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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Green & Black's, Cadbury Swap Out Fairtrade for In-House Cocoa Life Verification Scheme

(1 year ago) - Earlier this summer, British supermarket group Sainsbury’s inspired a flurry of criticism after launching its own in-house sustainability standard, ‘Fairly Traded.’ At the time of the announcement, The Fairtrade Foundation suggested the new model could bring about disempowerment — and set a dangerous precedent.

Heineken Aims to Fight Report Fatigue by Sharing Sustainability Highlights in GIF Form

(1 year ago) - Earlier this year, Heineken released its 2016 Annual Report, marking the first time the company has combined its annual and sustainability reports into one document. To mark the launch of the report in the United States, the company tapped creative agency Nice and Serious to create a series of GIFs in an effort to make the content more relatable and interesting to target audiences.

Shareholders Increasingly Placing Pressure on Companies to Address Deforestation

(1 year ago) - Sustainability and climate risk are increasingly becoming important considerations for investors, a trend that is driving the world’s largest companies to commit to reducing their impact on global forests, says a new analysis of shareholder resolutions published by the Global Canopy Program.

New Research Sheds Light on Meaning of ‘Natural’ Food

(1 year ago) - The vague and often overstated use of the term “natural,” which lacks a universally accepted definition, has resulted in considerable confusion among consumers. A new study conducted by the Hero Group, parent company of baby food brand Beech-Nut Nutrition, hopes to address the problem by shedding light on how consumers understand the term.

The 'Dirty Words' of Sustainability Messaging: Why We Need a New Approach

(1 year ago) - It’s no surprise that people simply do not want to talk about sustainability — and why it’s important in the first place.

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Stella McCartney Fall Campaign Targets Overconsumption, Waste

(1 year ago) - Stella McCartney has long been an advocate for sustainable, ethical fashion; the luxury label has been busy over the last several months trying to drive the industry away from a take-make-waste model, announcing plans to use Parley for the Oceans’ recycled plastic yarn and Aquafil’s ECONYL® fiber, made from 100 percent regenerated nylon waste, in its line of shoes, accessories and outerwear

Trending: New Netflix Films Tackle Climate Change, Factory Farming, GMOs

(1 year ago) - Netflix has become somewhat of a cultural phenomenon, quickly emerging as an essential for Gen Z, Millennials and Baby Boomers alike. While shows such as "House of Cards" and "Thirteen Reasons Why" are the entertainment hub’s bread and butter, Netflix is now hoping to leverage its influence to turn viewers’ attention towards critical environmental and social issues. The network has signed on two new films that seek to bring the issues surrounding climate change and GMOs to the mainstream.

Cannes Lions: Worst Year Ever Was Best Year Yet for Goodvertising

(1 year ago) - Leaving Cannes last week, I felt even more schizophrenic than I did during my hard-working years in ad land. On the one hand, it’s been the best year ever in the Festival’s history for advertising that does more than sell snake oil - call it ‘Goodvertising,’ if you will. On the other, it seems like most agencies and marketers are treating the biggest issues of our time as a new trend, as if doing good is simply the ‘new black’ or perhaps pink (judging from the number of women’s equality campaigns on show).

C40 Mayors Urge G20 Leaders to Work with Cities to Tackle Climate Change

(1 year ago) - Mayors of 52 of the world’s largest cities, representing more than 275 million citizens, have called upon G20 leaders to address climate change at the upcoming G20 Summit.

Why the Climate Movement Needs an Attitude Adjustment

(1 year ago) - How do we stop climate change? This is the question of our generation: If we can answer it, we can stop the worst from happening — megadroughts, famine, cities sunk beneath the sea, and more.

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Trending: Pro-Ocean Orgs Use YouTube, Video Games, Fashion to Educate Consumers About Marine Plastics

(1 year ago) - Eight million tons of plastic trash find their way into the world’s oceans every year. If this trend continues, there could be more plastic than fish in the sea by 2050 according to the Ellen MacArthur Foundation. Considerable action is required to avoid this fate, but more and more organizations are beginning to step up to the plate. Creative campaigns that seek to engage consumers through multi-media and innovative products are proving to be an effective way to reach and educate wide audiences quickly, accelerating the uptake of behaviors and actions that could spur meaningful change.

