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.
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.
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.
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.
From the Source: New System Offers Brands Data on Sustainable Cotton-Growing Practices
The US Cotton Trust Protocol provides measured and verified data about US cotton; which allows fashion and textile brands and retailers to track annual progress toward their targets, and help them tell their sustainability stories.
Cartwright to Brands: Look Inward Before Responding to Social Issues
Keith Cartwright, the creative force behind such powerful statement ads as P&G’s “The Look” and “The Choice,” shares his insights and advice to brands and agencies on how to most authentically respond in times of crisis.
Recycled Plastic Certifications Are Stifling Innovation
Cross-Posted from Chemistry, Materials & Packaging. Recycled plastic certification makes sense. Manufacturers need confidence that the raw materials they’re acquiring meet their requirements and are truly recycled. But more certifications likely means higher costs and thus less recycled plastic.
Good Start — But Let’s Move from ‘Brand Say’ to ‘Brand Do’
Cross-Posted from Walking the Talk. Much-needed updates to a growing number of brands in response to the Black Lives Matter movement is a great start. But deep, lasting impact requires two main actions — apologies; and adjusting the social paradigm.
Over 400 Advertisers Show Facebook That They Won’t Tolerate Hate
Cross-Posted from Behavior Change. In just over two weeks, the Stop Hate for Profit campaign has rallied the support of over 400 companies — all of which have pulled their advertising dollars from Facebook and Instagram for the month of July.
UNESCO Spotlights What Our ‘Next Normal’ Should Look Like
UNESCO’s new campaign asks us to question our ideas about what is normal, suggesting that we have accepted the unacceptable when it comes to our environment, economies, public health and societies for far too long.
