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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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Over 100 NGOs Join Forces to Escalate Climate Pressure on Vanguard

The world's second-largest asset manager received the worst possible score in a new climate scorecard as NGOs, grassroots groups, and finance experts ramp up pressure for it to act on climate.

KLM Called Out for Misleading Claim That Travelers Can ‘Fly CO2 Zero’

Cross-Posted from Walking the Talk. A Dutch advertising watchdog has ruled that a recent ad telling the airline’s customers they could fly carbon-emission free is misleading.

Are Sustainable Brand Messages Targeting the Wrong People?

By focusing on a handful of easy target demographics, brands exclude swaths of people — the people who most need to be included in the narrative. The next time you brief your agency or write a brand plan, I hope you’ll rethink assumptions of who the sustainable consumer could be.

Curbing Ocean Plastic Waste: Is Your Brand Missing the Boat?

Cross-Posted from Waste Not. Reducing plastic waste is a winning issue for consumers. With so many examples of early success and ROI, there’s no better time to join the movement by committing to reduce plastic pollution and limiting the need for virgin plastic.

New Campaign Aims to Teach Cannabis Users Benefits of Regenerative Farming

While the herb is heralded as a natural solution for pain, anxiety and other ailments, conventional growing practices across the industry are far from earth friendly.

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Behavior Change Research Shows How to Spur Consumer Recycling, Reduce Contamination

Cross-Posted from Behavior Change. Even when effective collection, messages and messenger are skillfully deployed, there are still factors that complicate consumer recycling behavior.

Profit, Performance and Impact: The Success Criteria of a Whole Brand

Cross-Posted from Walking the Talk. The reality of living in a capitalist society is that we can't simply cut off the production of products and services; the brands that will succeed in the upcoming decades will be those that function holistically, with sustainable actions built in.

What SEC ESG Disclosure Mandates Might Mean for Your Business

Earlier this month, Chief Executives for Corporate Purpose convened 17 CEOs and key legal leaders to discuss newly proposed environmental and social governance disclosure requirements from the SEC. Here are four key takeaways from the conversation.

Proposed SEC Rules to Enhance, Standardize Climate-Related Disclosures for Investors

The rules — which would require companies to include information about their GHG emissions and climate-related risks likely to have a material impact on their business, results of operations or financial condition — have garnered mixed reviews from stakeholders.

How Amazon Is Making Sustainable Shopping Easier

Since 2020, Amazon’s Climate Pledge Friendly program has helped customers discover and shop for more sustainable products. We asked Amazon's Adam Werbach how the program began, what the company has learned, and his vision for the program’s future.

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Effective Storytelling Can Inspire Positive Action for People and Planet

Cross-Posted from Behavior Change. Marketers are the co-creators of our societal narrative, and a brand’s messaging has the ability to drive culture change. Never before has the power of the stories we tell held such importance or latent opportunity.

680+ Investors Call on Over 10K Companies to Share Environmental Data

Cross-Posted from Finance & Investment. While more companies are reporting through CDP every year, many still do not disclose enough data on their environmental impact. Non-disclosure will not be an option for many companies for much longer, with a series of mandatory environmental disclosure requirements coming this year around the world.

Sustainability or Spin? Why Straight Facts Matter Most

As demand for better brands continues to increase, we can expect an exponential increase in two things: ‘green’ brand claims and the level of public scrutiny. Before your brand team loses time, money and precious brand equity, check out this summary of resources to help you stay the course.

Now More Than Ever, Food Companies Need to Show Their Work on Climate Commitments

Detailed disclosure is critical in climate action plans. An emissions-reduction target is insufficient without baseline emissions data to compare it to; because investors and stakeholders have no way of knowing if major sources of emissions are going unmeasured, undisclosed and unaddressed.

Transparency and Traceability Must Drive Sustainable Fashion

Cross-Posted from Supply Chain. Traceability is the foundation upon which we can truly revolutionize the fashion industry, revealing the actual costs of products and ensuring that the wealth generated from production gets redistributed more fairly.

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New Bank of the West Report Highlights Major Consumer Knowledge Gaps in Sustainable Finance

Cross-Posted from Finance & Investment. Fossil fuels and other climate-risky endeavors are still big money for banks; and even if consumers find their bank continues to fund them, it’s something they often feel powerless to change.

New Target Collection Answers Increased Consumer Demand for Products That Reduce Waste

The ‘Target Zero’ collection features products and packaging designed to be refillable, reusable or compostable; made from recycled content; or made from materials that reduce the use of plastic.

Advertising: A Missing Link in Successful Corporate Climate Action Plans

Advertising is a $700B industry that has been overlooked as a source of significant carbon emissions. To achieve sustainable advertising, we must make it easier for companies to calculate their Scope 3 emissions. Here's how some of the world's largest brands, agencies and ad-tech companies will benefit from new innovations.

‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing

Brands now understand the immense benefits of touting their sustainability and purpose credentials; but those with sustainability ‘halos’ aren’t immune to scrutiny over their claims. As Innocent drinks was recently reminded, the stakes have never been higher for getting it wrong.

New Platform to Help Apparel Brands Illuminate Darkest Corners of Supply Chains

Cross-Posted from Supply Chain. Laudes Foundation’s Transparency in Action portal features best practices, expert advice, tools and resources — including information on existing and upcoming legislation — for brands to take informed steps towards transparency and expand their current efforts.

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