Google, Global Advertising Groups Tap YouTube to Mobilize Gen Z Around SDGs

(1 year ago) - Google and Common Ground — an alliance of six major advertising holding companies — believe Generation Z could be the key to unlocking an SDG-aligned future. To drive widespread awareness and mobilize action among mission-driven youth around the United Nations’ 2030 Agenda, the two organizations have launched The Common Future Project action campaign.

Despite Big-Time Backing, Climate Leadership Council’s Carbon Dividend Campaign Falls Flat

(1 year ago) - The Climate Leadership Council (CLC), an international policy institute whose mission is to mobilize global leaders around effective and equitable climate solutions, has launched a new ad campaign promoting its proposed carbon tax.

EY: In an Uncertain Global Economy, Communicating Purpose Is Key

(1 year ago) - A majority of business leaders believe in the value of a strong corporate purpose and only a minority say their company’s main purpose is to maximize shareholder value says a new report by EY. Based on a survey of 1,470 global leaders representing companies across various industries in developed and emerging markets around the world, the report reveals that purpose, not profit, is the key to success amid a turbulent global economy.

Unilever, UN Women Set Out to Slay Gender Stereotypes with Progressive Advertising Alliance

(1 year ago) - In recent years, Unilever has distinguished itself both as a champion for sustainability and overcoming gender bias with campaigns, initiatives and internal actions that work to align the company’s products and purpose. Further building on this reputation, the consumer goods giant has launched a new global alliance aimed at eliminating stereotypical portrayals of gender in advertising and all brand-led content.

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Kimberly-Clark Tackles Deforestation, Lab Waste with New Partnerships

(1 year ago) - Putting its Sustainability 2022 strategy into action, Kimberly-Clark has ramped up its relationship with environmental NGO World Wildlife Fund (WWF) with the launch of its new "♥ YOUR PLANET" ("HEART YOUR PLANET") campaign. Designed to encourage consumers to choose products made with fiber from responsibly managed forests, the campaign will display WWF’s logo on Kimberly-Clark paper towel, facial tissue and toilet paper products sold in North America.

Dove, Google, WWF Secure Top Spots on 2017 World Value Index

(1 year ago) - The people have spoken. The results of enso’s 2017 World Value Index are in and brands such as Amazon, Goodwill, Google, World Wildlife Fund and Dove came out on top.

'The Economist' Raising Awareness of Food Issues Through 'Gross,' Uncomfortable Experiences

(1 year ago) - Each year on a global scale 30-50 percent of food produced goes to waste, $750 billion worth of food is thrown away and, in the United States alone, 35 million tons of food are discarded. The statistics surrounding food waste are staggering, but governments, NGOs and businesses alike are increasingly taking action to raise awareness for the problem, drive innovation and reduce waste along the value chain.

Don’t Put Vegetables in the Corner: A Q&A with Behavioral Science Researcher Linda Bacon

(1 year ago) - New research out of the London School of Economics should wake up many in the food industry. In a first-of-its-kind experiment, Linda Bacon – a graduate student in behavioral science and former Global Strategy Director at Mars, Incorporated – tested whether placing plant-based dishes in a separate vegetarian section on restaurant menus influenced ordering. The study’s findings have important implications for how the food industry might move more people to eat healthier and more sustainably, and may just change how we talk about plant-based foods.

SB’17 Detroit Workshop Explores Actionable Strategies for Breaking ‘Gridlock’

(1 year ago) - Gridlock - being stuck in a seemingly intractable situation - can come in many forms. It can be a colleague who refuses to believe in climate change, or an executive who, for reasons hard to understand, is holding back progress on a key sustainability initiative at your company. But it is undoubtedly something anyone working in sustainability has encountered more than once.

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