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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Tide, NFL Partner to Inspire Football Fans to #TurnToCold

Cross-Posted from Behavior Change. The partnership aims to encourage more than 80 million households of NFL fans to switch to energy-saving cold-water washing in an effort to dramatically reduce consumer greenhouse gas emissions.

Sense & Sustainability: How Can Brands Foster Consumer Courage in Combating the Climate Emergency?

To foster courage in the face of crisis, empowerment through transparency, trust through intersectional action and a constant determination to iterate and improve can give hope and empowerment in a troubling age.

Nestlé Asks Consumers How They Would Navigate Quest for Sustainable Palm Oil

Nestlé hopes that a new interactive platform, Beneath the Surface, will give viewers better insight into the complexity of palm oil supply chains and insight into how choices they make under different scenarios can lead to a range of outcomes and consequences.

Kids Can Take Over Parents' Devices with Ads Urging Them to Ditch Single-Use Plastics

Gelo’s ‘Parent Track’ aims to build on the recent surge of kids educating their parents and driving more sustainable practices at home.

The Purpose-Action Gap: The Business Imperative of ESG

Cross-Posted from Walking the Talk. In a recent study, we discovered shifts in thinking from both brand and consumer values: The gap between what they believe and how they are acting on such beliefs is narrowing, particularly when brands make sustainability accessible and affordable.

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3 Psychological Concepts That Can Propel Your Sustainability Efforts

These three concepts highlight how understanding human thought processes can influence the adoption of sustainable behaviors and promote corporate sustainability. Think about the messages you’re giving as a business, and how these can be tweaked to empower your stakeholders.

New Rulebook Helps Companies Validate Their Sustainability Claims

The Provenance Framework debuts as the UK government cracks down on greenwashing, and competition regulators find that up to 40% of firms’ environmental claims could be misleading.

Rethinking How Brands Engage Pride, Worldwide

Cross-Posted from Walking the Talk. As we exit Pride month and look to WorldPride in August, it’s apparent that we’re at an inflection point for purpose — one that requires consistent corporate action that positively impacts LGBTQIA+ people, no matter where they are in one’s workforce or world.

Forget Selling Products. Change Lives, Instead.

The happiness of buying new shoes is a short-lived dopamine kick, whereas finding better ways of living in balance with yourself adds lifelong value. It’s time to create a new offering: Who can you help people become?

Best Intentions: Surviving a Sustainability Story Setback with Transparency and Truth

Cross-Posted from Walking the Talk. When Kevin Murphy announced that all of its packaging would be made from “plastic pulled from the ocean,” it had every intention of delivering that. While the claim was doomed from the start, the company quickly communicated its mistake with tact, transparency and a plan to make it right.

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Doconomy Now Shows Users Water-Impact Data for Every Purchase

Cross-Posted from The Next Economy. The first-of-its-kind direct measure of our everyday consumption’s water impacts — thanks to data from S&P Global Trucost — aims to create a greater consumer understanding of the importance of water locally, nationally and globally.

P&G & GLAAD’s ‘Visibility Project’ to Advance LGBTQ Visibility in Advertising

P&G has committed $1M over three years and partnered with GLAAD to work with brands and agencies to advance LGBTQ inclusion in advertising. New study finds senior marketing and ad execs recognize LGBTQ inclusion as a force for positive social change, yet worry about authentic representation.

‘Moms Deserve More’ Flower Store Quantifies What Moms Really Deserve This Mother's Day

The online flower shop’s bouquets — which include The Unpaid Work Bouquet and The Lack of Childcare Bouquet — cost up to $800B, reflecting the true value of mothers' work and the true economic cost of adequately thanking them.

Epicurious Chops Beef to ‘Encourage More Sustainable Cooking’

Cross-Posted from Behavior Change. The web's most award-winning food site is encouraging home cooks to expand their culinary repertoires and embrace less resource-intensive menu options.

Are you ‘Looped In’? Circular Economy Leaders Share Their Latest Solutions

Cross-Posted from From Purpose to Action: Building a Sustainable Future Together. In Dow’s ‘Looped In’ series, Global Sustainability Director Jeff Wooster talks with circular economy advocates from major brands to discuss promising initiatives and partnerships, and what we can learn from the results.

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Allbirds Is Giving Away Its Carbon Footprint Calculator to the Fashion Industry

Cross-Posted from Walking the Talk. In a call to action to the fashion industry, Allbirds is open-sourcing its proprietary tool to enable wider industry action to increase transparency and accountability for the often-dirty business of fashion.

Corporations Standing Up for Voting Rights: Not Politics, Just Smart Business

Cross-Posted from Walking the Talk. It’s becoming more common for companies to put their weight behind a range of urgent social issues. This isn’t about partisanship or “wokeness” — it’s about the core values held by many Americans and a desire among forward-thinking corporate leaders to prove they share them.

How to Effectively Visualize Sustainability in Our New, More Empathetic World

There is an urgent need to move the visual language of sustainability forward, so being able to represent both technological and societal progress is key.

P&G, Dove Push for More Equitable Representation in Media

The two companies are putting their money where their mouths are when it comes to increasing inclusion, both in their messaging and in the media at large.

Breakthrough: 7 Unlocks to Scaling Healthy and Sustainable Living

Cross-Posted from Behavior Change. So, what’s still preventing consumers from living more in line with their values? GlobeScan has identified seven critical “unlocks” to help consumers to change their behaviors, and start aligning their lifestyles with their values and aspirations.

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