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.
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.
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.
Ford's 2018 Trends Report Highlights Opportunities for Brands, Consumers in Uncertain Times
Uncertain times are finally starting to take their toll — according to a new report from Ford, more than 60 percent of adults globally say they feel overwhelmed by the unrest, upheaval and other changes taking place around them. The mobility company’s 2018 Looking Further with Ford Trends Report examines the issues responsible for this unsettling climate — and the coping mechanisms that are emerging as a result.
The SDGs Should Be Like a Chocolate Advent Calendar
If I was given a dollar for every time I saw the Sustainable Development Goals’ multi-colored icon grid in a sustainability presentation, I would be a rich man. But the SDGs are a great example of how ubiquity doesn’t necessarily equal a successful communications/engagement strategy.
Report: Corporate Action on SDGs Stalling Just Two Years Into 2030 Agenda
Despite mounting evidence for the business case for integrating the Sustainable Development Goals (SDGs) into brand strategy, a new report released by Corporate Citizenship shares some alarming trends in how corporate action on the SDGs is evolving.
The Rise of Corporate Sustainability Goals: Some Hard Data
For the last 5 years, my firm has tracked the sustainability goals of the world’s largest companies. These thousands of targets commit multinationals to do many important things, such as slashing carbon emissions in half (or to zero) or bringing the percentage of women in management up dramatically. The project, managed in part by my colleague Jeff Gowdy, keeps the public and free website www.pivotgoals.com humming.
Rolland: Success Involves Transparency About Your Sustainability Program
News Deeply, in partnership with Sustainable Brands, has produced a series of profiles looking at how brands are tackling some of the world’s biggest challenges. The goal is to examine trends and gather insights from a new wave of corporate citizenship — in an era when the private sector is increasingly expected to play a positive role in improving our lives and societies. This is the 15th article in the series.
Simple Stories Move Millions: Bangladesh’s ‘Made in Equality’ Campaign
A digital initiative bringing to life real stories about real people in the Bangladeshi garment industry is proving a game-changer in the country in its first year of launch. “Made in Equality” is a website and Facebook page illustrating garment workers’ life experiences in their own words. The simple format of an individual’s image, presented alongside their quotes, is proving moving and powerful.
Olympic Committee Taps Public to Bring Solar-Powered Lighting Solutions to Refugee Camps
Supporting its vision of building a better world through sport, the International Olympic Committee (IOC) has launched a new integrated brand campaign, Become The Light, which encourages people to get active and act as beacons of positivity. The campaign uses light as the symbolic representation of the Olympic values. Through a series of public service announcements, the campaign demonstrates how the achievements of athletes and the Olympic spirit can motivate people around the world to “Become the Light.” It includes a series of inspirational films featuring athletes emanating light while competing in winter sports.
The Current State and Evolution of Corporate Sustainability Assessment Organizations
CDP, RobecoSAM, EcoVadis — they are all organizations that assess the sustainability performance of companies worldwide. They all have their own agenda and targets, and of course, their own methodology to assess a portfolio of companies.
From ESG to SDGs: An Investor’s Perspective on Sustainability Reporting
Investors are stepping up their appeals for robust corporate sustainability reporting, with increased focus on climate impact and long-term performance in a carbon-constrained world. These reports have been standard for some time, though the metrics and definitions for success have transformed within this framework over time.
From Niche to New Normal: Scorecards Enabling Holistic Shifts to Sustainable Product Portfolios
Shifting an entire product portfolio to align with an ambitious sustainability strategy is no small feat. Even those considered leaders in corporate sustainability are still refining their approach. This session on day two of SB'17 Copenhagen explored how sustainability scorecards have been developed and used to support product innovation processes for sustainability at several major brands. In introducing the session, Eric Mugnier of EY France set the scene: Companies are increasingly expected to bring sustainable solutions to market through innovating and preferentially investing in products that are good for life.
Raising Our Children to Support Sustainability in a Capitalist Society
When I was a kid, after a certain point I stopped wanting to do the things my parents forced me to do. You may have had a similar experience. The harder your parents tried to make you stay away from candy and obey curfew, the more you wanted to eat a ton of candy and break curfew.