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Marketing & Communications

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

Article
The Times They Aren't a-Changing

We are at a point in our species’ history when the need for change has never been stronger. Therefore it is with some frustration that the change we require remains ever out of reach, trampled by business as usual.At every sustainability or CSR con... View More

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Keurig Green Mountain's 2020 Targets Address Company's Biggest Sustainability Challenges

Keurig Green Mountain's ninth annual Sustainability Report, released today, reveals progress on the company’s 2013 initiatives, and also announces the company's ambitious new 2020 targets with a focus on three main practice areas: Resilient Supply ... View More

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60% of Americans Now Believe Climate Change Caused by Human Action

Just over 60 percent of Americans are convinced that human actions can cause significant changes to global climate over a long period of time, with the occurrence of natural weather disasters wielding considerable influence on their opinions, accordi... View More

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'The 2 Cows' Letting Customers Know Exactly What They're Eating

With its "Know what you eat" website, French organic yogurt brand The 2 Cows (Stonyfield France) is demonstrating commendable transparency regarding the composition of its products and traceability of its ingredients. It also presents its c... View More

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Long John Silver's Sustainable Fish Campaign Not a Fish Tale After All

As part of a recent brand relaunch, Long John Silver's (LJS) — the largest seafood restaurant chain in the US — is on a mission to get more US consumers to "Think Fish." ... View More

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First Lady Proposes Canning Junk Food Marketing in Schools, Unveils Updated Nutrition Labels

It’s been a busy week for Michelle Obama, as the First Lady unveiled proposals that would change the way we learn about food — both bold moves that would involve sweeping changes that would prove “a big deal” if implemented. ... View More

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Great Brands Never Have to 'Give Back'

A recent headline, “JCPenney Releases 2013 Sustainability Report,” reads like the punch line to a bad joke. Apparently the struggling department store company, which is closing 33 underperforming stores and incurred a net loss of nearly $500 mill... View More

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How Brands Can Get Under Our Skin

There’s a house on Long Island that can keep you young. At least, that’s what the architects claim – and it’s no small matter in an aging world. If I asked you what you’d look for in your ideal home, you might reply ‘a space to unwind’ ... View More

Article
Airbnb Building Brand Value by Creating Authentic Connections with — and Between — Users

Consistently creating valuable content through a variety of channels is a great way for companies to establish thought leadership and gain customer trust; Airbnb’s content-marketing initiatives are a best-practice model. ... View More

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Long John Silver's Touting Its Fish as Sustainable Dining Option; Will Its Claims Hold Water?

As part of a massive brand relaunch, seafood quick-service restaurant chain Long John Silver's (LJS) is on a mission to get more US consumers to "Think Fish."The new campaign promotes seafood as a dining option that’s healthy for people a... View More

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BBVA, AT&T, GE, Unilever Among Brands Best at Making Sustainability Viral in 2013

Is 2014 the year that sustainability marketing and communication become a big deal for companies? That’s certainly the impression you could draw judging by Unilever’s recent launch of its Project Sunlight campaign, not to mention Chipotle’s &qu... View More

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What Do Marketers Need to Know About the Updated FTC Green Guides?

“Green marketing” expert Jacquie Ottman is the co-author (with David Mallen) of a report published in September through Ad Age called, How To Make Credible Green Marketing Claims: What Marketers Need to Know About the Updated FTC Green Guides. We... View More

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4,000 Endangered Species Condoms Headed to Most Romantic US Cities for Valentine's Day

The Center for Biological Diversity, a nonprofit conservation organization based in the US, will take full advantage of the love in the air this Valentine’s Day by disseminating 4,000 free Endangered Species Condoms to eight of the most romantic ge... View More

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IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign

IKEA is launching a new marketing campaign in the UK this weekend called “The Wonderful Everyday,” which will explain the brand’s values and sustainability ethos to consumers, according to Marketing Week.The first ads, which launch tomorrow (Fe... View More

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Calling All Sustainable Businesses: 2degrees Champions Awards 2014 Now Open for Entries

2degrees is calling for organisations with inspiring examples of sustainable practice to shout about their success stories by entering this year’s Champions Awards.The only sustainable business awards voted entirely by industry peers, the 2degrees ... View More

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Review: Creating Value People to People: Another Way to Craft Brands and Do Business

Authors Christophe Fauconnier & Benoit Beaufils, respectively CEO & founding partner of the consultancy Innate Motion, share their vision and the tools they use to develop purposeful brands in their latest book, Creating Value People to Peopl... View More

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Storytelling and Data: Using Two Sides of the Brain Is Better Than One

In nine earlier parts of this series, we discussed 19 pitfalls in the sustainable business metrics field. (Find the first 7 articles here and the last two here.) ... View More

Article
Chevron, Southwest Gas Fined Nearly $1M After Failing to Report GHG Emissions

Chevron and Southwest Gas have been fined close to $1 million for late or inaccurate reporting of their greenhouse gas (GHG) emissions for 2011. This action marks the second time the Air Resources Board (ARB) has issued fines for violations of Califo... View More

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How Can You Transform a Toxic Brand Into One That Is Loved More Than Before?

It was a Sunday of June 1999. I was strolling in a forest of Luxembourg with my children. When the phone rang, I saw a number from the office and fumbled. One my colleagues talked about a small crisis, and asked if I could get to the Coca-Cola office... View More

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Businesses Cannot Be Successful If the Society Around Them Fails

Once upon a time, the ‘S’ word — sustainability — was about as relevant to business as a fork in a sugar bowl. At best, a box to be ticked; at worst, seen as a serious impediment to the pursuit of profit.But the world is changing. Look at the... View More

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