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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.

ChemSec Approaches Complex Chemistry Discussions with Collaboration and Humor

Cross-Posted from Chemistry, Materials & Packaging. ChemSec works to eliminate toxic chemicals in products by engaging with companies and policymakers across cultures, industries and governments; ED Anne-Sofie Bäckar says trust, transparency — and sometimes, keeping things light — are key.

The Problem with Recycling, Part 3: Reducing Confusion and Boosting Consumer Confidence

Cross-Posted from Waste Not. This is the third in a three-part series covering key opportunities to turn 'the plastic-recycling problem' into a sustainable, circular plastic economy.

Lundberg Family Farms Launches First US-Grown Regenerative Organic Certified Rice

Cross-Posted from Collaboration. The California rice producer has helped establish the first standards for regenerative rice and set a goal for its entire crop to be ROC by 2027.

Klarna Conscious Badges Offer World’s First Assessment of Electronics Brands' Environmental Achievements

Badges build on Klarna’s commitment to providing its 150M users with the insights and tools they need to make more informed purchasing decisions and enact positive environmental change.

Unilever Study Reveals Influence of Influencers in Sustainable Behavior Change

Cross-Posted from Behavior Change. Dove, Hellmann’s and a team of behavioral scientists examined how brands can leverage and maximize the power of social media influencers to positively impact consumer behavior.

What a Zombie Apocalypse Can Teach Us About the Fight for Social Justice

Here are three lessons social-impact leaders can learn from Ellie — the 14-year-old protagonist in “The Last of Us” — for dealing with these increasingly challenging times.

For Climate Solutions to Cross the Chasm, Start with Customers Ready for Change

To avoid the worst climate impacts, we must prioritize the deployment of emerging climate solutions without delay. To do that, companies must overcome a common marketing challenge.

Tractor Beverage Co Furthers Commitment to Transparency with Organic Impact Tracker

Cross-Posted from Supply Chain. Tractor becomes the first beverage brand to track and disclose impact data about its ingredients — as 7 in 10 consumers express interest in how their beverage choices impact the planet.

The Many Hats of a Sustainable Marketer

Marketing is becoming inextricable from sustainability. Marketers must collaborate with other departments closely, gather accurate knowledge and work out how to share brand attributes in a humble and credible way.

Lights, Camera, Climate Action? Advertisers Being Called Upon to Rein in Their Carbon Footprint

Accurately measuring, tracking, comparing and reporting impacts for the process of producing, filming, displaying and running ads will be crucial for the industry to play its part in solving one of the big challenges of our time.

Cultural Intelligence Unlocks Campaign Strategies to Support Brand-Led Culture Change

Cross-Posted from Behavior Change. By unpacking consumer trends and crafting poignant narratives, today’s brands can create behavior change, shift consumer demand, and drive good growth — resulting in positive market transformation and sustainable culture change.

Consumer Product Brands Embrace Responsible Forestry

Cross-Posted from Supply Chain. When it comes to forest products, Bio Pappel, HP, Melissa & Doug, REI and Amazon are all leaders in responsible sourcing. What does this commitment look like in practice?

Pomp, Personalities and Products Made for a Super Bowl with Little Purpose

Product, product, product drove Super Bowl commercials this year; purpose and ESG communication were largely left on the bench.

The Power of $7M: How Companies Can Make a Lasting Impact with Their Super Bowl Ad Budget

Directing $7M to improving lives instead of selling products sends a powerful message of hope and generosity to millions of Super Bowl fans.

Anheuser-Busch Brings ‘National Recycling League’ Action to Super Bowl LVII

Cross-Posted from Behavior Change. Every beverage container recycled through gamified reverse vending machines will give fans an instant prize and qualify them to win NFL season tickets.

It’s Not Easy Being Green: How to Avoid the Many Shades of Greenwashing

With keener public awareness and growing scrutiny of brand sustainability claims, greenwashing hasn’t gone away but become a ‘many-headed beast.’ Experts weigh in on the best way forward for brands.

From Messages to Painted Pictures: How Storytelling Drives Social Purpose

Messaging is about telling an audience something; storytelling shows them something. Engaging social-purpose storytelling can shape the way people think and feel, and motivate them towards a desired action.

Global Citizen, Authentic Team Up to Rally Consumers to Help #EndExtremePovertyNOW

The strategic initiative will include impact-focused brand activations and products to engage consumers in Global Citizen’s mission to end extreme poverty.

Brand-Led Culture Change Key to a Flourishing Future

Cross-Posted from Behavior Change. By prioritizing bold business imperatives and meeting deep human needs, brands can transform themselves into the leaders of a new, regenerative economy. But these initiatives cannot thrive in a closed system of communication.

2023 Design Trends: Balancing the Beautiful with the Responsible

Cross-Posted from Chemistry, Materials & Packaging. The balance between luxury and sustainability has set a new bar for luxury packaging, making us all stop and think about how we can do things differently.