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.
Mayo x Mayo: Hellmann’s, Jerod Mayo Team Up During the Big Game to Tackle Food Waste
Cross-Posted from Behavior Change. In Hellman’s newest Super Bowl spot, former football player and current coach, Jerod Mayo, shows would-be home food-wasters how they can ‘make taste, not waste.’
‘Toxic Tours’ Shed Light on Communities Most Affected by Petrochemical Pollution
New platform from Break Free from Plastic explores the hardest-hit frontline communities in the world, from India to Ohio. After hearing each story, viewers can choose to view another location, or take actions designed to make local and global impact.
Is There a Secret Recipe for Successful Consumer Climate Communication?
It’s true what they say: The way to someone’s heart is often through their stomach. A new WRI study suggests that carefully reframing menu language can successfully nudge diners toward more climate-friendly food options.
5 Ways to Turn Your Purpose into a Competitive Advantage
An intentional purpose will be unique to every company — based on your history, culture and the role you play in your customers’ lives. But, based on our interviews with leading purpose-led companies, here are five common themes that can inspire your own ‘purpose advantage.’
Tony’s Chocolonely Aiming to Spark Further ‘Conversation’ with UK Chocolate Lovers
The ethical chocolate maker has released three ‘Conversation Bars’ — available exclusively online and at Waitrose through January 25 — designed to provoke discussion around systemic issues in the chocolate supply chain.
How Brands and Retailers Can Collaborate to Activate Sustainability, Drive Growth
Cross-Posted from Behavior Change. Why are so few brands and retailers partnering to communicate their sustainability attributes at the moment of truth — when shoppers are in the right mindset to buy? A new guidebook offers 10 guiding principles and many inspirational examples to help guide brands and retailers through the process.
Music Industry Heavyweights Pledge Collaborative, Coordinated Climate Action
Cross-Posted from Collaboration. The Music Climate Pact marks a significant step in aligning the global music business around a coherent and industry-coordinated strategy — and unify existing climate initiatives.
Potty-Mouthed Campaign Raising Awareness of Lack of ‘F*ing Water’ for Canada’s Indigenous Communities
Public Inc’s latest social-justice outcry, in collaboration with First Peoples Group, shines light on lack of government action to address insufficient access to clean water in nearly 70 Indigenous communities across Canada.
Tony’s Chocolonely: The Advent of More Teachable Brand Moments?
“Tony’s has done a great job of raising awareness of an important issue; and there is a real risk that the overriding message that will be left, once the dust settles, is one of a brand getting it wrong — and that could undermine all of the important messaging that Tony’s tries to share through its purpose.”
Purpose & the Stakeholder Factor: 10 Trends for 2021 and Beyond
Cross-Posted from Walking the Talk. To capture the top trends of 2021, Porter Novelli reviewed and analyzed a year’s worth of Purpose-driven and stakeholder news, activities, campaigns and announcements to deliver the latest in stakeholder intelligence. Here are our 10 need-to-know trends for today and tomorrow.
Synergizing ESG Data Collection Improves Reporting, Performance
Nasdaq OneReport helps companies position themselves for current and future ESG-related work — whether regulatory or voluntary — to help align overall goals and outcomes across organizational departments and roles.
Growing Anti-Black Friday Movement Spurns Overconsumption, Unsustainable Holiday Shopping
Cross-Posted from Behavior Change. Consumers are more and more inclined to buy from brands that align with their beliefs and values; and anti-Black Friday is an important indicator of the growing chasm between purpose-driven brands and those still banking on business-as-usual approaches.
‘Vanguardians of the Galaxy’ Stunt Shows Climate Laggards Can No Longer Fly Under the Radar
Two recent releases by a noted activist group put tough questions in front of one of the world’s largest financial institutions — which would be wise to pay attention.
New Campaign Empowers Consumers to Ditch Banks Financing Fossil Fuels
Cross-Posted from Behavior Change. 'Swap for COP' asserts that moving one’s money out of fossil-fuel-financing banks is one of the simplest and most impactful things that individuals can do to help mitigate the climate crisis.
Bottling the Secret Sauce: Brands Share Insights on Closing the Intention-Action Gap
Cross-Posted from Behavior Change. At SB’21 San Diego, leaders in food, retail, finance, healthcare, pet care and more shared lessons learned from a variety of initiatives aimed at moving the needle on consumer behavior change.
Brand Storytelling: A Mechanism for Building a Regenerative Future
On the final day of SB’21 San Diego, a diverse array of keynote speakers explored some of the many ways in which storytelling can be a powerful tool for manifesting the future we need.
Tourism Carbon Labels Educate Travelers, Motivate Companies to Reduce Emissions
Given the pandemic pause, it’s hard to say whether these labels will sway decision-making for travelers. Regardless, these publicly shared labels hold travel companies accountable for measuring, sharing and continuing to reduce their carbon emissions.
Hey, Corporate America: Please Stop Saying, ‘We’ve Always Done Sustainability!’
Cross-Posted from Walking the Talk. Because it begs this response: “Really? If you’ve been doing sustainability for decades, why is the planet (and the human race) in the trouble it’s in?” And corporate America doesn’t really have a good answer to that.
What Happens When an Environmental Leader Finally Claims the Mantle? NRS Asked Triple Gap & Valutus to Find Out
A leader in the water sports industry, NRS was shy about tooting its sustainability horn. So, it asked us: How much value does the market place on brand-level commitment to sustainability vs. product-level initiatives? Turns out, touting any of the brand’s many attributes generated a significant increase in consumer preference.
1.8M Fairtrade Farmers to World Leaders: 'Keep Your Climate Promises'
Signed by Fairtrade producers in Africa, Asia, Latin America and the Caribbean, the letter warns governments of developed nations that their lack of climate action is threatening farmers' livelihoods and global food supplies.
