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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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3 Ways We’ll Change the Game in 2020

Cross-Posted from Collaboration. Our global community of innovators is always abuzz with activity, but momentum generated from three initiatives this year have us particularly excited to follow them in the year to come.

Less Talk, More Action: Brand Leaders Poised for Transformative Change in 2020

Among the top 10 issues Porter Novelli identified as trending in 2019, SB Corporate Members were asked to select the one issue or trend they saw most in their work this year. They are not only ready to take action, but feel that progress and change are on the horizon.

Q&A: thinkPARALLAX Demystifies Effective ESG Communication

thinkPARALLAX is helping brands master storytelling around ESG issues to engage stakeholders. CEO and co-founder Guusje Bendeler told us more about the agency’s approach to creating a new ROI — Return on Impact.

New Roadmap Outlines Best Practice in Corporate Transparency

A rise in stakeholder interest, especially investors, in greater alignment between sustainability and financial transparency has spurred companies to more clearly communicate their purpose and how it creates long-term value across all their communication channels.

Brands Missing Opportunity to Highlight Health Benefits of Sustainable Products

Brands that are committed to sustainability could conduct efficient, cost-effective research to show that their products help reduce exposure to harmful substances, leveraging their commitment to sustainability and expanding it to a commitment to consumer health.

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Leading-Edge Stakeholder-Engagement Metrics Reshaping Companies’ Definitions, Benchmarks for Success

Cross-Posted from New Metrics. On day 1 of New Metrics ’19, representatives from corporates, nonprofits and more explored new ways to quantify the impacts of various forms of stakeholder engagement — from communities to consumers to employees.

SB Oceans: Can Better Business Save Our Seas?

Cross-Posted from Collaboration. Over the course of three action-packed days, the inaugural Sustainable Brands Oceans (14-16 Nov) in Porto, Portugal convened a stellar lineup of business leaders laser-focused on saving the ocean while there’s still time. Here’s what we learned from some of the practitioners and storytellers …

How a Fancy Pancake Helped Save The Bay: Lessons for Giving Tuesday

The company-employee-cause relationship has been transformed over the years; why not the company-customer-cause relationship, too? At Phin, we work to help companies build impactful relationships with consumers and charitable organizations through sponsored donations.

How Better Storytelling Can Get People to Vote: Lessons from the European Elections

I strongly believe in the power of emotional storytelling that cuts through. We need to make people *feel* something. More than ever, we have to stand up for the values that we believe in — and to do that well, we need to take more risks. 

Award-Winning Creative Driving Inclusion, Diversity, Civic Engagement

D&AD Impact is a global initiative and awards program that showcases how creative thinking can be a force for good. This year’s winners highlight solutions including adaptive gaming and furniture design to wildlife conservation to turning the tables on racist rhetoric.

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As REI Prepares to #OptOutside for 5th Year, CEO Says It’s Not Enough

Cross-Posted from Organizational Change. Outdoor retailer unveils aggressive, new sustainability commitments around waste and eliminating unnecessary packaging; urges employees, business leaders and consumers to “opt to act” on waste.

Gen Z Believes in Its Own Power to Make Change, But That Companies Must Lead the Way

While Gen Zers feel personally responsible to make a difference and 76% believe we will have made headway on important issues in five years’ time, 90% also believe companies must drive action on social and environmental issues.

Abbott Planting Seeds for Healthier Tomorrow with ‘Future Well Kids’

By inspiring kids to start healthy habits today, Abbott’s new Future Well Kids program aims to create a healthier tomorrow. By the time kids finish the program, they'll have developed their own definitions of what living a healthy life means.

Unlocking the Transformational Power of Sustainability Thought Leadership

Cross-Posted from Leadership. Because it lacks the self-serving undercurrents associated with other types of marketing, sustainability thought leadership is one of the most effective tools for building trust among stakeholders while establishing your brand as an industry authority.

World Food Day: Celebrity Chefs, Soil SuperHeroes Out in Force to Save Our Food System

In honor of World Food Day (Oct 16), Green America highlights the farmers and food companies leading the regenerative ag revolution; and the World Food Program launches its global Stop the Waste campaign.

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Bleak New Campaign Depicts the ‘Day Sushi Disappears’

The campaign aims to alert consumers to the likelihood that climate change will continue to affect marine habitats, to the point that some of our most beloved sushi ingredients disappear.

Q&A: Extinction Rebellion’s Andrew Medhurst and the Role of Youth Activists in Shaking Us Awake

Ahead of his upcoming keynote at SB’19 Madrid, we spoke with Andrew Medhurst — a one-time investment banker and now full-time volunteer with Extinction Rebellion — about the moonshot thinking we need to get us out of our current predicament.

Q&A: The Agency Behind the Ice Bucket Challenge Gets Even More Focused on Purpose

Purpose-led communications campaigns have skyrocketed, and Porter Novelli has moved in lockstep with this trend. We spoke with CEO Brad MacAfee to hear more about their pivot towards purpose.

50 Leading Mobile Operators Now Disclosing Climate Impacts Through CDP

Cross-Posted from Cleantech. The commitments are part of a GSMA-led climate initiative to develop a decarbonization pathway for mobile sector.

Alaska Airlines Asks Guests to #FillBeforeYouFly, to Reduce Inflight Plastic Waste

Cross-Posted from Behavior Change. Alaska’s new initiative aims to rally flyers to bring their own water bottle and fill it before they board; the airline will now plant trees when guests bring their own pre-filled water bottle.

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