Marketing & Communications

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

Article
Marketing & CommunicationsMarketing & Communications
Aspiration & Advocacy: How Can Lululemon Help Redefine the Good Life?
Aspiration & Advocacy: How Can Lululemon Help Redefine the Good Life?
Published on May 23, 2017
About a 4 minute read

SB’17 Detroit is bringing thousands of sustainability professionals together this week to ask one question - what is the role of business in fostering and creating the Good Life? On Day 1 of the conference, BBMG and Lululemon explored this question... View More

Article
Marketing & CommunicationsMarketing & Communications
Brand Advocacy vs Aspiration in the New Era
Brand Advocacy vs Aspiration in the New Era
Published on May 22, 2017
About a 7 minute read

When it seems that corporate America has seized control of our government, of our society, it can be hard to wake up every day excited to go to work. Trust in brands has never been lower. Expectations have never been higher. Yes, corporations may hav... View More

Article
Marketing & CommunicationsMarketing & Communications
New Report Reveals 86% of US Consumers Expect Companies to Act on Social, Environmental Issues
New Report Reveals 86% of US Consumers Expect Companies to Act on Social, Environmental Issues
Published on May 18, 2017
About a 5 minute read

A new study by Cone Communications adds to the body of work that links consumer shopping decisions to corporate values. The 2017 Cone Communications CSR Study examines consumer attitudes, perceptions and behaviors around corporate social responsibili... View More

Article
Marketing & CommunicationsMarketing & Communications
The Opportunity of the 'Reset': How to Go Beyond Social Marketing to Effect Real Cultural Change
The Opportunity of the 'Reset': How to Go Beyond Social Marketing to Effect Real Cultural Change
Published on May 18, 2017
About a 6 minute read

Change is hard for all of us. Including those working for change. ... View More

Article
Marketing & CommunicationsCollaboration & Co-Creation
Dozens of Corporates, 200+ Large Investors Urge White House to Keep Paris Promises
Dozens of Corporates, 200+ Large Investors Urge White House to Keep Paris Promises
Published on May 9, 2017
About a 3 minute read

President Trump has threatened to pull the plug on U.S. involvement of the Paris Agreement ahead of the G7 Summit in Italy later this month, spurring major companies to speak out in support of continued climate change efforts. ... View More

Article
Marketing & Communications
Nat Geo, Water Aid India Launch Campaign to Tackle Water Scarcity in India
Nat Geo, Water Aid India Launch Campaign to Tackle Water Scarcity in India
Published on May 8, 2017
About a 3 minute read

Lack of access to clean drinking water is the reality for millions of Indian citizens, an issue that National Geographic and Water Aid India are hoping to tackle through the launch of Mission Blue. With support from top Bollywood talent, the initiati... View More

Article
Marketing & CommunicationsMarketing & Communications
State of Play: Why Organizations Still Rely on Games for Sustainability Education
State of Play: Why Organizations Still Rely on Games for Sustainability Education
Published on May 3, 2017
About a 5 minute read

From Coca-Cola’s “Happiness Arcade,” which helped make recycling fun for kids in Dhaka; to Heineken’s Brewing a Better World Digital Experience, a series of mini-games in which users “are faced with the challenge of balancing their will to ... View More

Article
Supply ChainMarketing & Communications
Fashion Transparency Index Reveals Even Top Brands Lagging in Supply Chain Transparency
Fashion Transparency Index Reveals Even Top Brands Lagging in Supply Chain Transparency
Published on April 24, 2017
About a 5 minute read

Four years after the collapse of the Rana Plaza garment factory in which 1,134 people were killed, Fashion Revolution has released its 2017 Fashion Transparency Index, which ranks 100 of the biggest fashion companies on their social and environmental... View More

Article
Consumer Behavior ChangeMarketing & Communications
Avery Dennison Teams Up with Fashion Revolution to Uncover New #Haulternatives
Avery Dennison Teams Up with Fashion Revolution to Uncover New #Haulternatives
Published on April 24, 2017
About a 3 minute read

Seventy-five million people work directly in the fashion and textiles industry. Many are subject to exploitation; verbal and physical abuse, unsafe working conditions and poor pay. While some progress has been made since the collapse of the Rana Plaz... View More

Article
Marketing & CommunicationsMarketing & Communications
KIND Foundation Launches Digital Tool to Bridge Social Divides, Develop Greater Empathy
KIND Foundation Launches Digital Tool to Bridge Social Divides, Develop Greater Empathy
Published on April 21, 2017
About a 3 minute read

New research by Morning Consult has revealed that only one-in-five adults surround themselves with people who share different perspectives and ideas, underscoring the severity of the “filter bubble” and the extent to which algorithms dictate the ... View More

