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
Organic Standards Board Cracking Down on Next-Generation GMOs
Organic Standards Board Cracking Down on Next-Generation GMOs
Published on December 1, 2016
About a 3 minute read

The National Organic Standards Board (NOSB) has voted unanimously to update U.S. organic standards to exclude ingredients derived from next-generation genetic engineering and gene editing. ... View More

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Marketing & CommunicationsMarketing & Communications
A Conscious Consumer Walks Into a Bar: Investing in Social Impact Film Storytelling
A Conscious Consumer Walks Into a Bar: Investing in Social Impact Film Storytelling
Published on November 23, 2016
About a 3 minute read

There has been a millennial marketplace shift - the type of companies that this generation of consumers want to patronize - and work for - are companies that align with their personal values. How is the consumer informed of those values? Long-form st... View More

Article
New MetricsMarketing & Communications
Reporting 3.0: Progress Toward a More Common Definition of True Materiality
Reporting 3.0: Progress Toward a More Common Definition of True Materiality
Published on November 22, 2016
About a 8 minute read

Drawing on the work of Reporting 3.0 - in particular, its Reporting Blueprint and forthcoming Accounting Blueprint - this panel on the final afternoon of New Metrics ‘16 facilitated an animated discussion on true materiality, exploring the broad ra... View More

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Marketing & CommunicationsMarketing & Communications
Demonstrating Impacts of Sustainability Certifications Will Require Better Communication
Demonstrating Impacts of Sustainability Certifications Will Require Better Communication
Published on November 18, 2016
About a 3 minute read

Certification has, over the years, played a significant role in the development and execution of ethical supply chain programs across industries, providing frameworks within which brands can analyze and make improvements to their practices and busine... View More

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Marketing & CommunicationsMarketing & Communications
ISEAL: Meeting the Need for More Impact Data from Sustainability Standards
ISEAL: Meeting the Need for More Impact Data from Sustainability Standards
Published on November 13, 2016
About a 4 minute read

Throughout Sustainable Brands’ New Metrics ’16 event this week, I expect to hear a continual drumbeat of the need to measure impact. That is how it should be. As a panellist for the session on “Demonstrating the Impact of Sustainability Labels ... View More

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Marketing & CommunicationsMarketing & Communications
One Simple Action: How FSC, Kimberly-Clark Are Engaging Consumers in Sustainable Forestry
One Simple Action: How FSC, Kimberly-Clark Are Engaging Consumers in Sustainable Forestry
Published on November 9, 2016
About a 4 minute read

Moving the needle on consumer behavior remains a monumental task - but a necessary one if we are to achieve the United Nations’ Sustainable Development Goals (SDGs). With household consumption accounting for nearly 70 percent of economic activity i... View More

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Marketing & CommunicationsMarketing & Communications
Nat Geo Follows 'Before the Flood' Doc with Campaign to Raise $100K for Wildlife Conservation
Nat Geo Follows 'Before the Flood' Doc with Campaign to Raise $100K for Wildlife Conservation
Published on November 4, 2016
About a 3 minute read

With over 8.7 million views on YouTube already, Leonardo DiCaprio’s documentary film Before the Flood is already making waves. ... View More

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Marketing & CommunicationsMarketing & Communications
Dannon's Non-GMO Commitment Garners 'Unfounded Accusations' from Farm Groups
Dannon's Non-GMO Commitment Garners 'Unfounded Accusations' from Farm Groups
Published on November 3, 2016
About a 5 minute read

Earlier this year, yogurt giant Dannon announced new sustainable agriculture and non-GMO commitments. Now, farm organizations have decided that food companies 'jumping on the anti-GMO bandwagon' cannot go unchallenged. ... View More

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Marketing & CommunicationsMarketing & Communications
Stop Selling, Start Mobilizing: The Rise of Movement Brands
Stop Selling, Start Mobilizing: The Rise of Movement Brands
Published on October 31, 2016
About a 5 minute read

The relationship between brands and people is being transformed before our very eyes; the old-fashioned, binary model of companies selling and people consuming is dead. Traditional, rigid hierarchies of control are being replaced with more fluid and ... View More

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Marketing & CommunicationsMarketing & Communications
New Research Reveals Opportunity, Methods for Engaging Investors on Long-Term Value Creation
New Research Reveals Opportunity, Methods for Engaging Investors on Long-Term Value Creation
Published on October 26, 2016
About a 2 minute read

A growing number of investors are looking for high-quality information on a company’s sustainability performance. Earlier this year Larry Fink, CEO of Blackrock, called on S&P 500 CEOs to demonstrate how environmental, social and governance (ES... View More

