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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.

Holiday Demon ‘Crampus’ Takes Bold Stand Against Period Poverty

New campaign from Public Inc. and PERIOD. is here to #DeckTheStalls across the US and Canada this holiday season.

Building Trust Through Your Sustainability Narrative

We ranked 1K companies on transparency, leadership and connectivity in conveying their sustainability narrative. Here are 4 insights into how global companies are successfully communicating their ESG efforts.

Why ‘Authentic’ Has Been My Word of the Year Since 1983

Cross-Posted from Organizational Change. For organizations ready to embrace the word of the year, here are 3 suggestions for how your organization can embed and bring to life a truly authentic, activated purpose.

Mars ‘Reuses’ Fan-Favorite Ads to Reduce Climate Impacts of Brand Communication

The campaign is aimed at raising consumer awareness by 'reusing' old, iconic adverts and showcasing creative ways to leave a lighter environmental footprint in advertising.

Information Is Power, But Who Decides How Much We (or They) Have a Right to Know?

Among themes addressed on day 3 of this year’s UN Forum on Business and Human Rights: When do tracking of personal data and combating disinformation reach a level which breaches freedom of expression or thought?

CGF, Hellmann’s Keeping Food Waste Top of Mind This Holiday Season

Cross-Posted from Waste Not. The “Between 2 Slices” campaign shows people the myriad ways to turn leftovers into delicious, creative next-day meals with just two slices of bread and Hellmann's mayonnaise.

Anti-Black Friday Movement Continues to Promote Repair, Reuse Over Rampant Consumption

Cross-Posted from Behavior Change. The antidote to the annual shopping frenzy promotes reuse and repair over buying new, and a more mindful approach when we do shop.

Brands Can Play a Unique Role in Bridging Cultural Divides

We tested whether brand-facilitated conversations could decrease the polarization of opinions — and our findings indicate they can.

Getting Consumers to See the Light on Solar

A lot of concerns that remain barriers to more widespread adoption of residential solar can be addressed with relative ease through tailored messaging.

Making a Clean Break from Fossil Fuels

Cross-Posted from Walking the Talk. Collectively, the communications industry can be a catalyst for change; and it’s our hope that we can use our power to focus on climate solutions, clean energy and promoting initiatives that help us carve a just transition and path forward.

California Climate-Disclosure Laws Will Put the Spotlight on Governance

Cross-Posted from Finance & Investment. Let’s use the momentum behind the new mandates to rethink the corporate structures that hold back environmental and social progress.

Coachtopia Turns Waste Into ‘Impeccable Taste’ in New Holiday Campaign

The circular brand’s “Wasty Holiday” campaign highlights the fact that up to 43% more waste is created during the holidays than at any other time of the year.

Student Demand for Low-Impact Meals Increases After Climate-Labeled College Menus

Results from first year of Chartwells Higher Education’s exclusive partnership with HowGood show positive correlations between climate labels on menus and sustainable choices.

Sustainability in Advertising: How Marketers Can Waste Less and Grow More

It’s all about increasing the efficiency of your assets — rather than just adding more stuff to a stack to feel like you are keeping pace. When it comes to both effectiveness and sustainability, less is more.

Redefining the Consumer Experience with SmartLabels

With engagement levels still low, SmartLabels are something of a sleeping giant. So, where’s the tipping point to awaken their full potential? How do we really drive that desire to engage?

For Companies with Authentic Sustainability Pursuits, the Devil’s in the Details

Several discussions at SB’23 San Diego highlighted the importance of achieving total visibility into company operations, relationships, impacts and messaging — to avoid surprises that could hamstring progress.

The Secret Sauce of Storytelling: Bringing the Masses Along on the Road to Regeneration

Final-day keynotes at SB’23 San Diego explored various approaches to turning consumers into collaborators in our efforts to create an ethical, equitable, climate-resilient future for all.

When to Speak, When to Listen: A Brand Guide to Navigating a Divided Society

Another strong thread throughout SB’23 San Diego addressed the tightrope that brands must often walk when working to stay true to their values — and not letting ‘purpose fragility’ rule in our politically polarized world.

Hilton, Oatly Advance Case for Carbon Labeling Food

The vocal oatmilk brand is calling for mandatory climate labeling of food in the UK; and the global hotel chain now has carbon-labeled menus at 30 UK properties.

Eating Your Values: Depoliticizing Alternative Proteins for a Diverse Consumer Base

Studies have shown that urban and liberal-leaning US consumers are more likely to try alternative meat compared to rural and more conservative-leaning demographics. So, crafting messages that appeal to both audiences is vital.