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
The Secret Sauce: Why Sustainability Stories Spread, or Don't
The Secret Sauce: Why Sustainability Stories Spread, or Don't
Published on June 7, 2016
About a 4 minute read

Language is a virus: Get it wrong and it can kill your venture. Get it right, and it inspires others and spreads like fire. In sustainability, where we are still working to attract new audiences, this can be the difference between engagement and alie... View More

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Marketing & CommunicationsMarketing & Communications
Successful Sustainability Storytelling First Requires Shaping Your Internal Narrative
Successful Sustainability Storytelling First Requires Shaping Your Internal Narrative
Published on May 26, 2016
About a 5 minute read

Early on in the Embedding Project, one topic came up more than any other: storytelling. While many companies are experimenting with sharing stories about sustainability as a way to shape their cultures, we also heard that their attempts to do this so... View More

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Marketing & Communications
Top 5 Ways to Connect Consumers with Your Brand Purpose
Top 5 Ways to Connect Consumers with Your Brand Purpose
Published on May 12, 2016
About a 10 minute read

Purpose-driven brands know that the key to successful engagement is connecting consumers to their brand purpose and mission. The most effective ways to do that is to listen, communicate, and build trust. Here we offer five inventive new ways to activ... View More

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Marketing & CommunicationsMarketing & Communications
FDA to Redefine ‘Healthy,’ Affirms KIND Bars Can Use the Term
FDA to Redefine ‘Healthy,’ Affirms KIND Bars Can Use the Term
Published on May 11, 2016
About a 4 minute read

Roughly a year ago, KIND Snacks CEO Daniel Lubetzky received a letter from the U.S. Food and Drug Administration (FDA) about his products. Among other nutrition claims, the FDA took issue with the use of the word “healthy” on KIND snack bar label... View More

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Marketing & CommunicationsMarketing & Communications
New Documentary Investigates Dire Realities, Small Victories, ‘What Climate Can’t Change’
New Documentary Investigates Dire Realities, Small Victories, ‘What Climate Can’t Change’
Published on May 6, 2016
About a 3 minute read

Academy-Award nominated filmmaker Josh Fox’s latest documentary opens with Fox dancing to The Beatles to celebrate a victory over the gas industry following the production of his startling previous release, Gasland. The new film, entitled How to Le... View More

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Marketing & Communications
New Study Finds FSC Certification Profitable for Businesses
New Study Finds FSC Certification Profitable for Businesses
Published on May 3, 2016
About a 4 minute read

The environmental and social benefits of Forest Stewardship Council (FSC) certification are proven, as the organisation works to ensure sustainable use of forest products. But a recent WWF study has found that there is also a concrete economic benefi... View More

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Marketing & CommunicationsMarketing & Communications
Framing the Climate Conversation: Researchers Investigate Discourse Across Party Lines
Framing the Climate Conversation: Researchers Investigate Discourse Across Party Lines
Published on April 27, 2016
About a 5 minute read

Climate change has slowly become more of a partisan issue over the last few decades, fuelling heated debates despite the scientific consensus (and, quite often, about whether there is in fact a scientific consensus) that human activities are causing ... View More

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Marketing & CommunicationsMarketing & Communications
Mars UK Advises Limited Consumption of Its Products High in Salt, Sugar, Fat
Mars UK Advises Limited Consumption of Its Products High in Salt, Sugar, Fat
Published on April 18, 2016
About a 3 minute read

Mars Food plans to begin distinguishing between its products which are fit for “everyday” versus “occasional” consumption. Over the next few months, the company is expected to publish a list of products which should not be eaten more than onc... View More

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Marketing & CommunicationsMarketing & Communications
‘ASPIREist’ TV Series Showcases Real Solutions, Purpose-Driven Celebrity, Brand Projects
‘ASPIREist’ TV Series Showcases Real Solutions, Purpose-Driven Celebrity, Brand Projects
Published on April 18, 2016
About a 4 minute read

A new “reality feature news show,” ASPIREist, wants to inspire viewers to take action by showcasing people, projects and ideas that are making a difference. Co-hosted by six twenty and thirty-something TED Talk speakers from a variety of fields �... View More

Article
Supply ChainMarketing & Communications
3rd Fashion Revolution Will See Activists in 84 Countries Asking Brands #WhoMadeMyClothes
3rd Fashion Revolution Will See Activists in 84 Countries Asking Brands #WhoMadeMyClothes
Published on April 14, 2016
About a 6 minute read

This year, Fashion Revolution’s annual campaign has expanded into a week-long series of events featuring hundreds of activities, stunts and social experiments across 84 countries worldwide. Throughout Fashion Revolution Week, April 18th to 24th, co... View More

