy Group Sustainability, and Ryan Bell from VRScout showed us virtual reality’s (VR) transformational power in sustainability communication. Modern energy companies have their share of challenges, as Engel told us.

Forget Inspiration: Successful Movement-Making Requires Appealing to Consumers’ Aspirations

“The sustainability movement has been slowly gaining momentum, but I think we would all agree that it isn’t moving fast enough and the world we live in can’t afford for us to continue moving at the current pace.”

Our Use of Eco-Labels Is Set to Soar – For Products, Brands ... and People?

Certification, standards and labels have long provided an effective mechanism for raising awareness around a range of sustainability issues – from deforestation and overfishing, to carbon reduction and energy efficiency.

Forget Video Snacking: Longer Brand Stories Are Hitting Home

How can a brand or a company cut through the noise of our modern media landscape and truly connect with a short-attention span public about the social and environmental issues it really cares about? Documentary film might not seem the obvious solution, given that the medium demands an audience’s full attention for a good chunk of time. Increasingly though, marketers are turning to documentary storytelling to cut through all that social media noise and tap into a growing consumer demand for content that isn’t simply a throwaway video snack.

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How Framing Sustainability as Strength Can Help Win Male Audiences

Are traditional gender norms of “manliness” slowing the advancement of the sustainable economy? Turns out, they might, according to new research in the Journal of Consumer Research. But while prior research attributes this gender gap in sustainable consumption to personality differences between the sexes, the new study proposes that it may also stem partially from a prevalent association between "green" behavior and femininity, and a corresponding stereotype — held by both men and women — that sustainable consumers are more feminine.

AT&T Reminds Drivers They’re Never Alone on the Road in Latest Ad

When your smartphone receives a message or a call while you’re driving, do you answer it? For most (64 percent of) Americans, the answer is yes – but only if they’re driving alone. Interestingly, only 36 percent look at their phone screens with passengers in the car and just 30 percent do so if there is a child in the car. But as AT&T’s latest ad demonstrates, even if you’re alone in your car, you’re never alone on the road.

Study: Many Consumers Willing to Pay More for, Switch to Completely Transparent Brands

A new study reveals that consumers’ demand for product transparency is on the rise – overall, they desire more product information and are inclined to be more loyal to brands that provide more detailed insights. About 40 percent say they would switch to a new brand if it offered full product transparency, and 81 percent say they would consider a brand’s entire portfolio of products if they switched to that brand as a result of increased transparency.

UNDP About to School China on Significance of SDGs

With about one-fifth of the world’s population, China has the ability to significantly contribute to the success of the United Nations’ (UN) Sustainable Development Goals (SDGs). The country made impressive strides in pursuit of the Millennium Development Goals, particularly in poverty alleviation, and is well-positioned to build on that progress in the post-2015 development agenda despite the challenges it will undoubtedly face.

Celebrities, Consumers Share Selfies to Donate Fresh Produce to Communities in Need

The number of Americans with limited access to fruits and vegetables has climbed to nearly 30 million. In other words, the ‘food desert’ crisis affects roughly one in every ten people in the United States.

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UK's Largest Food Producers Giving Brits an Inside Look at How Their Favorite Foods Are Made

Growing consumer demand for healthy, responsibly produced food is leading more and more big food companies to embrace transparency, simplify their product formulas and highlight the integrity of their foods: Examples include Campbell’s and Chipotle, which both launched ‘what’s in my food’ campaigns in the past year; Panera,

Health Charities Campaigning to Ban All Food, Drink Advertising to Kids in Canada

Canadian health charities are teaming up to battle the problem of childhood obesity in a way that the food and beverage industry is not going to like. More than ten organizations have joined the Stop Marketing to Kids Coalition, including some of Canada’s largest and most influential health charities, to campaign against advertising junk food to children. And to avoid the risk of unhealthy products pretending to be healthy – they’re pushing for a complete ban on all food and beverage advertising aimed at people age 16 and younger.

Would You Swipe Right for a Monkey? The Body Shop Trials ‘Gorilla’ Marketing on Tinder

This month, Canadians may have noticed that The Body Shop has been monkeying around on the dating app Tinder. The brand has created a profile for Reggie, a Red Shanked Douc monkey from Vietnam, as part of a new ‘gorilla’ marketing initiative to promote its new Bio-Bridges program. Since it was announced in May, the program has been promoted through the ‘Help Reggie Find Love’ campaign, online and in-stores. The playful campaign is intended to raise awareness around the challenges that monkeys and other endangered species face in living safely and finding a mate.

Bill to Create Federal GMO Labeling Standard Sails Through House

After passing the Senate last week, a bill proposing a federal labeling standard for foods with genetically modified ingredients - and blocking states from creating their own standards - sailed through the US House of Representatives on Thursday, and is now on its way to President Obama. The bill, which passed by a landslide 306 to 117 vote, directs the U.S. Department of Agriculture to create a national labeling standard that allows food producers to choose how they want to disclose the presence of genetically modified ingredients - manufacturers will be able to use text, symbols or a QR code that consumers must scan with a smartphone to relay the information.

Beer Giants Increasing Transparency Around Ingredients, Nutrition Information

This week, the Beer Institute announced a new initiative to encourage its member companies to display specific consumer information on products, packaging or websites.

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