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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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To Be an Anti-Racist Brand: Start by Being Aware, Additive and Alive

Cross-Posted from Walking the Talk. The next frontier of sustainability is regeneration — building brands that actively restore and renew a system. And that’s as true for our systems that continue to allow racial injustice as for our environmental ecosystems.

How Amazon Is Scaling Conscious Consumerism by Partnering with Brands, Certifications

The e-commerce giant is working with over 20 product-certification partners to deliver product-specific sustainability information to shoppers through its Climate Pledge Friendly program.

Corporate Political Responsibility: The Missing Link in Companies’ ESG Strategies

Cross-Posted from Walking the Talk. The disconnect between many companies’ public sustainability ambitions and their non-public lobbying efforts can no longer be excused. The Erb Institute’s Corporate Political Responsibility Taskforce is helping companies connect the dots.

7 Tips for Engaging Consumers on Circularity

If consumers are to embrace sustainable products en masse, they need better information to be able to make an informed choice — and this is where marketeers have a vital role to play.

Climate Was the Big Loser in This Year’s Super Bowl – and So Were We

Super Bowl LV wasn’t a year in which brands showed leadership with their sustainability messaging; but after the divisiveness, the climate emergency and the rampaging health crisis of 2020, it was a relief to have a laugh.

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What Would You Do with $6M? Quantifying the Social Impact of a Super Bowl Ad

Reaching 100 million people at once comes at a high cost — but the sticker price of a Super Bowl ad comes with deeper implications, both for brands and society. What if that money was used for good?

#WhoMadeMyClothes: Transparency Has Become a Fashion-Industry Imperative

Cross-Posted from Supply Chain. When it comes to one of the world’s most polluting and exploitative industries, more and more consumers are demanding transparency. We have the technology to deliver end-to-end transparency and to support the reinvention of the fashion industry.

Why We Tell the Stories Behind Sustainable Products

Telling the stories of the people and forests behind FSC-certified products deepens consumers’ connections with the brands, and demonstrates the impacts of responsible sourcing. We expect this is just the beginning, due to the clear signals of consumer demand for these stories.

EVERFI Launches Black History Month Challenge to Promote Youth Education on Race, Equity

The company’s latest digital learning initiative aims to inspire students and spark critical conversations and learning around race and equity, year-round.

Study: No Brand Is Immune to Cancel Culture, But Purpose Helps

The explosion and proliferation of social media has given power to the masses to share their opinions about brands — and sway others’ opinions in the process. But 73% of those surveyed said they’re less likely to cancel a purpose-driven brand.

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Benchmarks vs. Actual Data: Balancing Accuracy, Effort in GHG Reporting

Here, we discuss how companies — particularly larger, multi-facility enterprises — can ensure they are getting an accurate picture of their energy usage and GHG emissions.

Digging Deeper Into Marketing’s Purpose Pivot

Once your purpose is in everything you do, it becomes an indelible part of the customer experience. By attracting customers who believe society is better off if they do business with your company, you can create a social movement around your brand.

2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns

2020’s winners cover topics ranging from calculating product carbon footprints, regenerative farming, healthier food and reusable packaging to DEI, supporting businesses during COVID and more.

With Tomorrow's Air, Travelers Can Help Remove Carbon from the Atmosphere

Cross-Posted from Behavior Change. The world’s first carbon-removal collective for the travel industry offers climate-clever travelers and small businesses the ability to contribute directly to carbon removal and storage.

Complementary Studies Provide Glimpses into Consumers’ Minds During Most Difficult Year in Modern History

Amidst the uncertainty of the world in a global pandemic, two key pieces of 2020 research offered hope and optimism about what purpose-driven brands can achieve in 2021 — buoyed by new attitudes, opinions, and desires from consumers.

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New Campaign Supports Mental Health, Tells 2020 How We Really Feel About It

Social impact agency Public Inc. has launched a digital campaign in support of mental health — and a bitingly funny, cathartic send-off to acknowledge the dumpster fire of a year we've all had.

2020’s Top 10 Trends in Purpose — and What They Could Mean for You in 2021

Cross-Posted from Walking the Talk. In the midst of all the unrest and uncertainty, where did we see innovation, progress and possibility in 2020? Porter Novelli analyzed a year’s worth of Purpose-driven news, activities, campaigns and announcements; and distilled our 10 need-to-know trends for today and tomorrow.

Certifying Private-Label Brands Leads to 200% Increase in Farmer Premiums

Cross-Posted from Supply Chain. Countless studies have shown companies no longer need to choose profits over people; valuing people and sustainability is profitable. Consumers vote every day with their dollars and are rewarding the brands that embed sustainability into their ethos.

3 Lessons for Brands on How to (Credibly) Drive Social Change

The most creative marketers bring their passion to help brands drive positive change. But what does that actually look like? Here are three key takeaways for marketers looking to stay relevant in a changing world, and take a stand for good. 

McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate

Cross-Posted from Organizational Change. To be effective, sustainability and purpose work should create positive business change, not positive media stories. They are management tools, not PR initiatives. So, should brands stop communicating until they’ve got something concrete to say?

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