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Marketing & CommunicationsMarketing & Communications
Trending: Waste-Reduction Campaigns, Sharing Best Practices Among Brand, NGO Earth Day Efforts
Trending: Waste-Reduction Campaigns, Sharing Best Practices Among Brand, NGO Earth Day Efforts
Published on April 13, 2016
About a 4 minute read

Every year, April evokes campaigns and initiatives from companies and nonprofits alike in celebration of Earth Day (April 22) or Earth Month. This year, personal care brand Tom’s of Maine has teamed up with upcycling leader TerraCycle on the#LessWa... View More

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Innovation & TechnologyMarketing & Communications
Blaxtar Offers 'Frank' Distillation of Heineken's Sustainability Progress in New Video
Blaxtar Offers 'Frank' Distillation of Heineken's Sustainability Progress in New Video
Published on April 7, 2016
About a 6 minute read

Move over Prince Ea, there's a new spoken word artist promoting sustainability. To help reach a wider audience for its newly-released 2015 sustainability report, Heineken recruited Dutch rapper and vocal artist Kevin "Blaxtar" de Randamie t... View More

Article
Marketing & CommunicationsMarketing & Communications
Ad Campaign Encourages Creatives to Think Beyond Consumerism
Ad Campaign Encourages Creatives to Think Beyond Consumerism
Published on April 5, 2016
About a 4 minute read

Artist network Brandalism believes that the talent, energy and creativity of ad agency employees is “sinking into an ever-expanding black hole.” The network recently launched a campaign to appeal to those who feel the same, by placing several pos... View More

Article
Marketing & CommunicationsMarketing & Communications
EWG Verifies 125 Products with 'Best Manufacturing Practices'
EWG Verifies 125 Products with 'Best Manufacturing Practices'
Published on April 5, 2016
About a 2 minute read

Over 125 cosmetics and personal care products from 14 brands have earned the Environmental Working Group (EWG)’s new verification. The EWG VERIFIED™ program aims to help customers quickly and easily identify products that meet strict ingredient s... View More

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Marketing & CommunicationsMarketing & Communications
Standards and Businesses Coming Together in Washington to Discuss Sustainability Challenges
Standards and Businesses Coming Together in Washington to Discuss Sustainability Challenges
Published on March 31, 2016
About a 2 minute read

Over 200 of the most influential figures in sustainability standards and certification will join business leaders to share their thoughts on today’s most pressing sustainability challenges on May 10 to 11 in Washington, DC. ... View More

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Marketing & CommunicationsMarketing & Communications
Storytelling for Sustainability: It's Time for Corporate Leaders to Gather 'Round the Campfire
Storytelling for Sustainability: It's Time for Corporate Leaders to Gather 'Round the Campfire
Published on March 21, 2016
About a 5 minute read

The term ‘greenwashing’ might be officially outdated. In 2016, the number of companies making unmerited PR splashes over sustainability is far outweighed by those who are taking significant strides forward and not talking about it. When faced wit... View More

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Marketing & CommunicationsMarketing & Communications
General Mills, ‘Disappointed’ by Lack of National Solution, Will Label GMOs
General Mills, ‘Disappointed’ by Lack of National Solution, Will Label GMOs
Published on March 21, 2016
About a 3 minute read

On Friday, General Mills announced that it will “soon” start labeling its products that contain genetically modified organism (GMO) ingredients nationwide. With the rationale that it is impractical to label its products for just one state, the co... View More

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Marketing & CommunicationsMarketing & Communications
New Cartoon Will Use Laughter, Adventure to Help Kids Save ‘Planet Blue’
New Cartoon Will Use Laughter, Adventure to Help Kids Save ‘Planet Blue’
Published on March 8, 2016
About a 2 minute read

A futuristic space station, rainforests and oceans will be explored by a cast of diverse kids and their animal friends in a new 3D-animated television show, Planet Blue. The show’s creators hope to inspire environmental awareness among children and... View More

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Marketing & Communications
How the World's Best Companies Demonstrate Their Sense of Purpose
How the World's Best Companies Demonstrate Their Sense of Purpose
Published on March 8, 2016
About a 3 minute read

How do you communicate your company's sense of purpose — what you stand for in simple terms — in a way that is authentic, transparent and honest? Increasingly, the answer for many of the world's biggest companies is to highlight their sustainabil... View More

Article
Materials & PackagingMarketing & Communications
P&G Applauded for Fragrance Chemical Transparency
P&G Applauded for Fragrance Chemical Transparency
Published on March 4, 2016
About a 3 minute read

Non-governmental organizations (NGOs) praised Proctor & Gamble (P&G) this week after the family, personal care and household products company expanded its chemical disclosure. P&G has listed the ingredients it uses in its fragrances and s... View More

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