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.
Brazilian Telenovela Brings Plight of the Amazon to Global Audiences
The Brazilian drama thriller aims to raise awareness of the threats to the rainforest, indigenous communities and society at large, by bringing these threats closer to home.
The 3-Part Formula for Effective ESG Communication
ESG issues continue to gain traction and capture investor attention in the corporate world. Yet, sustainability professionals aren’t fully utilizing the power of narrative to engage.
Fighting Fire with Fire: Zippo Pledges to Help Fight Effects of Global Deforestation
Zippo will plant a tree with every lighter sold in partnership with Woodchuck USA’s Buy One. Plant One.® program; and has documented its first step in Madagascar, with National Geographic.
New Film Highlights South Africa’s Unsung Plastic Waste Heroes
Cross-Posted from The Next Economy. A new short documentary explores the lives and livelihoods of the young men indirectly serving the environment through recycling as a means of income.
New Online Library, Curriculum Aiming to Engage Students, Researchers on the SDGs
Cross-Posted from Leadership. The aim of this new venture from academic publishing giant Taylor & Francis is to enable students and tutors to deliver the change they want throughout their careers and lives.
Eyes Wide Shut? It’s Time to Wake Up: Join the Creative Climate Disclosure
Cross-Posted from Business Case. Dear CEOs, CCOs, CMOs, CFOs, MDs and CDs: It’s time to wake up ... Commit your creativity to ‘the biggest brief’ this sector has ever known.
Small Decision, Big Impact: New Campaign Highlights Ripple Effects of Drinking Honest Beverages
Honest's new campaign showcases the brand’s purpose-driven DNA and longstanding mission to democratize organics and promote economic opportunity — as well as its expanding portfolio.
Navigating a World of Labels Through Third-Party Certification
Consumers want to trust that the products they are buying are accurately labeled, but in a marketplace saturated with brands all making different claims, this is easier said than done.
KLM Issues Global Call to Industry, Travelers to 'Fly Responsibly'
Cross-Posted from Collaboration. Just ahead of its 100th birthday, the Dutch airline calls on global aviation industry, individual travelers to join forces for sustainable air travel — or take the train, instead.
Screw the Nice Gestures, Advertisers — We Need More Real Impact
A behind-the-scenes look from a Sustainable Development Goals jury member at last week's Cannes Lions.
Investors Lose Patience with Companies’ Lack of Environmental Disclosure
Cross-Posted from Finance & Investment. Investors with nearly $10 trillion in assets are targeting over 700 companies that are not transparent enough about their environmental impact, and pushing them to disclose this information through CDP. This is the first time that CDP is reporting publicly on its Non-Disclosure Campaign.
Transparency Is the Outcome in a Process, Not the First Step
H&M’s move towards transparency has been praised by competitors and consumers alike. But other firms looking to emulate this approach should understand that transparency is merely the end goal in a multi-step process.
SB’19 Detroit: Brands Influencing Better Behaviors, Legislation, Supply Chains
Cross-Posted from Behavior Change. On the fourth and final day of SB’19 Detroit, a host of brands shared lessons learned from efforts to engage consumers on everything from more sustainable food choices and healthier masculinity to much-needed changes in policy.
How Danone Is Putting Humanity Back Into Marketing
“It is not business-to-consumers, but human-to-human. The future is bright for marketing.” — Valérie Hernando-Presse
SB’19 Detroit: #BrandsForGood, #Strawless Laying Groundwork for Sustainable Behavior Change
Cross-Posted from Behavior Change. On Wednesday, day three of SB’19 Detroit, the focus was on collective brand efforts to create the significant shifts in consumer behavior necessary for The Good Life to become a reality.
SB’19 Detroit: Brands Large and Small on Driving the Change They Wish to See in the World
Cross-Posted from Behavior Change. SB’19 Detroit was off to an engaging start this week, with powerhouses including Allbirds, Cisco, Eileen Fisher and Timberland comparing notes with rising craft brands and even Little Miss Flint on the most effective ways to continue to drive change toward a healthy, sustainable future.
Adobe, Pantone Launch Custom Colors to Inspire Ocean Conservation, Climate Action
The “Glowing Glowing Gone” campaign advocates for action for coral reef conservation by highlighting the global danger signaled by fluorescing corals.
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.
