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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Kellogg Is Latest Company To Adopt GreenBlue's How2Recycle Label

This week, GreenBlue announced the successful completion of the soft launch phase of its How2Recycle labeling system, and the addition of The Kellogg Company to the 11 other brands already using the label.

Unreal Helps Unjunk Sweets with Easter Bunny Apology Tour

Candy company Unreal is sponsoring the 2013 Easter Bunny Apology Tour, a social media and publicity campaign aimed at “unjunking” popular candy products, according to a recent announcement.

Brands More Trusted Than Millionaires When Espousing Sustainable Consumption

The old cliche “money doesn’t buy happiness” still rings true; yet in this economy, apparently it can buy sustainable consumption.

Tom’s of Maine Shares Sustainability Goals, Progress in New ‘Goodness Report’

Tom’s of Maine has launched a new website that makes it easier for people to learn about the way it does business, its goals and its progress against those goals.The Tom’s of Maine Goodness Report breaks the company’s efforts into six categories — energy, ingredients, waste, water, packaging and community. The Report features 2011 benchmarks, updates on recent projects and a goals tracker for 2015 and beyond. Highlighted goals include:

New Research Suggests Marketers Underestimate Consumer Interest in CSR

New research released last week by the World Federation of Advertisers (WFA) and Edelman shows global marketers overwhelmingly agree that "purpose" will be increasingly important to building brands in the future.

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First FTC “Green Guides” Settlement Reinforces Need for Transparency, Truth in Marketing

On Wednesday, the Federal Trade Commission (FTC) approved a final order settling charges that The Sherwin-Williams Co. and PPG Architectural Finishes, LLC made false and unsubstantiated claims that some of their paints contained zero volatile organic compounds (“VOCs”) after tinting.

Al Gore’s Climate Reality Project Launches Interactive Tool for Rebutting Climate-Change Deniers

The Climate Reality Project and communications agency Arnold Worldwide announced on Thursday the global launch of Reality Drop, an innovative social media tool that educates users about the reality of climate change and uses modern gaming techniques to combat climate-change deniers.

Levi’s, BBVA, eBay Top Index of Brands Communicating Sustainability Via Social Media

Levi Strauss, BBVA, eBay, Danone and General Electric made the top five of the SMI-Wizness Social Media Sustainability Index 2012, an annual review examining how major firms use social media to communicate sustainability and corporate social responsibility.

Marketing “Sustainability”: Don't Forget the Green Guides

In October 2012, the Federal Trade Commission (FTC) issued its revised “Green Guides,” which are designed to help marketers ensure that the claims they make about environmental attributes of their products are truthful.

Communicating Sustainability: How Do We Go From Talking to the Wall to Preaching to the Choir?

Calling all innovators and creatives! During April 2013, Sustainable Brands will be publishing a new “Issues in Focus” editorial package highlighting the most effective and engaging examples of sustainability communications.

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Marketing & Communications

From our perspective, "brand" is who you are, what you do, how you do it, and only then, how you communicate it. This channel examines how today's leading brands are evolving in the area of sustainability marketing and communications through thought-provoking ads, creative mission marketing, social media campaigns and other successful stakeholder engagement.

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