Article
Marketing & Communications
Nat Geo to Kick Off Its First Earth Week with ‘Before the Flood,’ ‘Years of Living Dangerously’ Premieres
Nat Geo to Kick Off Its First Earth Week with ‘Before the Flood,’ ‘Years of Living Dangerously’ Premieres
Published on October 19, 2016
About a 4 minute read

Beginning Sunday, October 30, climate change will take over primetime on National Geographic. The channel has announced it will host its first-ever Earth Week, which will air six straight days of primetime programming dedicated exclusively to climate... View More

Article
Marketing & Communications
Novelis, Discovery Education Launch New Program to Inspire the Next Generation of Recyclers
Novelis, Discovery Education Launch New Program to Inspire the Next Generation of Recyclers
Published on October 13, 2016
About a 3 minute read

Aluminum roller and recycler Novelis has teamed up with digital content provider Discovery Education on an all-new aluminum recycling education program, "Life of a Can - A Never Ending Story." The program is intended to empower students to ... View More

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Marketing & CommunicationsMarketing & Communications
Inspiring New Brand Campaigns: The Process Behind Successful Consumer Engagement
Inspiring New Brand Campaigns: The Process Behind Successful Consumer Engagement
Published on October 7, 2016
About a 7 minute read

Jaclyn Murphy, Director of Brand Purpose at Edelman, opened an inspiring session on Wednesday afternoon where brand purpose was made tangible in four brands - Arla Foods, Unilever, BT and Neste - that shared their experience and insights about how th... View More

Article
Marketing & CommunicationsMarketing & Communications
Chipotle’s New Videos Highlight Food Safety, Quality Ingredients
Chipotle’s New Videos Highlight Food Safety, Quality Ingredients
Published on October 5, 2016
About a 3 minute read

On Tuesday, Chipotle celebrated National Taco Day by launching new chorizo tacos, but some have speculated that the promotional release might just be one more way the Tex-Mex chain is trying to regain customers following multiple food-safety scares l... View More

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Marketing & CommunicationsMarketing & Communications
How to Go Beyond Brand Purpose and Unlock New Relationships with Consumers
How to Go Beyond Brand Purpose and Unlock New Relationships with Consumers
Published on October 3, 2016
About a 5 minute read

Consumers are expecting a new dynamic in the relationship they build with brands. The team from Edelman gathered a full room at Wednesday’s lunch time session to unveil the breakthrough ‘2016 Earned Brand’ research study for the first time. The... View More

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Marketing & Communications
How to Prove Skeptical Stakeholders Wrong on the Road to Fulfilling Your Brand Purpose
How to Prove Skeptical Stakeholders Wrong on the Road to Fulfilling Your Brand Purpose
Published on September 29, 2016
About a 6 minute read

“Purpose is like Pokémon - everybody is chasing it and nobody knows why,” “Mr. Goodvertising,” Thomas Kolster, mused at the start of the Tuesday morning plenary session at SB’16 Copenhagen. Articulating purpose is central to modern brandin... View More

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Materials & PackagingMarketing & Communications
Prince Ea, Neste Unleash Powerful Indictment of US School System in Latest Video
Prince Ea, Neste Unleash Powerful Indictment of US School System in Latest Video
Published on September 28, 2016
About a 3 minute read

Renewable diesel and materials producer Neste and spoken word artist Prince Ea have unveiled the latest collaboration in their Pre-order the Future project, this time with a film that focuses on the future of learning. In “The People vs. ... View More

Article
Marketing & CommunicationsMarketing & Communications
Imagine Yourself on Top of an Offshore Wind Turbine …
Imagine Yourself on Top of an Offshore Wind Turbine …
Published on September 28, 2016
About a 3 minute read

On Tuesday morning, over breakfast at SB’16 Copenhagen, Filip Engel, head of DONG Energy Group Sustainability, and Ryan Bell from VRScout showed us virtual reality’s (VR) transformational power in sustainability communication. Modern energy compa... View More

Article
Consumer Behavior ChangeMarketing & Communications
How to Engage the 90% of Our Brains That Resists Changing Behaviour
How to Engage the 90% of Our Brains That Resists Changing Behaviour
Published on September 27, 2016
About a 4 minute read

In a rich and fascinating afternoon workshop on Monday, behavioural design experts Sille Krukow and Teis Andres of Krukow Behavioural Consulting explored their theory and tools on how conscientious companies can design the right environments in which... View More

Article
Marketing & CommunicationsMarketing & Communications
Forget Inspiration: Successful Movement-Making Requires Appealing to Consumers’ Aspirations
Forget Inspiration: Successful Movement-Making Requires Appealing to Consumers’ Aspirations
Published on September 27, 2016
About a 3 minute read

“The sustainability movement has been slowly gaining momentum, but I think we would all agree that it isn’t moving fast enough and the world we live in can’t afford for us to continue moving at the current pace.” ... View More

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