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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Toyota Tackles Climate Change, Inclusivity in ‘Start Your Impossible’ Campaign

Building on the success of its “Good Odds” spots released during the Super Bowl, in which it highlighted the real-life story of Canadian Para-alpine skier Lauren Woolstencroft, auto giant Toyota has released a new ad campaign “Start Your Impossible” for the Olympic and Paralympic Winter Games PyeongChang 2018.

Winning Over the Purpose-Focused Employee

This is the second in a series of articles examining how business leaders and companies can transform their corporate culture in order to succeed in the midst of the impending Purpose Revolution. Find links to the full series below. There is a war on for top talent and not everyone is going to be a winner. According to the 2017 Deloitte Global Human Capital Trends report, there are “widespread talent and skill shortages” making attracting the best talent a “top concern of business leaders.” Amidst this talent grab, businesses need to be asking, “What makes our organization stand out above the rest?”

Absolut Bares It All in Humorous Transparency Campaign

Absolut is leading the way for transparency with a new campaign that proves that it really is ‘the vodka with nothing to hide.’ The Åhus, Sweden-based distiller has created a short film that takes viewers on a revealing journey to discover Absolut Vodka’s CO2 neutral distillation process and sustainable ethos.

Can Being Socially Responsible Get You a Date?

In my book, Rise Up: How to Build a Socially Conscious Company, I made a number of predictions about the future, ranging from the rise of women to a more equitable and influential role in the workplace to the growth of worker collectives, such as co-ops and employee-owned companies, in the marketplace. I also predicted that ratings systems would proliferate in every walk of life, from companies to cities to individuals:

Corporate America Swings from Sobs to Silence in This Year’s Super Bowl

It was a sad Super Bowl. Sad, as only Trump can say it. Saaad. One minute I had a cunning, fast-talking clown trying to sell me stuff in true ad-land fashion. The next, I felt emotionally mistreated by a sobbing stranger playing curling with my heart. Corporate America appeared not to care at all — and if it did, it cared too much — which is exactly the problem. Of four quarters of fast-paced commercials only around 10 aimed for something bigger than product plugging.

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UN Talanoa Dialogue Portal Invites Businesses to Contribute to Climate Discussion

The UN Climate Change secretariat is launching an online portal that invites countries, businesses, local government and civil society to contribute to the climate change conversation. The platform will support the Talanoa Dialogue, an international conversation mechanism launched during COP23 in Bonn, which will help track progress on current commitments and drive global climate action.

Purpose Differentiates in an Age of Disruption

What makes a good company successful in an age where we are blessedly cursed with a wide selection of products in every category? With technology being a widespread disruptor, the business landscape is rapidly changing and making some companies obsolete almost overnight. Do you recall Blockbuster?

5 Hacks to Activate Purpose in the Workplace

It should come as no surprise that purpose — defined as your company’s aspirational reason for being beyond profit — plays a key role in the direction of your business on multiple levels. Purpose is an overarching “north star” that serves as a guidepost for decision making.

Budweiser Launches Label for Beers Brewed with 100 Percent Renewable Electricity

Budweiser is launching a new initiative to communicate its commitment to sustainability to consumers and kickstart an industry-wide movement. The AB InBev brand has created a renewable electricity symbol that indicates when its beer is brewed with 100 percent clean energy.

Outdoor Industry Film Series to Highlight Business Imperative for Embracing Purpose

The Outdoor Industry Association (OIA), whose members include REI, Iron Mountain, Patagonia, The North Face and Timberland, is producing a new film series that shares the stories of outdo

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CVS to Stop Altering Imagery for Beauty Products, Challenges Others to Do Same

In a bid to put people on the path to better health, CVS Health has made significant changes in its retail stores, such as ending the sale of tobacco products, embracing healthier food options and committing to remove certain chemicals of concern from all st

BBC Targets Environmental Impacts of Plastics, Textiles in New Documentaries

In response to the success of its “Blue Planet II” nature documentary series and the substantial social media response that followed, the BBC will launch two new programs that explore the impact of plastics and textiles on the environment.

NRDC Mapping Tool Links Apparel Brands to Their Suppliers’ Environmental Performance

A new mapping tool created by the Natural Resources Defense Council (NRDC) and China’s Institute of Public & Environmental Affairs (IPE) is ushering in a new era for transparency in China. The IPE Green Supply Chain Map — the only of its kind in the world — openly links multinational corporations to their suppliers’ environmental performance.

Northwestern Mutual Campaign Challenges Consumers to Redefine the #GoodLife

Financial security company Northwestern Mutual has launched a new brand campaign with the aim of reframing people’s idea of the #GoodLife, by helping them plan for their financial futures and feel empowered to make the most of enjoying life every single day.

Uber Encourages Partygoers to Celebrate Responsibly in New Social Campaigns

From #DeleteUber to sexual harassment allegations, the Greyball scandal and a recent European court ruling that declared it a transportation business and taxi service, it’s fair to say 2017 has been a pretty rough year for Uber.

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Netflix's ‘Rotten’ Exposes Waste, Fraud, Corruption in Food Industry

The food industry is in transition, with new technologies, programs and initiatives targeting everything from food waste to resource efficiency and traceability emerging almost daily to nudge the sector towards greater sustainability. Though symbols of progress, these advancements are just a drop in the ocean. Many consumers are still unaware of the issues affecting the global food system, which poses a considerable challenge to progress.

Know Your Audience: Why Patagonia Can Sue the President — and Thrive

Last week, in response to President Trump’s decision to scale back Bears Ears and Grand Staircase-Escalante National Monuments, outdoor retail brand and sustainability leader Patagonia in turn announced it would be suing the President, a definitively bold move — even for the likes of the brand that brought us “Don’t Buy This Jacket” an

How to Add Soul to the New Business Paradigm

Today’s customers are more cynical than ever when it comes to the intentions of big business. How do we create experiences for these customers that feel truly genuine? To Maria Moraes Robinson and Simon Robinson, the answer lies in a fusion of Western and Eastern thinking that acknowledges at its core the human need for connection on a deep level.

KIND Launches Storytelling Campaign to Inspire Empathy, Kindness

Furthering its mission to create a kinder, healthier world — one snack at a time — KIND has launched a new video campaign that explores the courage it takes to be kind towards strangers in an effort to kindle a conversation about what it will take to overcome the issues currently dividing the US. The video release, in conjunction with a nationwide contest, is part of KIND’s effort to explore the differences between being “nice” and being “kind” — an oft overlooked distinction that has tangible implications on how we act towards one another.

Campbell's, NowThis Explore Waste, Sustainability, Innovation on New Food Channel

Digital news organization NowThis is rolling out a new food-focused channel that aims to explore food as it relates to culture and the environment. NowThis Food builds on the brand’s already extensive digital offerings, which include NowThis News and NowThis politics — the third and fourth largest video channels on Facebook in terms of engagement, according to Business Insider.

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