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.
Tony’s Chocolonely: The Advent of More Teachable Brand Moments?
“Tony’s has done a great job of raising awareness of an important issue; and there is a real risk that the overriding message that will be left, once the dust settles, is one of a brand getting it wrong — and that could undermine all of the important messaging that Tony’s tries to share through its purpose.”
Purpose & the Stakeholder Factor: 10 Trends for 2021 and Beyond
Cross-Posted from Walking the Talk. To capture the top trends of 2021, Porter Novelli reviewed and analyzed a year’s worth of Purpose-driven and stakeholder news, activities, campaigns and announcements to deliver the latest in stakeholder intelligence. Here are our 10 need-to-know trends for today and tomorrow.
Synergizing ESG Data Collection Improves Reporting, Performance
Nasdaq OneReport helps companies position themselves for current and future ESG-related work — whether regulatory or voluntary — to help align overall goals and outcomes across organizational departments and roles.
Growing Anti-Black Friday Movement Spurns Overconsumption, Unsustainable Holiday Shopping
Cross-Posted from Behavior Change. Consumers are more and more inclined to buy from brands that align with their beliefs and values; and anti-Black Friday is an important indicator of the growing chasm between purpose-driven brands and those still banking on business-as-usual approaches.
‘Vanguardians of the Galaxy’ Stunt Shows Climate Laggards Can No Longer Fly Under the Radar
Two recent releases by a noted activist group put tough questions in front of one of the world’s largest financial institutions — which would be wise to pay attention.
New Campaign Empowers Consumers to Ditch Banks Financing Fossil Fuels
Cross-Posted from Behavior Change. 'Swap for COP' asserts that moving one’s money out of fossil-fuel-financing banks is one of the simplest and most impactful things that individuals can do to help mitigate the climate crisis.
Bottling the Secret Sauce: Brands Share Insights on Closing the Intention-Action Gap
Cross-Posted from Behavior Change. At SB’21 San Diego, leaders in food, retail, finance, healthcare, pet care and more shared lessons learned from a variety of initiatives aimed at moving the needle on consumer behavior change.
Brand Storytelling: A Mechanism for Building a Regenerative Future
On the final day of SB’21 San Diego, a diverse array of keynote speakers explored some of the many ways in which storytelling can be a powerful tool for manifesting the future we need.
Tourism Carbon Labels Educate Travelers, Motivate Companies to Reduce Emissions
Given the pandemic pause, it’s hard to say whether these labels will sway decision-making for travelers. Regardless, these publicly shared labels hold travel companies accountable for measuring, sharing and continuing to reduce their carbon emissions.
Hey, Corporate America: Please Stop Saying, ‘We’ve Always Done Sustainability!’
Cross-Posted from Walking the Talk. Because it begs this response: “Really? If you’ve been doing sustainability for decades, why is the planet (and the human race) in the trouble it’s in?” And corporate America doesn’t really have a good answer to that.
What Happens When an Environmental Leader Finally Claims the Mantle? NRS Asked Triple Gap & Valutus to Find Out
A leader in the water sports industry, NRS was shy about tooting its sustainability horn. So, it asked us: How much value does the market place on brand-level commitment to sustainability vs. product-level initiatives? Turns out, touting any of the brand’s many attributes generated a significant increase in consumer preference.
1.8M Fairtrade Farmers to World Leaders: 'Keep Your Climate Promises'
Signed by Fairtrade producers in Africa, Asia, Latin America and the Caribbean, the letter warns governments of developed nations that their lack of climate action is threatening farmers' livelihoods and global food supplies.
P&G, Walmart Collaborate on Interactive Experience to Help Guide Better Purchases, Habits
Cross-Posted from Behavior Change. The two companies have teamed up to develop an interactive, educational and entertaining experience designed to educate families on how they can conserve resources in their homes with a few simple changes.
Polestar’s Latest LCA Report Shows New Potential for EV Industry Transparency
The Swedish EV maker finds vast differences in CO2e throughout the life of its vehicles, depending on the source of the charging energy.
Nestlé Professional, WRI Expand Cool Food Meals to Foodservice Locations Across the US
New partnership enables foodservice operators to easily guide diners toward climate-friendly food choices. Nestlé Professional Cool Food Meals will incorporate plant-based proteins from Sweet Earth Foods, which will be carbon neutral by 2025.
Carlsberg Group Joins Companies Using Marketing to Drive Climate Action
The brewing giant joins 16 other global companies in signing onto the World Federation of Advertisers’ Planet Pledge, which aims to change marketing from a driver of consumption into a catalyst for more sustainable thinking and behavior.
The Secret to Decreasing Scope 3 Emissions: A Win For R&D, Marketing and Sustainability Teams
The First Educator Advantage (FEA) is when a CPG brand is first to educate consumers on an impact topic that does not yet hold mainstream materiality. Here, we explore how successfully executing this strategy can reduce scope 3 emissions, increase consumer loyalty and allow R&D teams to effectively innovate for the market.
Tide, NFL Partner to Inspire Football Fans to #TurnToCold
Cross-Posted from Behavior Change. The partnership aims to encourage more than 80 million households of NFL fans to switch to energy-saving cold-water washing in an effort to dramatically reduce consumer greenhouse gas emissions.
Sense & Sustainability: How Can Brands Foster Consumer Courage in Combating the Climate Emergency?
To foster courage in the face of crisis, empowerment through transparency, trust through intersectional action and a constant determination to iterate and improve can give hope and empowerment in a troubling age.
Nestlé Asks Consumers How They Would Navigate Quest for Sustainable Palm Oil
Nestlé hopes that a new interactive platform, Beneath the Surface, will give viewers better insight into the complexity of palm oil supply chains and insight into how choices they make under different scenarios can lead to a range of outcomes and consequences.
