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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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Q&A: Nat Geo on Its Mission to ‘Activate’ Global Citizens, Drive Change Through Stories

Cross-Posted from Leadership. National Geographic’s efficacy lies at the nexus of science, entertainment and purpose. We spoke with CMO Jill Cress to learn how this ‘purpose-native’ media giant maximizes its impacts through strategic partnerships.

Q&A: Nestlé CMO Alicia Enciso on the Power of Incremental Changes

SB’19 Detroit is where global leaders in sustainable initiatives come to be inspired as well as share their innovative approaches and strategies. With a diverse and talented community of brands, everyone comes willing to learn.

Study: Purpose Messaging Evokes Greater Attention, Arousal, Emotion

First-of-its-kind biometrics research shows 79% of US consumers feel a deeper personal connection to companies with values similar to their own.

Sekisui Chemical Launches New Global Website to Teach About SDGs

SEKISUI SDGs Academy encourages users to think in an enjoyable way about the connections between themselves and the SDGs, through activities such as card games, which involve information about the company’s own products.

CEOs of Over 75 Companies Urge Congress to Set National Carbon Price

Cross-Posted from The Next Economy. CEOs and other representatives of more than 75 US businesses and trade associations, with combined market valuations of nearly $2.5 trillion, call for federal climate action including carbon pricing.

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WWF’s New ‘ReSource’ to Give Visibility Into Companies’ Progress in Reducing Plastic

ReSource isn’t another commitment or a new partnership, by design: To join, companies have to publicly share data and progress on their plastic-reduction efforts.

JUST Capital: The Good Listener Transforming Capitalism

By leaning into its data, tirelessly communicating the value of policy transparency at the corporate level, and providing unbiased reporting to the US workforce and consumer, JUST Capital is flipping the narrative on capitalism.

Study: Most Brands' Support of Causes Is Not Breaking Through to Gen Z

New study from DoSomething Strategic reveals disconnect between brands and their support of social causes in minds of younger consumers. Savage x Fenty, Dove, and Love Beauty and Planet receive among the highest association between brand and cause.

6 Tactics for Optimizing Corporate Communications on Climate Action

Communications on climate action needs to be grounded in strategic, results-based initiatives — always. These six approaches will help ensure that your communications are impactful in reinforcing your company’s sustainability strategy.

Sportswear, Outdoor Brands Lead on Transparency; Luxury Is Waking Up

On the sixth anniversary of the devastating Rana Plaza factory collapse in Bangladesh, which killed over 1,100 garment workers, Fashion Revolution’s most recent Transparency Index indicates slow progress across the industry.

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Scientists, NGOs Call for ‘Global Deal for Nature’ to Protect Half the World’s Lands and Seas

Conservation scientists, NGOs and indigenous leaders urge governments to adopt a “Global Deal for Nature” as a companion to the Paris Agreement. A corresponding study establishes science-based conservation targets for the entire planet.

The Win-Win of JUST Jobs: Higher ROE When Companies Disclose Workplace Policies

Cross-Posted from Finance & Investment. Human capital issues increasingly important area for corporate leadership, as market participants call for greater transparency.

'Mdudu,' Political Correctness & Sustainable Storytelling

Doing good does not require everyone to be insufferably ‘good’; re-engineering narratives and characters to remove the inappropriate and sometimes highly imperfect humanity of them leaves a massive hole in the realm of sustainability communications.

KIND Blows Lid Off of Hidden Sugars in Snacks, Urges Industry to Open Up

Cross-Posted from Behavior Change. With ‘Sweeteners Uncovered’ pop-up in NYC and online database, KIND shines a light on disguised ingredients in some of the US’s favorite snacks.

How to Promote Your Sustainability Story on Social Media as a B2B Company

Social media thrives on compelling storytelling, and chances are that your sustainability efforts have the capacity to pull on your audience’s heartstrings better than another post promoting your product or service.

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Behavior Change Pilot Makes UK Consumers ‘Smarter’ About Water Use

Not only did Anglian Water’s ‘Smarter Drop’ project deliver impressive reduction in water consumption amongst consumers, it created impressive gains in brand loyalty and trust for the UK utility.

In Face of Rampant Seafood Fraud, Study Reveals Efficacy of MSC Label

Reports over the last decade have revealed an average global seafood mislabeling rate of 30%, but a study released today shows species mislabeling rate for MSC-certified seafood is less than 1%.

NYU Stern Research Illustrates ROI for Sustainably Marketed Products

Cross-Posted from Business Case. Seminal research shows that sustainability is driving market growth in CPGs; products marketed as sustainable grew 5.6x faster than conventionally marketed products, and 3.3x faster than the CPG market.

Storytelling for Sustainability: How Opening Up Can Open a Whole New Frontier

Our community has made tremendous strides in building a better world, but if we leverage the combined power of people and data to build a better narrative, we can open up a whole new era of possibilities. We’ve got to put some soul in sustainability.

5 Cultural Shifts Brands Should Adapt to in 2019

2018 marked some pretty major cultural changes, and that’s going to have effects on brand identity development.

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