Marketing & Communications

How brands are successfully communicating their sustainability efforts — and how their stakeholders are asserting their own needs and preferences

Article
Organizational GovernanceMarketing & Communications
To Be an Anti-Racist Brand: Start by Being Aware, Additive and Alive
To Be an Anti-Racist Brand: Start by Being Aware, Additive and Alive
Published on February 22, 2021
About a 7 minute read

The next frontier of sustainability is regeneration — building brands that actively restore and renew a system. And that’s as true for our systems that continue to allow racial injustice as for our environmental ecosystems. ... View More

Article
Marketing & CommunicationsCollaboration & Co-Creation
How Amazon Is Scaling Conscious Consumerism by Partnering with Brands, Certifications
How Amazon Is Scaling Conscious Consumerism by Partnering with Brands, Certifications
Published on February 18, 2021
About a 4 minute read

The e-commerce giant is working with over 20 product-certification partners to deliver product-specific sustainability information to shoppers through its Climate Pledge Friendly program. ... View More

Article
Organizational GovernanceMarketing & CommunicationsRegulation & Public Policy
Corporate Political Responsibility: The Missing Link in Companies’ ESG Strategies
Corporate Political Responsibility: The Missing Link in Companies’ ESG Strategies
Published on February 16, 2021
About a 8 minute read

The disconnect between many companies’ public sustainability ambitions and their non-public lobbying efforts can no longer be excused. The Erb Institute’s Corporate Political Responsibility Taskforce is helping companies connect the dots. ... View More

Article
Marketing & CommunicationsCircular EconomyInnovation & Technology
7 Tips for Engaging Consumers on Circularity
7 Tips for Engaging Consumers on Circularity
Published on February 12, 2021
About a 5 minute read

If consumers are to embrace sustainable products en masse, they need better information to be able to make an informed choice — and this is where marketeers have a vital role to play. ... View More

Article
Marketing & Communications
Climate Was the Big Loser in This Year’s Super Bowl – and So Were We
Climate Was the Big Loser in This Year’s Super Bowl – and So Were We
Published on February 8, 2021
About a 6 minute read

Super Bowl LV wasn’t a year in which brands showed leadership with their sustainability messaging; but after the divisiveness, the climate emergency and the rampaging health crisis of 2020, it was a relief to have a laugh. ... View More

Article
Marketing & CommunicationsOrganizational Governance
What Would You Do with $6M? Quantifying the Social Impact of a Super Bowl Ad
What Would You Do with $6M? Quantifying the Social Impact of a Super Bowl Ad
Published on February 5, 2021
About a 5 minute read

Reaching 100 million people at once comes at a high cost — but the sticker price of a Super Bowl ad comes with deeper implications, both for brands and society. What if that money was used for good? ... View More

Article
Supply ChainMarketing & CommunicationsOrganizational Governance
#WhoMadeMyClothes: Transparency Has Become a Fashion-Industry Imperative
#WhoMadeMyClothes: Transparency Has Become a Fashion-Industry Imperative
Published on February 3, 2021
About a 3 minute read

When it comes to one of the world’s most polluting and exploitative industries, more and more consumers are demanding transparency. We have the technology to deliver end-to-end transparency and to support the reinvention of the fashion industry. ... View More

Article
Marketing & Communications
Why We Tell the Stories Behind Sustainable Products
Why We Tell the Stories Behind Sustainable Products
Published on February 3, 2021
About a 4 minute read

Telling the stories of the people and forests behind FSC-certified products deepens consumers’ connections with the brands, and demonstrates the impacts of responsible sourcing. We expect this is just the beginning, due to the clear signals of cons... View More

Article
Marketing & CommunicationsCircular Economy
EVERFI Launches Black History Month Challenge to Promote Youth Education on Race, Equity
EVERFI Launches Black History Month Challenge to Promote Youth Education on Race, Equity
Published on February 2, 2021
About a 2 minute read

The company’s latest digital learning initiative aims to inspire students and spark critical conversations and learning around race and equity, year-round. ... View More

