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.

Topic Channel Sponsored By
Advertisement
JUST Capital, Forbes Name America's Most JUST Companies for 2018

JUST Capital and Forbes today released the 2018 list of America’s Most JUST Companies, an annual ranking of the 1,000 largest publicly traded US corporations on the issues Americans care about most, including fair pay and good benefits, customer treatment and privacy, beneficial products, environmental impact, job creation, and community support in the US and abroad, as well as ethical leadership and long-term financial growth.

The Gen Z Breakthrough Brands and Why They Love 'Em

What Gen Z want from brands is the new Holy Grail for marketers — you only have to look at the myriad surveys and reports published recently that seek to analyze their preferences and intentions. This obsession with Gen Z is understandable — after all, this new generation of consumers already are two billion strong and have a combined $44 billion in purchasing power.

WWF Calls on Corporates to Implement Credible Mining Certification

WWF Germany recently published a report, Boom in Raw Materials: Between Profits and Losses, which offers one of the first concrete rebuttals from a major environmental group against the notion that industry actions alone are enough to move the global industrial mining sector towards greater responsibility.

Nat Geo's Susan Goldberg on Creating a Picture of Diversity

National Geographic has kept pace as the country’s demographics rapidly shift and the cultural definition of immigrants, identity and families continues to evolve, having recently launched a year-long series dedicated to exploring “Diversity in America.” With national conversations on race, immigration and diversity front and center, Susan Goldberg, Editor-in-Chief and Editorial Director at National Geographic Magazine and National Geographic Partners, spoke with MediaVillage about why it was time to take stock of these issues and how that might be done.

Iceland's Banned Ad Had the Potential to Democratise Sustainability

The news last week that the Christmas advert from Iceland — a UK supermarket chain specializing in frozen food — has been banned is a bad decision. Iceland’s advert — a repackaging of a short, animated film by Greenpeace released earlier this year with a powerful, consumer-friendly sustainability message — shows a brand that is trying to do good work by improving its impact on the world.

Advertisement
Celebrities as Social Entrepreneurs: What the Trend Means for You

A growing roster of celebrities are no longer satisfied with endorsing corporate products, instead creating (or at least investing in) their own. Think George Clooney, Dr.

'Earth Day Every Day': 4 Tips for Successful Corporate Activism

Companies have long run sustainability initiatives that exclude customers. To be fair, these companies have donated a percentage of profits to charities, volunteered employee time, reduced emissions, cleaned up supply chains, and much more. However, their customers have been on the sideline, sometimes aware but not personally engaged. Through corporate activism, brands can change this dynamic and make customers partners in their most meaningful sustainability initiatives. Here are some tips based on brands that have used it successfully.

How to Communicate Diversity and Inclusion When You Aren't Quite There Yet

While sustainability and citizenship mean different things to different people, these terms are most commonly associated with a company’s impact on the external world, focusing heavily on social and environmental initiatives. However, businesses can do a lot of good (for the world and their bottom line) by equally focusing internally, on such things as their diversity and inclusion practices.

To Market Sustainability, Focus on What Consumers Love, Not What They Hate

Early marketing for products promising sustainability was all about what they “weren’t.” Tofurky wasn’t meat. Soy milk wasn’t dairy. Solar wasn’t coal. Positioning against the negative helped companies attract consumers who were revolting against the polluting impacts of standard manufacturing practices and products. But doing so ignored what potential customers still wanted, whether a product was sustainable or not: delicious taste, high performance, reliable quality and comfort, and overall satisfaction. Consider the ominous ads for the first Prius, which started running in 2001. The only virtue they extolled was fuel efficiency, and portrayed oil drills as monsters.

Urban Brand Utility: Impact Branding for the Urbanising Century

The brand communications crisis is not an urban legend, albeit just as scary Between 2001 and 2002, Brazil went through its largest energy crisis. The lack of infrastructure planning combined with economic growth forced the Government to ration the energy supply from its main urban centres, for intermittent periods of time. Back then, as a student living in São Paulo, I remember streets darkening as the sun went down. In one of those evenings, walking back home from university, two men driving a motorcycle stopped right in front of me. One of them jumped off the bike and before I knew it, he hit me on the head with the back of his gun and stole my backpack.

