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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Gillette Reveals Men’s Feelings on Sustainability in 2020, Brand Goals for 2030

A global study by Gillette found that men are taking environmental concerns more seriously, as a result of COVID-19. And the company raises the bar for itself with the launch of its Ambition 2030 goals.

Activism: Why Taking a Stand Will Build Your Brand

Some dismiss brand activism as little more than PR stunts. But we at Grounded strongly believe brand activism is here to stay and can transform purpose into profit.

How DEI Issues Have Reshaped the Brand Purpose Landscape

Cross-Posted from Organizational Change. A dramatic shift in diversity is only possible if the most exposed, vulnerable and or marginalised groups contribute to decision-making around narratives, ideas and solutions. Can you name any brands that are championing race within their purpose work and doing it well?

‘Cool Food Meals’ Badge Helps Diners ID Climate-Friendly Restaurant Meals

Now, just as diners can make decisions based on nutritional information, they can also decide what to eat based on the climate impact of a dish.

Are You Making It Easy for Your Employees to Vote This Election Day?

Cross-Posted from Organizational Change. The Time to Vote coalition has grown to nearly 800 companies. The goal is to have more than 1,000 companies — from a diverse set of industries representing every state — join the movement by November 3.

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People Need Help Turning Healthy, Sustainable Aspirations into Action

Cross-Posted from Behavior Change. New global public-opinion research from GlobeScan reveals that people need and want help from brands to change their lifestyles to become healthier and more sustainable.

Retailers Could Be the Most Important Player in Reducing Food Waste

If we want to reduce food waste, we need consumer-led solutions — which can be sparked by retailers. Brands, manufacturers and other food system actors get their message through to consumers if retailers open the door for them.

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. 

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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.

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? 

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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.

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.

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