How brands are evolving in the area of sustainability marketing and communications — and how their stakeholders are asserting their own needs and preferences.
This is the second in a series of excerpts from Engaging Outraged Stakeholders: A How-To Guide for Uniting the Left, Right, Capitalists and Activists (Affinity Press, 2013), the new book from Future 500, co-written by CEO Bill Shireman, COO Erik Wohlgemuth and VP of Stakeholder Engagement Danna Pfahl. Last week, we posted the first part of Chapter Two: The Power of Engagement and learned two of six reasons to engage your activist stakeholders. Here, we continue with reason number three ....
Mosaic, the first U.S. company to crowdsource investments for solar projects, is kicking off 2014 with a New Year’s Resolution campaign to “Put Solar on It.” The campaign invites anyone to pledge to put solar on a local home, school, place of worship, business or other property on PutSolarOnIt.com. Throughout 2014, Mosaic says it will provide people with the tools and network they need to make their pledge a reality.Oscar-nominated actor Mark Ruffalo is leading the campaign with his pledge to put solar on his children’s school, Stephen Gaynor Elementary, in Manhattan.
A 60-second ad released by Pantene last month in the Philippines called "Be Strong and Shine," which tackles the dichotomy of gender labels, has gone viral far beyond the island country, with more than 5.9 million views and thousands of comments to date from around the world, according to Pantene parent company Procter & Gamble.The video exposes hidden gender double standards in the workplace — a prevalent theme, not just in Filipino culture, where the notion still exists that women should not be too assertive or strong-willed when it comes to getting what they want. But does the connection of the ad’s message to using Pantene products diminish its power?
In an interesting yet ‘bah humbug’ kind of study, a group of scientists at the University of Leeds' School of Earth & Environment got together and calculated that Santa's carbon footprint from delivering Christmas gifts to the UK alone could be as high as 9 tons per stocking — 25 permits more than the average Brit emits in a year. As part of the University's work with Yorkshire-based sustainability charity the United Bank of Carbon (UBC), the academics set out to highlight the possible environmental damage caused not only by Santa's sleigh and eight reindeer but the manufacturing of the presents themselves.
Business in the Community (BITC), the UK's business-led charity championing corporate social responsibility, is calling for entries from businesses engaging customers on sustainability.
Cross-Posted from Leadership. As 2013 comes rapidly to a close, it is worth noting, I think, that this was arguably the three hundredth anniversary of sustainability management, the formal discipline, as we know it. Indeed, the concept of sustainability management in commerce first appeared in 1713 in a book written by Hans Carl von Carlowitz (Sylvicultura Oeconomica, 1713), a Saxon tax accountant and mining administrator who more or less invented the practice of sustainable forestry.
Earlier this month, the CDP released a report highlighting 29 public U.S. companies across various industries that have incorporated an internal carbon price as a strategic planning tool, effectively holding themselves accountable for the carbon emissions produced as a result of daily operations.
In 2012, Caesars Entertainment Corporation achieved a total savings of roughly 750 million kWh since its benchmark year in 2007, representing an 8.5 percent absolute reduction in electricity and gas. The savings equal enough energy to power a community of more than 30,000 during this period. Additional details of the company’s efforts and commitment to enhance the environment, employee well-being, guest experience and economic development are available in Caesars’ fourth CSR and Sustainability Report, Vibrant Communities, released today.
On Thursday, Ford Motor Company released its second annual trend report for the upcoming year. Among the top 10 predicted global consumer trends on the list: Consumers reevaluating their relationships with technology, balancing the need to be constantly plugged in with a new appreciation for spending quality time offline.Looking Further with Ford 2014 highlights 10 trends for the new year that explore how the technology explosion will affect consumer choices and behaviors.
It's beginning to feel a lot like Christmas. Advertising's big spenders are ramping up for their favourite time of the year. The marketing machine that amplifies the magic of Christmas is swinging into action and it's an awesome sight to behold. Christmas is getting bigger and bigger each year. In the United States, Black Friday signals the beginning of a festive spending spree that last year was estimated at nearly $60 billion, a rise of over 10 percent on the previous year.
This is the first in a series of excerpts from Engaging Outraged Stakeholders: A How-To Guide for Uniting the Left, Right, Capitalists and Activists (Affinity Press, 2013), the new book from Future 500, co-written by CEO Bill Shireman, COO Erik Wohlgemuth and VP of Stakeholder Engagement Danna Pfahl. We begin with the first of two posts that make up Chapter Two: The Power of Engagement.
Unilever has been a clear leader in sustainability with its ambition and actions against its Sustainable Living Plan, and has just started its first consumer-facing corporate brand campaign around this, called Project Sunlight. At Given London we have noticed a step-change in the number of corporate brand teams seeking to facilitate more sustainable lifestyles for their customers.
Cross-Posted from Collaboration. In sustainability, the 'lone wolf' will soon be a thing of the past, as collaboration becomes increasingly necessary to make real changes.In October, Dell outlined its 2020 Legacy of Good plan, but admitted that it wouldn't be able to achieve its ambitious goals alone.Step in #theBIGshift — Forum for the Future's latest (and potentially biggest) initiative aims to transform the key systems that we rely on, and champion the rewards for those businesses and other organizations who are stepping up to the challenge of creating a sustainable future.
If the perception of your brand’s green efforts is falling short of reality, then it’s time to stop and re-examine all aspects of the social impact of your outreach. Gone are the days when consumers would buy “green” for green’s sake; they want to see for themselves how a brand is actually making a difference. And it’s in your best interest to inform and educate them.
How do you ensure that your company’s marketing department doesn’t get too carried away in communicating the sustainability benefits of products?
CDP announced today that 29 major publicly traded companies based in or operating in the U.S. disclosed an internal price on carbon pollution to CDP (formerly known as the Carbon Disclosure Project) in 2013, detailing both the risk and potential business opportunity for early action by their companies. Prices range from $6-60 dollars, and exist at companies spanning all sectors of the economy, including energy, utilities, airlines, technology and the financial industry. Twenty-seven of the companies are listed in the S&P 500, while the other two (BP and Royal Dutch Shell) are foreign-based.
Cross-Posted from Behavior Change. We’ve all faced this great moral dilemma whenever we stay in a nice hotel. The little sign in the bathroom reads, “Please help us protect the environment and conserve water by reusing your towel.” Even those of us who consider ourselves environmentalists often balk; we’re paying hundreds of dollars to stay in their hotel, and, darn it, we really want a clean towel.
On the same day the EPA is holding its public hearing on the proposed rule 2014 Standards for the Renewable Fuel Standard Program and the same week that Delta Air Lines takes its stand against it, Americans United for Change today announced it has created a TV spot that will soon hit the airwaves in Iowa in defense of the RFS.
Innovation in the Technology and Communications sector is playing a powerful role in improving the sustainability performance of companies, governments and individuals across the economy. Disruptive sector trends such as cloud computing, expansion of mobile device usage, machine learning and big data analytics present new risks and opportunities for companies in the sector. This year SASB conducted research and convened industry working groups to identify and refine a minimum set of material environmental, social and governance (ESG) issues and related accounting metrics for six industries.
Cross-Posted from Behavior Change. While thousands of retailers across the U.S. and cyberspace are dusting their shelves and crossing their fingers for lucrative Black Friday and Cyber Monday takes, respectively, thousands of organizations around the world are gearing up for an event that represents the true spirit of the holiday season, #GivingTuesday.