Marketing & Communications

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

Article
Marketing & Communications
Brands Expand Partnerships, Amplify Messaging in Support of Gender Equality
Brands Expand Partnerships, Amplify Messaging in Support of Gender Equality
Published on March 8, 2019
About a 10 minute read

adidas, Diageo and HP launch new films and campaigns, while PepsiCo tackles gender equality in agriculture for International Women’s Day. ... View More

Article
Marketing & Communications
Study: Consumers Want to Trust the Fish They Are Eating
Study: Consumers Want to Trust the Fish They Are Eating
Published on March 1, 2019
About a 7 minute read

The vast majority of consumers across 22 countries would like to see sustainability information for seafood products in stores and on packaging. ... View More

Article
New MetricsMarketing & Communications
The World’s First Data Visualization of Product Carbon Footprints
The World’s First Data Visualization of Product Carbon Footprints
Published on February 14, 2019
About a 4 minute read

By generating carbon-intensity data for each product, CoClear was able to identify industry trends, as well as track product performance improvements along value chains. ... View More

Article
Marketing & CommunicationsCollaboration & Co-Creation
New Nat Geo, P&G Media Platform to ‘ACTIVATE’ Solutions to Global Issues
New Nat Geo, P&G Media Platform to ‘ACTIVATE’ Solutions to Global Issues
Published on February 11, 2019
About a 3 minute read

Nat Geo, P&G, Global Citizen launch storytelling partnership, documentary series to drive action around global challenges connected to extreme poverty ... View More

Article
Consumer Behavior ChangeMarketing & Communications
Q&A: How a ‘Cuban’ Name Change Boosted Panera’s Soup Sales
Q&A: How a ‘Cuban’ Name Change Boosted Panera’s Soup Sales
Published on February 6, 2019
About a 6 minute read

WRI’s Better Buying Lab works with food companies to research and test science-based approaches that encourage consumers to choose more sustainable, plant-based foods. ... View More

Article
Marketing & Communications
Was I Asleep During This Year’s Super Bowl?
Was I Asleep During This Year’s Super Bowl?
Published on February 5, 2019
About a 4 minute read

Quick laughs, bad jokes, celebrities — but very few with a message. ... View More

Article
Marketing & Communications
Giving Consumers a Behind-the-Scenes Look at Sustainable Forestry
Giving Consumers a Behind-the-Scenes Look at Sustainable Forestry
Published on January 31, 2019
About a 4 minute read

With certified companies such as Procter & Gamble, the Forest Stewardship Council is advancing a strategy to help consumers understand the impacts of their purchases. ... View More

Article
Marketing & Communications
What Are the Fastest-Growing Social Issues Consumers Care About?
What Are the Fastest-Growing Social Issues Consumers Care About?
Published on January 30, 2019
About a 5 minute read

“If there is one take-away for brands after reviewing this study, we hope it’s this: What matters most to your stakeholders should matter the most to your company.” — Brittany Hill, Catalist ... View More

Article
Supply ChainMarketing & Communications
Global Investors Challenge Fast Food Companies on Climate, Water Risks
Global Investors Challenge Fast Food Companies on Climate, Water Risks
Published on January 29, 2019
About a 4 minute read

Over 80 investors warn that “animal agriculture is the world’s highest-emitting sector without a low-carbon plan.” ... View More

Article
Consumer Behavior ChangeMarketing & Communications
Creating the SHIFT: Dr. Kate White on Redesigning Consumer Behaviors
Creating the SHIFT: Dr. Kate White on Redesigning Consumer Behaviors
Published on January 25, 2019
About a 4 minute read

White's work highlights actionable ways practitioners can influence consumers to behave more sustainably. ... View More

Article
Marketing & CommunicationsOrganizational Governance
2019: The Year of the Civic CEO
2019: The Year of the Civic CEO
Published on January 21, 2019
About a 5 minute read

New mediums of communication, power and trust produced the Civic CEO, and she is here to stay. ... View More

Article
Marketing & Communications
‘We Believe’: Communicators Weigh In on P&G’s Controversial New Ad
‘We Believe’: Communicators Weigh In on P&G’s Controversial New Ad
Published on January 17, 2019
About a 10 minute read

We reached out to communication leaders in the SB community for their take on P&G’s spotlight on toxic masculinity. ... View More

Article
Marketing & Communications
Top 5 Companies That Effectively Amplified Their Impact in 2018
Top 5 Companies That Effectively Amplified Their Impact in 2018
Published on December 28, 2018
About a 5 minute read

As we wrap up work for the year and prepare for 2019, we reflected back on all that occurred this year within our niche realm of sustainability communications — and when looking back, it was apparent that 2018 was the year of brands taking stands. ... View More

Slides
Consumer Behavior ChangeMarketing & Communications
Enabling the Good Life: Report
Enabling the Good Life: Report
Published on December 18, 2018

The research study shared here, done in partnership with Sustainable Brands, the Harris Poll and supported by Ketchum, represents a crucial first step towards helping us understand what The Good Life means to people today and how they feel about the ... View More

Article
Marketing & Communications
JUST Capital, Forbes Name America's Most JUST Companies for 2018
JUST Capital, Forbes Name America's Most JUST Companies for 2018
Published on December 10, 2018
About a 4 minute read

JUST Capital and Forbes today released the 2018 list of America’s Most JUST Companies, an annual ranking of the 1,000 largest publicly traded US corporations on the issues Americans care about most, including fair pay and good benefits, customer tr... View More

Article
Marketing & Communications
The Gen Z Breakthrough Brands and Why They Love 'Em
The Gen Z Breakthrough Brands and Why They Love 'Em
Published on December 6, 2018
About a 4 minute read

What Gen Z want from brands is the new Holy Grail for marketers — you only have to look at the myriad surveys and reports published recently that seek to analyze their preferences and intentions. This obsession with Gen Z is understandable — afte... View More

Article
Marketing & Communications
WWF Calls on Corporates to Implement Credible Mining Certification
WWF Calls on Corporates to Implement Credible Mining Certification
Published on November 29, 2018
About a 3 minute read

WWF Germany recently published a report, Boom in Raw Materials: Between Profits and Losses, which offers one of the first concrete rebuttals from a major environmental group against the notion that industry actions alone are enough to move the global... View More

Article
Marketing & CommunicationsMarketing & Communications
Nat Geo's Susan Goldberg on Creating a Picture of Diversity
Nat Geo's Susan Goldberg on Creating a Picture of Diversity
Published on November 15, 2018
About a 6 minute read

National Geographic has kept pace as the country’s demographics rapidly shift and the cultural definition of immigrants, identity and families continues to evolve, having recently launched a year-long series dedicated to exploring “Diversity in A... View More

Article
Marketing & Communications
Iceland's Banned Ad Had the Potential to Democratise Sustainability
Iceland's Banned Ad Had the Potential to Democratise Sustainability
Published on November 12, 2018
About a 2 minute read

The news last week that the Christmas advert from Iceland — a UK supermarket chain specializing in frozen food — has been banned is a bad decision. Iceland’s advert — a repackaging of a short, animated film by Greenpeace released earlier this... View More

Article
Marketing & Communications
Celebrities as Social Entrepreneurs: What the Trend Means for You
Celebrities as Social Entrepreneurs: What the Trend Means for You
Published on November 9, 2018
About a 4 minute read

A growing roster of celebrities are no longer satisfied with endorsing corporate products, instead creating (or at least investing in) their own. Think George Clooney, Dr. ... View More

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