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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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Virtue Signaling vs Advocacy: What Brands Can Learn from Patagonia’s Campaign to Protect the Arctic

Cross-Posted from Walking the Talk. If your brand is serious about sustainability, look no further than Patagonia’s example. The company shows us all what it looks like to build a community of advocates and network of allies that work collectively to shape policymaking. Your brand has that power, too.

Amazon’s ‘Climate Pledge Friendly’ to Make It Easier for Customers to Discover, Shop for Sustainable Products

Cross-Posted from Product, Service & Design Innovation. Label launches with 25K+ products endorsed by team of third-party sustainability certifiers. And Amazon’s new ‘Compact by Design’ certification aims to reduce carbon emissions through increased efficiency and better packaging.

Enabling Climate-Smart Eating: Lessons from Our Carbon-Labeling Journey

Food choices are motivated by everything from emotional triggers to individual dietary needs and social norms. But information is power. The carbon transparency movement is here, and we hope other brands will join us in hastening its spread. 

Survey: Gen Z Counting on Brands to Help Create a ‘Radically Better Future’

New BBMG-GlobeScan study finds the next generation of citizens is looking for transformative brand leadership, co-created solutions, and radical change for the future they want.

Brands for Good: How the World’s Largest Consumer Brands Are 'Accelerating Culture Change'

A who’s who of field experts, creatives and C-suite leaders gathered at Sustainable Brands’ latest virtual event to share the latest insights, research and progress toward advancing and scaling sustainable consumer behavior and lifestyle changes.

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Brands for Good Unveils Groundbreaking Research on Sustainable Consumer Behaviors

Cross-Posted from Behavior Change. The latest Socio-Cultural Trend Tracker research measures consumer progress against adopting 9 sustainable behaviors, the intention-to-action gap for each, and brand trust scores in the time of COVID-19. 

Dr. Bronner’s Campaign Extols Healing Powers of Psychedelic Therapies

The company’s limited-edition “Heal Soul!” label on its 32oz. Castile Liquid Soaps aims to educate the public about these life-saving therapies, and the advocacy organizations and ballot initiatives that are advancing this work.

Why Self-Regulation of Cocoa Sourcing Is a Conflict of Interest

Cross-Posted from Supply Chain. Without oversight or a watchdog, what imperative do companies have to make a tangible impact on the livelihoods of cocoa farmers over increasing profit margins? 

In a COVID-19 World, Brands Need to Earn Customers’ Trust Through Sustainability

As fashion brands and retailers use the silver lining of COVID-19 to strengthen their sustainability commitments, the U.S. Cotton Trust Protocol can help them demonstrate their sourcing and supply chain commitments to meet customer demand.

Oatly’s Big Gaffe: Straying from Its Brand Purpose

If Oatly had taken Blackstone’s money, put it on a billboard, and made it known to all of its customers that its next mission was to change the world of ‘big bad investment’ from the inside out, it would’ve remained true to its brand story.

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Fashion, Beauty Brands Pushing the Envelope with Sustainable Packaging Stories

Cross-Posted from Chemistry, Materials & Packaging. Sustainable packaging is on track to becoming the norm in both industries, leaving the thing that sets brands apart as the way they communicate the message.

Tiffany, Unilever Create New Standards for Supply Chain Transparency

Cross-Posted from Supply Chain. Tiffany & Co has become the first luxury jeweler to share the full craftsmanship journey of its diamonds; while satellite tech is helping Unilever root out deforestation in its palm oil supply chain.

Coalition of CEOs Endorses Economic Roadmap for Sustainable Post-COVID Recovery

Cross-Posted from The Next Economy. In an open letter, the group of 14 CEOs calls on governments to accelerate such a transition by recognizing and supporting purpose-first business as an emerging fourth sector of the economy.

Black Travel Alliance Holding Industry Accountable on Its DEI Commitments

Cross-Posted from Organizational Change. Recognizing the urgent need to hold travel brands and destinations accountable for their lack of diversity in travel marketing and storytelling, the Black Travel Alliance was formed practically overnight to support Black content creators and increase representation in the industry.

Kolster to Brands: Tout Not How Great Your Product Is, But What It Can Help People Become

In his new book, The Hero Trap, Thomas Kolster says rather than promoting what’s good about their company or products, brands need to shift their focus to their customers — specifically, their brand’s role in helping its customers transform their lives.

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BASF to Release Carbon Footprint Data for Its 45K Products

Cross-Posted from Chemistry, Materials & Packaging. The chemical giant has been a leader in innovative approaches to quantifying the impacts of its diverse product portfolio.

Q&A: Meet the Team Helping Brands Stay ‘Grounded’ in Their Purpose

NYC-based brand strategy agency Grounded is on a mission to help brands, retailers and nonprofits activate their purpose and close the stubborn consumer intent-to-action gap.

Global Public Thinks GDP Should Include Health, Education, Environmental Data

Cross-Posted from Finance & Investment. The 2020 GlobeScan-Ethical Markets “Beyond GDP” survey finds that an average of 72% of people across 11 countries would prefer to broaden GDP to incorporate these additional data.

Doconomy's 2030 Calculator Democratizes Product Carbon Footprint Labeling

Cross-Posted from New Metrics. Swedish impact-tech startup Doconomy has launched a new, free tool that enables fast and reliable product carbon footprint calculations for brands and manufacturers.

Greenpeace Canada Supports FSC Responsible Forestry Standard

In June, Forest Stewardship Council (FSC) Canada celebrated the first anniversary of its new responsible forest management standard — which has received strong support from industry and NGOs alike.

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