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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‘Moms Deserve More’ Flower Store Quantifies What Moms Really Deserve This Mother's Day

The online flower shop’s bouquets — which include The Unpaid Work Bouquet and The Lack of Childcare Bouquet — cost up to $800B, reflecting the true value of mothers' work and the true economic cost of adequately thanking them.

Epicurious Chops Beef to ‘Encourage More Sustainable Cooking’

Cross-Posted from Behavior Change. The web's most award-winning food site is encouraging home cooks to expand their culinary repertoires and embrace less resource-intensive menu options.

Are you ‘Looped In’? Circular Economy Leaders Share Their Latest Solutions

Cross-Posted from From Purpose to Action: Building a Sustainable Future Together. In Dow’s ‘Looped In’ series, Global Sustainability Director Jeff Wooster talks with circular economy advocates from major brands to discuss promising initiatives and partnerships, and what we can learn from the results.

Allbirds Is Giving Away Its Carbon Footprint Calculator to the Fashion Industry

Cross-Posted from Walking the Talk. In a call to action to the fashion industry, Allbirds is open-sourcing its proprietary tool to enable wider industry action to increase transparency and accountability for the often-dirty business of fashion.

Corporations Standing Up for Voting Rights: Not Politics, Just Smart Business

Cross-Posted from Walking the Talk. It’s becoming more common for companies to put their weight behind a range of urgent social issues. This isn’t about partisanship or “wokeness” — it’s about the core values held by many Americans and a desire among forward-thinking corporate leaders to prove they share them.

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How to Effectively Visualize Sustainability in Our New, More Empathetic World

There is an urgent need to move the visual language of sustainability forward, so being able to represent both technological and societal progress is key.

P&G, Dove Push for More Equitable Representation in Media

The two companies are putting their money where their mouths are when it comes to increasing inclusion, both in their messaging and in the media at large.

Breakthrough: 7 Unlocks to Scaling Healthy and Sustainable Living

Cross-Posted from Behavior Change. So, what’s still preventing consumers from living more in line with their values? GlobeScan has identified seven critical “unlocks” to help consumers to change their behaviors, and start aligning their lifestyles with their values and aspirations.

Dow Unwraps Packaging Science, Sustainability Topics with New Podcast

Cross-Posted from From Purpose to Action: Building a Sustainable Future Together. "Plastics Unwrapped" provides savvy brands an insider’s look into some of the latest innovations in recyclable plastics, and tackles complex and fascinating science and sustainability questions.

Netflix Commits to Net Zero by 2022, Better Representation Onscreen and Off

Netflix’s new goals include achieving carbon neutrality by 2022. The company also revealed impressive stats behind viewer interest in sustainability-themed programming; and pledged to achieve more balanced representation of underrepresented communities, both on- and offscreen.

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What Gets People to Act: Doom and Gloom or Rainbows and Sunshine?

The negative framing that accompanies “traditional” climate communications risks turning people off, but exclusively positive framing has its own issues. Long story short, we need both. Here are a few tips for choosing the right one.

Giving Up Meat = Healthy Living = Healthy Planet. Are We at a Dietary Inflection Point?

Cross-Posted from Behavior Change. The growing appetite for a shift away from meat-based diets is good news for addressing a range of health and climate issues. But business has a critical role to play in making the transition as affordable, accessible and delicious as possible.

Budweiser Is Turning All Beer ‘Green’ on St. Patrick’s Day, Calling on Industry to Do the Same

On March 17, Budweiser will purchase renewable energy credits equivalent to the estimated electricity needed to brew every beer in the US in a single day.

Klarna: Can ‘Buy Now, Pay Later’ Be Used for Good?

Cross-Posted from Finance & Investment. It is easy for people with money to write off services such as these for those who don’t have it, but there is a massive opportunity for Klarna to rewrite the rules of ’buy now, pay later’ and create genuinely positive impacts.

It’s Time to Break Free from Sustainability’s Ivory Tower

One major reason that most sustainability writing is bad is that it’s written by a microscopic number of smart people who think and talk the same way, unintentionally excluding the bulk of audiences that need to be spoken to.

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Unilever Redefining ‘Normal’ with New ‘Positive Beauty’ Strategy

Unilever is eliminating the word “normal” from all of its beauty and personal care brands’ packaging and advertising, championing a new era of beauty that is equitable and inclusive, as well as sustainable.

Healthy People, Healthy Ocean: How Conscious Consumers Are Helping Build a More Sustainable Seafood Sector

Cross-Posted from Behavior Change. Recent research shows that people’s awareness of the link between their personal wellness and that of the environment has increased. How can simple solutions make a big impact? When it comes to food, we need to make it easy for people to make smart, sustainable choices.

SB’21 Trend Watching: Brands’ Role in Reshaping the World in 2021 and Beyond

Cross-Posted from The Next Economy. At SB’s latest Trend Watching event, experts across a variety of fields and industries offered insights into how purpose-driven brands can effectively activate on everything from marketing to effective leadership to climate justice in our post-pandemic world.

For Those Still Wondering About the Business Case for Purpose …

Cross-Posted from Business Case. In its latest research to understand consumer expectations of responsible brands, Porter Novelli used social psychology to unpack why consumers prefer Purpose-driven brands — and the importance of strong storytelling to complement sound business strategies.

Bad Sustainability Writing Is Everywhere, and It’s a Problem

The proliferation of ineffective communications is holding sustainability back in its most critical decade. There is no more time for boring, beige writing. We need language that teaches, convinces and inspires — before it’s too late.

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