Article
Marketing & CommunicationsOrganizational Governance
Study: No Brand Is Immune to Cancel Culture, But Purpose Helps
Study: No Brand Is Immune to Cancel Culture, But Purpose Helps
Published on February 1, 2021
About a 4 minute read

The explosion and proliferation of social media has given power to the masses to share their opinions about brands — and sway others’ opinions in the process. But 73% of those surveyed said they’re less likely to cancel a purpose-driven brand. ... View More

Article
Marketing & Communications
Benchmarks vs. Actual Data: Balancing Accuracy, Effort in GHG Reporting
Benchmarks vs. Actual Data: Balancing Accuracy, Effort in GHG Reporting
Published on January 29, 2021
About a 9 minute read

Here, we discuss how companies — particularly larger, multi-facility enterprises — can ensure they are getting an accurate picture of their energy usage and GHG emissions. ... View More

Article
Marketing & Communications
Digging Deeper Into Marketing’s Purpose Pivot
Digging Deeper Into Marketing’s Purpose Pivot
Published on January 25, 2021
About a 3 minute read

Once your purpose is in everything you do, it becomes an indelible part of the customer experience. By attracting customers who believe society is better off if they do business with your company, you can create a social movement around your brand. ... View More

Article
Marketing & Communications
2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns
2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns
Published on January 20, 2021
About a 2 minute read

2020’s winners cover topics ranging from calculating product carbon footprints, regenerative farming, healthier food and reusable packaging to DEI, supporting businesses during COVID and more. ... View More

Article
Consumer Behavior ChangeMarketing & Communications
With Tomorrow's Air, Travelers Can Help Remove Carbon from the Atmosphere
With Tomorrow's Air, Travelers Can Help Remove Carbon from the Atmosphere
Published on January 19, 2021
About a 5 minute read

The world’s first carbon-removal collective for the travel industry offers climate-clever travelers and small businesses the ability to contribute directly to carbon removal and storage. ... View More

Article
Marketing & CommunicationsCircular Economy
Complementary Studies Provide Glimpses into Consumers’ Minds During Most Difficult Year in Modern History
Complementary Studies Provide Glimpses into Consumers’ Minds During Most Difficult Year in Modern History
Published on January 5, 2021
About a 11 minute read

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. ... View More

Slides
Supply ChainArtificial Intelligence for SustainabilityCollaboration & Co-CreationMarketing & CommunicationsOrganizational Governance
20 Resources for Delivering Good Growth
20 Resources for Delivering Good Growth
Published on January 1, 2021

We’re proud to share a five-part series of reports with four tools each. These tools, 20 in total, have excellent track records that have proven very helpful in engaging and delivering value to each of the stakeholder groups identified as top prior... View More

Article
Marketing & Communications
New Campaign Supports Mental Health, Tells 2020 How We Really Feel About It
New Campaign Supports Mental Health, Tells 2020 How We Really Feel About It
Published on December 17, 2020
About a 2 minute read

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. ... View More

Slides
Consumer Behavior ChangeMarketing & Communications
Socio-Cultural Trends: 2020 Q4 Pulse Highlights Report
Socio-Cultural Trends: 2020 Q4 Pulse Highlights Report
Published on December 15, 2020

Sustainable Brands, in collaboration with the Corporate Partners of the SB Brands for Good initiative, field ongoing socio-cultural research that is designed to understand consumer intentions and actions towards sustainable lifestyles, and how brands... View More

Article
Organizational GovernanceMarketing & Communications
2020’s Top 10 Trends in Purpose — and What They Could Mean for You in 2021
2020’s Top 10 Trends in Purpose — and What They Could Mean for You in 2021
Published on December 14, 2020
About a 9 minute read

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... View More

Article
Supply ChainMarketing & Communications
Certifying Private-Label Brands Leads to 200% Increase in Farmer Premiums
Certifying Private-Label Brands Leads to 200% Increase in Farmer Premiums
Published on December 10, 2020
About a 3 minute read

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.... View More

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