Marketing & Communications

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

Article
Marketing & CommunicationsOrganizational Governance
3 Lessons for Brands on How to (Credibly) Drive Social Change
3 Lessons for Brands on How to (Credibly) Drive Social Change
Published on December 4, 2020
About a 5 minute read

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.  ... View More

Article
Organizational GovernanceMarketing & Communications
McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate
McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate
Published on December 3, 2020
About a 5 minute read

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? ... View More

Article
Marketing & Communications
Murals Honor the Farmers Behind Our Favorite Products, Benefits of Fair Trade
Murals Honor the Farmers Behind Our Favorite Products, Benefits of Fair Trade
Published on December 1, 2020
About a 3 minute read

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. ... View More

Article
Consumer Behavior ChangeMarketing & Communications
Is Black Friday Dying? Consumers Say They Want to Spend Less This Holiday Season
Is Black Friday Dying? Consumers Say They Want to Spend Less This Holiday Season
Published on November 23, 2020
About a 4 minute read

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. ... View More

Article
Marketing & CommunicationsCircular Economy
Barbour Christmas Campaign Extols Virtues of Repairing Much-Loved Items
Barbour Christmas Campaign Extols Virtues of Repairing Much-Loved Items
Published on November 11, 2020
About a 2 minute read

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. ... View More

Article
Marketing & Communications
Why Climate Change Iconography Needs a Refresh — and How Your Brand Can Achieve It
Why Climate Change Iconography Needs a Refresh — and How Your Brand Can Achieve It
Published on October 30, 2020
About a 5 minute read

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. ... View More

Article
Marketing & CommunicationsOrganizational GovernanceRegulation & Public Policy
Companies Must Follow Climate Science Straight to Capitol Hill
Companies Must Follow Climate Science Straight to Capitol Hill
Published on October 30, 2020
About a 5 minute read

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 ... View More

Article
Marketing & Communications
Chipotle’s Real Foodprint Tracks Sustainability Impact of Menu Items
Chipotle’s Real Foodprint Tracks Sustainability Impact of Menu Items
Published on October 29, 2020
About a 3 minute read

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. ... View More

Article
Supply ChainCollaboration & Co-CreationMarketing & Communications
Q&A: FSC on the Role of Brands in the Fight Against Climate Change
Q&A: FSC on the Role of Brands in the Fight Against Climate Change
Published on October 29, 2020
About a 5 minute read

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. ... View More

Article
Marketing & Communications
Gillette Reveals Men’s Feelings on Sustainability in 2020, Brand Goals for 2030
Gillette Reveals Men’s Feelings on Sustainability in 2020, Brand Goals for 2030
Published on October 26, 2020
About a 4 minute read

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. ... View More

Article
Marketing & Communications
Activism: Why Taking a Stand Will Build Your Brand
Activism: Why Taking a Stand Will Build Your Brand
Published on October 26, 2020
About a 6 minute read

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. ... View More

Article
Organizational GovernanceMarketing & CommunicationsOrganizational Governance
How DEI Issues Have Reshaped the Brand Purpose Landscape
How DEI Issues Have Reshaped the Brand Purpose Landscape
Published on October 16, 2020
About a 3 minute read

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 wo... View More

Article
Marketing & CommunicationsCircular Economy
‘Cool Food Meals’ Badge Helps Diners ID Climate-Friendly Restaurant Meals
‘Cool Food Meals’ Badge Helps Diners ID Climate-Friendly Restaurant Meals
Published on October 14, 2020
About a 5 minute read

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. ... View More

Article
Organizational GovernanceMarketing & CommunicationsOrganizational Governance
Are You Making It Easy for Your Employees to Vote This Election Day?
Are You Making It Easy for Your Employees to Vote This Election Day?
Published on October 12, 2020
About a 5 minute read

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. ... View More

Article
Consumer Behavior ChangeMarketing & Communications
People Need Help Turning Healthy, Sustainable Aspirations into Action
People Need Help Turning Healthy, Sustainable Aspirations into Action
Published on October 7, 2020
About a 5 minute read

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. ... View More

Article
Marketing & CommunicationsCircular Economy
Retailers Could Be the Most Important Player in Reducing Food Waste
Retailers Could Be the Most Important Player in Reducing Food Waste
Published on September 28, 2020
About a 9 minute read

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. ... View More

Article
Organizational GovernanceMarketing & Communications
Virtue Signaling vs Advocacy: What Brands Can Learn from Patagonia’s Campaign to Protect the Arctic
Virtue Signaling vs Advocacy: What Brands Can Learn from Patagonia’s Campaign to Protect the Arctic
Published on September 25, 2020
About a 5 minute read

If your brand is serious about sustainability, look no further than Patagonia’s example. The company shows us all what it looks like to build a community of advocates and network of allies that work collectively to shape policymaking. Your brand ha... View More

Article
Innovation & TechnologyMarketing & Communications
Amazon’s ‘Climate Pledge Friendly’ to Make It Easier for Customers to Discover, Shop for Sustainable Products
Amazon’s ‘Climate Pledge Friendly’ to Make It Easier for Customers to Discover, Shop for Sustainable Products
Published on September 23, 2020
About a 5 minute read

Label launches with 25K+ products endorsed by team of third-party sustainability certifiers. And Amazon’s new ‘Compact by Design’ certification aims to reduce carbon emissions through increased efficiency and better packaging. ... View More

Article
Marketing & CommunicationsCircular Economy
Enabling Climate-Smart Eating: Lessons from Our Carbon-Labeling Journey
Enabling Climate-Smart Eating: Lessons from Our Carbon-Labeling Journey
Published on September 22, 2020
About a 5 minute read

Food choices are motivated by everything from emotional triggers to individual dietary needs and social norms. But information is power. The carbon transparency movement is here, and we hope other brands will join us in hastening its spread.  ... View More

Article
Marketing & CommunicationsCircular EconomyOrganizational Governance
Survey: Gen Z Counting on Brands to Help Create a ‘Radically Better Future’
Survey: Gen Z Counting on Brands to Help Create a ‘Radically Better Future’
Published on September 22, 2020
About a 4 minute read

New BBMG-GlobeScan study finds the next generation of citizens is looking for transformative brand leadership, co-created solutions, and radical change for the future they want. ... View More

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