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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Campaigns from Fridays for Future, Universal Music Group Aim to Usher Young Voters to the Polls

Fridays for Future reminds US voters about the real existential threat to our planetary health, while UMG launches new installments of its ‘Use Your Voice’ and ‘Pull Up to the Polls’ initiatives to support voter education and to help get young people to the polls this week.

2 in 3 People May Be Willing to Halve Their Consumption to Help Save the Planet

Cross-Posted from Behavior Change. 68% of people ‘somewhat agree’ they’d reduce their consumption by half to avoid environmental damage and climate change — especially those with worried children at home, according to a new survey. But the gap between aspirations and actions remains wide in all countries.

‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale

Cross-Posted from Behavior Change. COVID reshaped our capacity for collaborative change. We saw that, when people had the right information, they would act accordingly. We must help people understand how to participate in the sustainable economy and what their impact can be. Even more, we must change social norms so that people feel compelled to opt in.

McCain Foods Enters the Metaverse with Regen Fries, Showing Potential of ‘Farms of the Future’

Through collaborations with Roblox and the first NFT-themed restaurant, Bored & Hungry, McCain is providing a fun way to help younger audiences understand the problems with conventional farming and the benefits of regenerative practices.

We Must Be Able to Read the Label: The Imperative of Ingredient Transparency

We believe that increasing the accessibility of information and transparency of ingredients is critical to transforming the cleaning products industry. Tapping into consumer demands for sustainable and trustworthy cleaning supplies will also drive the clarity needed by manufacturers to better understand what is in their products.

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Generating Win-Wins: 4 Key Ingredients of Successful Social-Purpose Marketing

For a purpose-driven business, marketing must transform from traditional advertising to building a social-purpose ecosystem, requiring a fundamental shift in the way marketing is integrated and delivered. In a recent webinar, BCLC, PepsiCo and CLMBR discussed how they are shifting their marketing strategies to accelerate social purpose.

After Formal Apology, Ocean Conservancy Works to Repair Damage Done by 2015 Plastics Report

Cross-Posted from Waste Not. Key recommendations failed to understand plastic pollution from a holistic perspective — placing too much blame on the five most impacted Asian countries and suggesting carbon-heavy options for disposal.

For Sustainable Behavior Change, Brands Must Cut Through the Marketing Noise to the Hearts, Values of Consumers

Cross-Posted from Behavior Change. This week at SB’22 San Diego, over 1K sustainability practitioners have converged to share insights, tools, inspiration and opportunities for collaboration with the goal of building a regenerative future for all. Here, we catch up on the latest insights into enlisting the help of consumers to help brands meet their goals.

Authentic, Verified Information Will Elevate Your Brand’s Climate Credentials

Climate action is increasingly important to incorporate into a brand’s value proposition to customers and consumers. These four steps will enable brand managers to take clear and meaningful actions — which, in turn, can connect with consumers and differentiate products in the market.

Tourism Pledges Expand in Scope, Intention as Industry Reinvents Itself

The success of tourism pledges lies with destinations, not travelers; and for any pledge to be effective, it must be used as part of a destination’s wider sustainable tourism strategy, rather than an isolated destination-management intervention.

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Why Employees Are 12x More Likely to Recommend Purpose-Driven Brands

In a world where the mistreatment of employees, supply chain workers and/or the planet will quickly go public through a social post or a company review, ensure your organization’s internal beliefs and behaviors align with your external actions and communications.

Influencing the Influencers: How to Unlock Mass Adoption of Sustainable Products

We must not only create products that address environmental impact without compromising consumer experience, but also help consumers understand that they don’t compromise when they embrace more sustainable products. How? By influencing our industry’s influencers.

3rd Annual Fairtrade Mural Campaign Reminds Us All to Prioritize a Fair Deal for Farmers

By celebrating the growers behind popular chocolate and tea brands, the murals remind the public to ‘Choose the world you want’ by supporting products and brands that help give farmers a sustainable livelihood.

Connected Products Platform Illuminates ‘Soul’ of Garments by Improving Supply Chain Visibility

Cross-Posted from Supply Chain. By enabling raw material traceability at scale, Avery Dennison’s atma.io helps brands account for varying environmental footprints through more granular supply chain data, and empowers consumers to hold brands accountable to their sustainability promises.

Tomorrow’s Leaders Demand Action on Climate Change

Young people, especially women and people of color, are prepared to work hard to create a more sustainable planet — and they expect brands to join them. A new study identifies the most effective ways for brands to enhance their communications with these important groups.

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Empty Words: US' 47 Largest Carbon-Emitters Fail to Incentivize CEO Pay Based on Climate Performance

Cross-Posted from New Metrics. A new report analyzes the executive compensation packages of 47 of the US’s most carbon-emitting companies. Where climate-related compensation ties were claimed, most were negligible, non-quantitative and lacked specific, climate-related pay incentives.

Strong Roots Continues Mission to ‘Fix the Freezer Aisle’ with Carbon-Labeled Foods

The Ireland-based B Corp joins a growing number of brands aiming to help consumers understand how its products fit into a more climate-conscious approach to eating.

Sainsbury’s ‘Sainsfreeze’ Pop-Up Will Show Brits New Ways to Reduce Food Waste, Save Money

Cross-Posted from Behavior Change. The pop-up will resemble a walk-in freezer with familiar food items frozen in innovative ways to help reduce food waste, keep nearly ‘off’ items fresh for longer and help maximize space — with all foods on display given away for free.

Seventh Generation Launches Comprehensive Framework for Calculating Corporate Climate Impacts

Cross-Posted from New Metrics. “We seek to push the practice of corporate environmental reporting dramatically forward and advance a far more complete vision of authentic climate leadership free of finger-pointing. We consider this report a summons to arms and a call to action both swift and sweeping.” — Chief Impact Officer Ashley Orgain

First-of-Their-Kind Frameworks Raise Bar on Sustainability Transparency of Meat, Alternative Proteins

2 new reporting frameworks from FAIRR and Good Food Institute enable alternative meat, seafood, eggs and dairy companies to more accurately assess their climate, biodiversity, nutrition and other ESG impacts.

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