How brands are evolving in the area of sustainability marketing and communications — and how their stakeholders are asserting their own needs and preferences.
The old cliche “money doesn’t buy happiness” still rings true; yet in this economy, apparently it can buy sustainable consumption.
Tom’s of Maine has launched a new website that makes it easier for people to learn about the way it does business, its goals and its progress against those goals.The Tom’s of Maine Goodness Report breaks the company’s efforts into six categories — energy, ingredients, waste, water, packaging and community. The Report features 2011 benchmarks, updates on recent projects and a goals tracker for 2015 and beyond. Highlighted goals include:
Consumer-facing companies made up more than half of the Top 100 BrandPower Rankings Report released this month by CoreBrand.
New research released last week by the World Federation of Advertisers (WFA) and Edelman shows global marketers overwhelmingly agree that "purpose" will be increasingly important to building brands in the future.
On Wednesday, the Federal Trade Commission (FTC) approved a final order settling charges that The Sherwin-Williams Co. and PPG Architectural Finishes, LLC made false and unsubstantiated claims that some of their paints contained zero volatile organic compounds (“VOCs”) after tinting.
Within the next five years, all products sold in Whole Foods stores in the U.S. and Canada will be labeled to indicate if they contain genetically modified organisms (GMOs), according to a recent announcement.
A total of 138 companies have made the World’s Most Ethical (WME) Companies List, an annual designation recognizing companies that consistently translate business ethics rhetoric into action.
Unilever has launched a new soup in France that is the first to publicize a key ingredient as sustainably sourced, according to a recent announcement.
The Climate Reality Project and communications agency Arnold Worldwide announced on Thursday the global launch of Reality Drop, an innovative social media tool that educates users about the reality of climate change and uses modern gaming techniques to combat climate-change deniers.
The lingo of sustainability didn’t offer a descriptive enough term for modern brands that integrate energy savings, waste reduction and innovative sourcing goals into the framework of the way they do business. So professors Peter Dauvergne and Jane Lister coined one: Eco-Business.
Levi Strauss, BBVA, eBay, Danone and General Electric made the top five of the SMI-Wizness Social Media Sustainability Index 2012, an annual review examining how major firms use social media to communicate sustainability and corporate social responsibility.
In October 2012, the Federal Trade Commission (FTC) issued its revised “Green Guides,” which are designed to help marketers ensure that the claims they make about environmental attributes of their products are truthful.
Calling all innovators and creatives! During April 2013, Sustainable Brands will be publishing a new “Issues in Focus” editorial package highlighting the most effective and engaging examples of sustainability communications.
The new Proctor & Gamble (P&G) “Everyday Acts” campaign appears to resonate with the $84 billion company’s customers.
January 3 was a big news day: The Federal Trade Commission’s announcement on Google’s competitive practices completely drowned out news of its $1.26M false-labeling settlements with Amazon, Macy’s, Max Studio and Sears/Kmart. That’s unfortunate because there are four important takeaways from these cases:1: Take FTC warnings seriously
The Big Four accounting firms — Deloitte, Ernst & Young, KPMG and PwC — have the strongest brand preference in both the sustainability consulting and sustainability assurance markets, according to a global survey of 250 heads of sustainability. Independent analyst firm Verdantix found that in sustainability consulting, Ernst & Young leads with a brand preference score of 39%, relative to 37% for KPMG, 33% for Deloitte and 30% for PwC. Among the management consulting firms, Accenture achieved a score of 22% beating McKinsey on 21% and Bain on 15%.
Growing consumer awareness of food production methods and sustainability issues has led to the rise in recent years of ecolabels in the food industry; over 200 seals and logos currently represent some ecological, ethical, ingredient or sustainability attributes in the global food industry.
From our perspective, "brand" is who you are, what you do, how you do it, and only then, how you communicate it. This channel examines how today's leading brands are evolving in the area of sustainability marketing and communications through thought-provoking ads, creative mission marketing, social media campaigns and other successful stakeholder engagement.