How brands are successfully communicating their sustainability efforts — and how their stakeholders are asserting their own needs and preferences
In his new book, The Hero Trap, Thomas Kolster says rather than promoting what’s good about their company or products, brands need to shift their focus to their customers — specifically, their brand’s role in helping its customers transform the... View More
The chemical giant has been a leader in innovative approaches to quantifying the impacts of its diverse product portfolio. ... View More
NYC-based brand strategy agency Grounded is on a mission to help brands, retailers and nonprofits activate their purpose and close the stubborn consumer intent-to-action gap. ... View More
The 2020 GlobeScan-Ethical Markets “Beyond GDP” survey finds that an average of 72% of people across 11 countries would prefer to broaden GDP to incorporate these additional data. ... View More
Swedish impact-tech startup Doconomy has launched a new, free tool that enables fast and reliable product carbon footprint calculations for brands and manufacturers. ... View More
In June, Forest Stewardship Council (FSC) Canada celebrated the first anniversary of its new responsible forest management standard — which has received strong support from industry and NGOs alike. ... View More
The US Cotton Trust Protocol provides measured and verified data about US cotton; which allows fashion and textile brands and retailers to track annual progress toward their targets, and help them tell their sustainability stories. ... View More
Keith Cartwright, the creative force behind such powerful statement ads as P&G’s “The Look” and “The Choice,” shares his insights and advice to brands and agencies on how to most authentically respond in times of crisis. ... View More
Recycled plastic certification makes sense. Manufacturers need confidence that the raw materials they’re acquiring meet their requirements and are truly recycled. But more certifications likely means higher costs and thus less recycled plastic. ... View More
Much-needed updates to a growing number of brands in response to the Black Lives Matter movement is a great start. But deep, lasting impact requires two main actions — apologies; and adjusting the social paradigm. ... View More
In just over two weeks, the Stop Hate for Profit campaign has rallied the support of over 400 companies — all of which have pulled their advertising dollars from Facebook and Instagram for the month of July. ... View More
UNESCO’s new campaign asks us to question our ideas about what is normal, suggesting that we have accepted the unacceptable when it comes to our environment, economies, public health and societies for far too long. ... View More
Food is not about boxed brands on a shelf, but about people and the environment — hence, our need for food declarations. We’re working on one that not only certifies the ingredients, but shows consumers the impact they make with the purchase of e... View More
The latest Porter Novelli Purpose Tracker reveals a new mandate for US companies to authentically and substantively address racial inequality and myriad social justice issues. ... View More
Internationally recognised speaker and author Thomas Kolster, also known as Mr. Goodvertising, takes a hatchet to his earlier beliefs around purpose-driven brands in a new book, The Hero Trap. He says the one question brands need to be asking and act... View More
Amidst the social unrest that has flooded the US since the murder of George Floyd, four household-name food brands, whose brand identities have long centered around racial stereotypes, are updating their images and logos to reflect the changing socie... View More
As impact communicators and advisors, it’s our responsibility to remind those we work with and those we meet along the way that businesses that lead with purpose and credible, authentic values are those that will stand the test of time. ... View More
Corporate America, through storytelling, can eliminate institutional racist policies and laws to create economic opportunities for African Americans; and hence, themselves. I urge every corporation to create storytelling programs to weave your employ... View More
Take a minute to scan your last sustainability report’s CEO statement, and to peel back the glossy SDG infographics. Can you say, hand on heart, that your company’s current SDG response really is creating system-wide value? ... View More
Brands are more willing than ever to take public stands in support of important issues. But while many aren’t much more than social media sound bytes, others go beyond lip service to action. ... View More