Advertisement
Study Sees Progress Towards More Robust Reporting on Global Issues

Today, the World Business Council for Sustainable Development (WBCSD) and British creative consultancy Radley Yeldar released the sixth edition of Reporting matters — WBCSD’s annual review of member companies’ sustainability and integrated reports.

Activating Community: How Box Inspired Real-Time Digital Social Impact

How do you get a community to take immediate social action when you have just a handful of minutes onstage? This question doesn’t get asked often — or sound plausible — because most organizations have created an imaginary line between things that happen in ‘real life’ and things that happen in ‘digital life.’ At conferences, keynote speakers make their pitch for social action and hope, against the odds, that attendees will remember to donate to causes or email their lawmakers later.

140 US Companies Band Together to Rally More People to the Polls

Companies across the US have banded together to support the Time to Vote campaign, a nonpartisan effort led by CEOs aimed at increasing voter participation.

Your 2020 Sustainability Goals: How's That Going, By the Way?

As of the writing of this article, the year 2020 is a mere 450 days away. Can you believe that? 450 days! For the sustainability community, 2020 is a particularly important date: 2020 Sustainability Goals have become highly fashionable; unless you have been living under a rock, you are familiar with phrases such as “20 percent reduction [insert carbon, energy, waste, water, etc] by 2020.”

Carrefour, J&J Among Top Honorees at 3rd Annual D&AD Impact Awards

Leading figures from the worlds of business, advertising, design and philanthropy gathered in New York City this week to honor the best in creative work creating a real social impact at the third annual D&AD Impact Awards. D&AD Impact celebrates creative campaigns that contribute towards a better and more sustainable future. In total, 76 D&AD Impact Pencils were awarded to campaigns, projects and products addressing some of the most pressing issues in the world today.

Advertisement
While McDonald's Burgers Get More Real, Chipotle Reminds Us It's Been 'Real' All Along

McDonald’s USA has announced that its seven classic burgers are now free from artificial preservatives, artificial flavors and added colors from artificial sources. The ingredient changes affect all 14,000 U.S. restaurants, marking this the next major milestone in McDonald’s food journey and another way the fast food giant aims to help customers feel good about its food.

The Swoosh Heard 'Round the World

Taking a knee made Nike stand up. As brand activism becomes commonplace — even expected — it’s an optimal moment to unpack the factors that spur companies to stand up for something that matters.

More Americans Staying Informed; Increasing Scrutiny of Business, Government

More and more Americans are seeking information about corporate social and environmental responsibility, particularly from news coverage, according to the ninth annual Sense & Sustainability® Study, released Wednesday by G&S Business Communications. The opinion poll was conducted online by YouGov for G&S in August 2018 among 2,659 U.S. adults.

On 30th Anniversary of 'Just Do It,' Nike Puts Kaepernick Where Its Mouth Is

Nike’s 30th anniversary edition of its iconic “Just Do It” campaign, released this week, features embattled football star Colin Kaepernick, in a move practically designed to stir up controversy — but which ultimately aligns perfectly with Nike’s ethos of living courageously.

Your Key to Positive Impact: The 4 Generations Principle

Why are light switches in design hotels impossible to find? Why are our oceans drowning in plastic? How to find more satisfaction in your work? How to make your business a force of good? And how do we connect these seemingly unconnected questions? Let's see how a “4 generations principle” can contribute.

Advertisement
Have Sustainable Brands delivered right to your inbox.
We offer free, twice weekly newsletters designed to help you create and maintain your company's competitive edge by adopting smarter, more sustainable business strategies and practices.
Copyright ©2007-2019 Sustainable Life Media, Inc. All Rights Reserved.
Sustainable Brands® is a registered trademark of Sustainable Life Media, Inc.