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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MSC on Mission to Ensure Sustainable Seafood for All

MSC has researched what matters most to seafood lovers, and how to engage consumers and producers on the benefits of sustainable seafood. We caught up with Senior PR Manager Jackie Marks to find out how MSC is getting that message out.

Super Bowl’s $5.6M Question: Can Snickers Really Fix the World?

At least the game was fun to watch, because this year’s commercials make the United Nations’ sixth edition of the Global Environment Outlook report seem like interesting reading. This year, corporate America chose to laugh rather than voice an opinion.

Sell Responsibly… or Else? It’s Time to Face (Over)-Consumption and Come Up with Creative Solutions

We shouldn’t lure people into buying more than they need; but rather, help people make it all add up to a more meaningful life. Brands might be able to keep afloat on a short-term strategy and hide behind a cloak of innocence, but every dinosaur step is one closer to extinction.

What Will a Circular Economy Mean for Branding?

While a circular economy will present huge challenges to most brands' conventional business models, there are huge opportunities for those who embrace and adapt to this change — while those who drag their heels with incremental changes will undoubtedly fall behind.

BlackRock Responds to Demands for Stronger Climate Action with Bold New Commitments

Cross-Posted from Finance & Investment. CEO Larry Fink has called for “a fundamental reshaping of finance” in response to the climate crisis, but BlackRock remains the largest investor in fossil fuels and the companies driving deforestation around the world.

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Remembering Harold Burson: One of the Earliest Corporate Responsibility Visionaries

In 1973, PR pioneer Harold Burson — who passed away last week at the age of 98 — deftly summed up the role of the PR professional, related to the role of a corporation, in society: Be the corporate sensor, conscience, communicator and monitor.

Here’s How to Encourage People to Dine Out More Sustainably

Cross-Posted from Behavior Change. Created in collaboration with food-service experts, WRI’s new playbook is designed to enable the already-rich-in-expertise industry — so adept at marketing and selling foods — to help diners choose healthier and more sustainable, plant-rich options.

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.

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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.

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.

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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.

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.

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