Article
Marketing & CommunicationsMarketing & Communications
Why There Is No Role for Storytelling in Your Sustainability Report
Why There Is No Role for Storytelling in Your Sustainability Report
Published on April 20, 2017
About a 5 minute read

We recently presented on “The Role of Storytelling in Corporate Reporting” — a subject that many organizations struggle to address properly. Our view on the subject is straightforward: A report is not for storytelling. Very few stakeholders spe... View More

Article
Marketing & CommunicationsMarketing & Communications
Colgate Taps Michael Phelps to Inspire Consumers to Turn Off the Faucet
Colgate Taps Michael Phelps to Inspire Consumers to Turn Off the Faucet
Published on April 19, 2017
About a 2 minute read

Water scarcity and shortage is a growing problem that affects around three billion people across the globe and climate change is only serving to aggravate the already acute issue. While businesses will play an important role in reducing environmental... View More

Article
Marketing & CommunicationsMarketing & Communications
'Tomorrow' Documentary Is Changing the Conversation About Climate Change
'Tomorrow' Documentary Is Changing the Conversation About Climate Change
Published on April 17, 2017
About a 3 minute read

Originally released at the opening of COP21 in November 2015, environmental documentary Tomorrow is being released in the US on April 21 in celebration of Earth Day (April 22). ... View More

Article
Marketing & CommunicationsMarketing & Communications
Chipotle Spotlights Commitment to Real Ingredients with 'As Real as It Gets' Campaign
Chipotle Spotlights Commitment to Real Ingredients with 'As Real as It Gets' Campaign
Published on April 17, 2017
About a 3 minute read

Following its announcement that it is the only national restaurant brand that doesn’t use added colors, flavors or preservatives — artificial or natural — in any of the ingredients it uses to prepare its food, Chipotle Mexican Grill has launche... View More

Article
Marketing & CommunicationsMarketing & Communications
Assuring the Assurers: How the NOCLAR Standard Will Tackle Non-Compliance in Corporate Reporting
Assuring the Assurers: How the NOCLAR Standard Will Tackle Non-Compliance in Corporate Reporting
Published on April 13, 2017
About a 7 minute read

When it comes down to assessing corporate sustainability performance and impacts, investors, rating agencies and other stakeholders have developed a growing appetite for accurate, relevant, consistent and comparable data. In a globalized world prone ... View More

Article
Marketing & CommunicationsMarketing & Communications
Hello Toothpaste Blows Whistle on Oral Care Market With New Transparency Campaign
Hello Toothpaste Blows Whistle on Oral Care Market With New Transparency Campaign
Published on April 12, 2017
About a 2 minute read

With a growing number of consumers demanding transparency from brands about the products they use every day, companies are faced with a new world order — come clean or face extinction. Of course, baring it all is a lot easier when the items in ques... View More

Article
Marketing & CommunicationsMarketing & Communications
Climate Change Plays Leading Role in New Season of Discovery's 'Deadliest Catch'
Climate Change Plays Leading Role in New Season of Discovery's 'Deadliest Catch'
Published on April 12, 2017
About a 2 minute read

The return of the popular Discovery series, "Deadliest Catch," for a 13th season will see the addition of a new and reoccurring character: climate change. ... View More

Article
Marketing & CommunicationsMarketing & Communications
New Campaign Encourages Canadians to 'Soil Their Undies' for Soil Conservation
New Campaign Encourages Canadians to 'Soil Their Undies' for Soil Conservation
Published on April 11, 2017
About a 2 minute read

In honor of National Soil Conservation Week, which commences on April 16, the Soil Conservation Council of Canada (SCCC) has launched a new campaign encouraging Canadians to play in the dirt. Initiated by the Innovative Farmers Association of Ontario... View More

Article
Marketing & Communications
Is Activism the New Black … or Black and Blue for Brands?
Is Activism the New Black … or Black and Blue for Brands?
Published on March 30, 2017
About a 7 minute read

We’re continuing our discussion (see part one) on the role of activist brands in today’s roiling political and social climate. Our insights come from the Purpose Collaborative – North America’s largest community of purpose, corporate responsi... View More

Article
Marketing & Communications
Why You Should Align Your Brand’s Sustainability Efforts with the SDGs
Why You Should Align Your Brand’s Sustainability Efforts with the SDGs
Published on March 29, 2017
About a 3 minute read

The United Nations’ Sustainable Development Goals (aka Global Goals) are viewed by most in the sustainability community as the biggest opportunity yet for the world to shape a new and better way of doing business while shaping a new and better worl... View More

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