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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Machine-Readable Disclosure and ESEF 2020 – A New Era of Corporate Digital Reporting?

New regulation in the EU mandates public companies to file financial statements in digital format. Does the move to HTML and Big Data have the potential to push corporate reporting into the digital age?

Something > Nothing: The Importance of a Circular Feedback Loop

“All I really need is the word to be brought up.” “If they aren’t talking about it, then it can’t be important to them.” At WAP Sustainability, we work with manufacturers and brands to help them meet customers’ expectations on sustainability, many of which receive requests through The Sustainability Consortium (TSC).

Nat Geo's 'Planet or Plastic?' Initiative Latest Attempt to Save the Oceans from Plastic

As the amount of single-use plastic in the world's oceans continues to grow, National Geographic is announcing a new, global commitment to tackle this pressing problem. On Wednesday, the media giant launched Planet or Plastic?, a multiyear initiative aimed at raising awareness of this challenge and reducing the amount of single-use plastic that enters the world's oceans.

New Animated TV Show Aims to Teach Kids to Be Stewards for the Planet, SDGs

A new television series is under development to help teach children about sustainability and what they can do to help keep our planet beautiful. With a goal to inspire and guide 4- to 7-year-old children to become global citizens as they grow up, the five Alphabravos heroes will traverse the planet righting wrongs, foiling the evil Mdudu’s plans, having fun and learning.

Rapport: ‘The Gateway Drug of Sustainability Data’

As we get ready to select our semi-finalists for the 2018 Sustainable Brands Innovation Open, we wanted to check in with last year’s semi-finalists to learn about the impacts they continue to have on the business world. Here, we catch up with Rapport.

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Survey: Majority of Americans Concerned About Contaminants in Tap Water

It’s National Drinking Water Week, but new survey results suggest Americans may have more concerns on their minds than reasons to celebrate. Most Americans feel unknowledgeable about what is in their drinking water and are concerned about contaminants.

Why Should Anyone Trust Your Brand?

Which brands do you really care about? Is there one you simply couldn’t do without? It’s a question that we rarely ask — so prevalent and dominant are companies and brands in our everyday lives. But while we’re dependent on the products and services that enable our modern existence, do we really care who makes them? The history of consumer culture is littered with once-dominant consumer brands that were replaced by newer, more relevant offerings. Today, in the Internet age, the shelf life of major brands is shorter than ever before. Consider powerful brands such as Facebook, Twitter and Instagram: None of these existed 15 years ago. Would you like to bet they will be around 10 years from now?

Fight for Love: Five Ways to Mobilize Millennials Behind Your Cause

For decades, the ASPCA has been advocating for better breeding practices and adoption for dogs with campaigns that focused on educating the public on where pet store dogs come from. But over time, the influx of digital technology has completely transformed how people get dogs. And Millennials, the largest generation of dog lovers ever, are increasingly relying on online sources, which makes it difficult to track where our furry friends are coming from.

What We Can Learn from B Corps' Big Bets on Customer Engagement

Today’s customers are choosing how to spend their dollars based on one of two factors: convenience or shared values. For example, Blue Apron, a grocery delivery company that makes it easier to cook healthy meals, is winning on convenience. But when you have the option of choosing between convenience services, as many customers do in the ride-hailing market, values determine the victor. Lyft is riding (pun intended) on the sharing-economy movement and gaining market share because of its commitment to fair practices with customers and employees. Customers tell their friends they “took a Lyft” as a signal of shared cultural values.

Creating a #FashionRevolution: How to Campaign for Change

Proposing a new idea and convincing others of its validity is no easy task. Even more so when you’re dealing with complex issues such as supply chain transparency, or trying to shift the ‘take, make and waste’ model of the fashion industry to one of circularity.

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SC Johnson Reveals How It Selects Ingredients to Protect Human Health, Environment

People can now see, in detail, what goes into choosing each of the ingredients that are used in SC Johnson products.

The Environment Is Under Threat, But Not in the Way You May Think

Nearly 50 years ago, the U.S. passed legislation to ensure the air we breathe and water we drink is clean, and that endangered animals and federal lands are protected. For 20 years, enforcement of these laws ranged from full swing or lapsed, depending on the political winds. And then something remarkable occurred: The American people took over and started a movement, spurring action to protect the environment.

‘Beauty in Real Life’ Campaign Makes Good on CVS Promise to Stop Altering Imagery

CVS Health continues to put its money where its purpose is. Following up on the promise it made in January to stop altering imagery for beauty products, the company’s retail division, CVS Pharmacy, has launched an advertising campaign, “Beauty in Real Life.”

Beautiful Then, #TooLatergram Now: Photos Compare Former Glory to Current Reality

Is there any better platform than Instagram to turn the jealousy of wanderlust into environmental awareness? Followers scroll through the feeds of travel influencers, admiring the photos of scenic destinations and express their enjoyment with a 'like' and their envy in the comments. The World Wildlife Fund (WWF) and ad agency TBWA\Paris saw this as an opportunity to highlight how many beautiful places are being lost to pollution, clear-cutting and other forms of environmental destruction.

3 Approaches to Building Customer Trust Through Transparency

In February, KFC in the United Kingdom had a bit of an issue — it ran out of chicken.

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The Cost of Bad Data for Sustainability Reporting

Sustainability reporting focuses on the challenges that most affect business performance and matter most to key stakeholders. From understanding consumption and cost of inefficiencies and anomalies, clear reporting is mission critical to any organization’s ability to meet sustainability goals. But sustainability reports are only as impactful as the quality of the data that is being used. If the data driving your reports is incomplete or inaccurate, you could be compromising the nature of your assessments. Just like the quality of soil is important for the growth of a tree, the quality of your data is just as important for growing your sustainability programs.

Icebreaker Aims to Prove Its Apparel Is ‘Made Different’ with New Transparency Report

Outdoor apparel brand Icebreaker has reinforced its commitment to the use of natural fibres and sustainable production with the launch of its inaugural Transparency Report: Made Different. Touting it as an industry first, the report gives readers a full behind-the-scenes view of the brand’s entire operation. “Our thinking was simple. What if our customers could see everything we do?’’ explained Greg Smith, the CEO of Icebreaker.

One Planet Plate Campaign Highlights Sustainable Food on 1K UK Menus

The Sustainable Restaurant Association’s (SRA) latest campaign is “helping people understand what sustainable food looks, smells and tastes like,” says its president Raymond Blanc OBE.

Canopy Sheds Light on Link Between Fashion, Rainforests in New Short Film

While textile waste and human rights are often the focus of conversations surrounding sustainability in the fashion industry, most consumers remain unaware of the sector’s impact on forests and the wildlife and communities that rely on them. In a bid to raise awareness around the need to protect this valuable natural resource, Canopy, an environmental organization dedicated to protecting the world’s forests, has launched a new video for International Day of Forests that connects clothing to the rainforests of Northern Sumatra.

P&G, Nat Geo Shed Light on Global Water Crisis in New Documentary

One in 10 people around the world lacks access to clean drinking water, yet the majority of US consumers are unaware of the extent of the global water crisis, new research from Procter & Gamble (P&G) shows.

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