How brands are successfully communicating their sustainability efforts — and how their stakeholders are asserting their own needs and preferences
Amidst the uncertainty of the world during a global pandemic, two key pieces of 2020 research offered hope and optimism about what purpose-driven brands can achieve in 2021 — buoyed by new attitudes, opinions, and desires from consumers.
Today, social impact agency Public Inc. launched a digital campaign in support of mental health — and a bitingly funny, cathartic send-off to acknowledge the dumpster fire of a year we've all had.
Cross-Posted from Organizational Governance. In the midst of all the unrest and uncertainty, where did we see innovation, progress and possibility in 2020? Porter Novelli analyzed a year’s worth of Purpose-driven news, activities, campaigns and announcements; and distilled our 10 need-to-know trends for today and tomorrow.
Cross-Posted from Supply Chain. Countless studies have shown companies no longer need to choose profits over people; valuing people and sustainability is profitable. Consumers vote every day with their dollars and are rewarding the brands that embed sustainability into their ethos.
The most creative marketers bring their passion to help brands drive positive change. But what does that actually look like? Here are three key takeaways for marketers looking to stay relevant in a changing world, and take a stand for good.
Cross-Posted from Organizational Governance. To be effective, sustainability and purpose work should create positive business change, not positive media stories. They are management tools, not PR initiatives. So, should brands stop communicating until they’ve got something concrete to say?
The murals were part of a Fairtrade America campaign during October for Fair Trade Month, to raise awareness of Fairtrade’s positive impacts. Shoppers voiced their choice for Fairtrade and won various Fairtrade prizes.
Cross-Posted from Consumer Behavior Change. New GlobeScan research found that 77% of consumers are interested in choosing products that last longer, and 53% said they were interested in buying fewer things, in general. But there remains a gap between intention and action.
The heritage lifestyle brand used a true customer story as inspiration for its latest Christmas campaign, which celebrates the value of repairing used items vs purchasing new.
Here are three key considerations worth keeping in mind as you endeavor to find, create and use fresh, relevant visual content to communicate your brand’s commitment to sustainability — and even more importantly, inspire customers to action.
Setting climate goals and claiming leadership while supporting laws that would oppose the realization of those goals is not just bad for a company’s reputation and the hiring of young talent — such misalignment also poses a systemic risk that is of increasing concern to investors.
Guests ordering on the Chipotle app and Chipotle.com now get a first-of-its-kind look into the brand’s sourcing efforts, down to the ingredient — and can track how Chipotle reduces its environmental impacts.
Cross-Posted from Supply Chain. As Forest Stewardship Council Director General Kim Carstensen explains, the certification helps brands take climate action by offering a simple way for consumers to make a difference, connected to tangible impacts in forests.
A global study by Gillette found that men are taking environmental concerns more seriously, as a result of COVID-19. And the company raises the bar for itself with the launch of its Sustainability 2030 goals.
Some dismiss brand activism as little more than PR stunts. But we at Grounded strongly believe brand activism is here to stay and can transform purpose into profit.
Cross-Posted from Organizational Governance. A dramatic shift in diversity is only possible if the most exposed, vulnerable and or marginalised groups contribute to decision-making around narratives, ideas and solutions. Can you name any brands that are championing race within their purpose work and doing it well?
Now, just as diners can make decisions based on nutritional information, they can also decide what to eat based on the climate impact of a dish.
Cross-Posted from Organizational Governance. The Time to Vote coalition has grown to nearly 800 companies. The goal is to have more than 1,000 companies — from a diverse set of industries representing every state — join the movement by November 3.
Cross-Posted from Consumer Behavior Change. New global public-opinion research from GlobeScan reveals that people need and want help from brands to change their lifestyles to become healthier and more sustainable.
If we want to reduce food waste, we need consumer-led solutions — which can be sparked by retailers. Brands, manufacturers and other food system actors get their message through to consumers if retailers open the door for them.