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.
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.
Majority of US Consumers Say They Will Pay More for Sustainable Products
A recent survey of over 1,000 US adults revealed striking evidence that two-thirds (66%) are willing to pay more for sustainable products, despite a growing gap in consumer trust of corporations.
5 Principles of Trustworthy ESG Data
Without established goals, ongoing monitoring and disclosure for accountability, progress will never be made. Organizations can instill trust in their ESG data by ensuring it’s on 'TRACK.'
Amid Peak Fire Season, Coors Banquet Launches ‘Protect Our Protectors’ Program Benefiting Firefighters
Proceeds from limited-edition Coors Banquet stubby bottles and a collaborative capsule collection with clothing brand Brixton benefit the Wildland Firefighter Foundation.
How to Build a Whole Brand — and Why You Want to
Holistic thinking has a positive impact on a brand’s market share and ensures it stands on the right side of history. Brands that solely rely on marketing will be severely disadvantaged, especially as more and more consumers choose brands that align with their values over ones that don’t.
Crafting Transparency: Why Your Marketing Team Should Work Alongside Your ESG Team
When companies miscommunicate sustainability information, there is usually no malicious intent but poor internal communication. Your marketing team will want to shout from the rooftop how sustainable your business is; but in a rush to do so, it can harm your brand — the very thing they have vowed to protect.
Behemoths and B Corps: Multinationals’ Role in the Stakeholder Economy
Cross-Posted from Walking the Talk. Several global brands have now achieved B Corp certification, leading some to criticize certifier B Lab for abandoning its original mission: Making business a force for good. But, as advocates point out, welcoming multinationals into the B Corp family is a logical step in scaling systemic change.
How Can We Direct Consumers Toward More Impactful Sustainable Behaviors?
Cross-Posted from Behavior Change. Research from Sustainable Brands and Ipsos reveals a global misperception on the most impactful sustainable behaviors — with a belief that recycling will yield bigger benefits than eating plant-based diets, increasing energy efficiency, and 58 more impactful choices.
New eCommerce Platform Will Decrease Supply Chain Opacity, One Purchase at a Time
Cross-Posted from Supply Chain. Neuterra enables consumers to make data-driven purchasing decisions and helps brands gain valuable insights on sustainability trends, with the goal of revealing the true cost of consumption and taking an intersectional approach to addressing the climate crisis.
Water Risk Is a Financial Risk: Companies Will Soon Have the Tools to Calculate, Disclose and Mitigate It
Cross-Posted from Finance & Investment. For too long, investors have lacked the data and analytics to make well-informed investment decisions around the financial risks of water impacts. That is about to change.
The Role of Brands in Supporting Consumers to Make More Sustainable Choices
Cross-Posted from Behavior Change. Lowering the washing temperature of a laundry load or dish cycle can greatly reduce carbon emissions. But for people to turn down the temperature or select eco-cycles, they must trust that products will still clean with brilliant results — this is where brands can play a crucial role in decarbonization.
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival
The heat is on — from Greenpeace protesting Cannes to concerned citizens and legislative pressure — for advertisers to make their work count for more than selling more products to the Western world. Here are six key takeaways from this year’s Cannes Lions, and how your campaigns can be and do better.
Creatives for Climate Launching ‘Greenwash Watch’ to Help Radically Reskill the Communications Industry
Launching at Cannes Lions this week, the course is a response to industry professionals’ need to reskill to drive positive change at work: 40% of marketers report lacking relevant sustainability marketing qualifications, despite 76% having been involved in sustainability projects over the past five years.
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed
Joint research by GfK and the Goodvertising Agency reveals value of 'transformational campaigns that empower consumers, rather than those that tout product attributes.
AIA Materials Pledge Enables Architects, Designers to Create Spaces Where People and Natural Systems Thrive
Cross-Posted from Product, Service & Design Innovation. The places where we work, play, eat, sleep, learn and heal can have an impact on our wellbeing. And everything from access to daylight and sound levels in a room to material selection and color schemes affects how we experience a space.
Secrets for Effective, Transformative, Authentic, Culture-Changing Brand Engagement
Cross-Posted from Behavior Change. To kick off the final day of Brand-Led Culture Change, attendees were treated to a broad series of examples, from a wide swath of experts, of clever strategies that lead to behavior change.
Fashion Is Still Rife with Greenwashing; But There Is a Bigger Picture for the Guilty Brands
Many would also argue that the fashion industry is not being judged harshly enough and gets away with a lot. But there are steps in the right direction and nuances within sustainability ‘misses’ which, if built on, will generate needed momentum.
Mass Marketing, No More – Effective Brand Communication Must Be Made to Measure
Marketers, this one’s for you: Just a few pearls of wisdom dropped on day two of Brand-Led Culture Change — including understanding and eliminating microaggressions, the secret sauce of shareable content, what matters to each target demographic, and rethinking assumptions of who the ‘sustainable consumer’ could be.
A Riddle, Wrapped in a Mystery, Inside an Enigma: New Insights, Approaches to Brand-Led Culture Change
Cross-Posted from Behavior Change. Creating meaningful consumer behavior change remains a ‘white whale’ for Purpose-driven brands. Here, we hear a behavior-first approach to changing culture, needed paradigm shifts for regenerative leadership, and the latest research on meaningfully connecting with dithering consumers.
