Marketing & Communications

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

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Marketing & CommunicationsMarketing & Communications
TripAdvisor Extends GreenLeaders Certification to European, Canadian Hotels
TripAdvisor Extends GreenLeaders Certification to European, Canadian Hotels
Published on March 19, 2014
About a 2 minute read

TripAdvisor, the go-to global site for travel advice, is extending its GreenLeaders program to 19 new markets including Canada, the UK, Ireland, Germany, France, Italy and Spain. Explaining the benefits, Jenny Rushmore, Director of Responsible Travel... View More

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Marketing & CommunicationsMarketing & Communications
#ToastToWater: Raising a Glass to Raise Awareness of Global Water Challenges
#ToastToWater: Raising a Glass to Raise Awareness of Global Water Challenges
Published on March 18, 2014
About a 2 minute read

On March 22, the world will acknowledge World Water Day to celebrate the importance of fresh water and advocate for the sustainable management of freshwater resources. Established in 1993 by the United Nations General Assembly, World Water Day is a r... View More

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Marketing & CommunicationsMarketing & Communications
The Times They Aren't a-Changing
The Times They Aren't a-Changing
Published on March 12, 2014
About a 5 minute read

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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Marketing & CommunicationsMarketing & Communications
Keurig Green Mountain's 2020 Targets Address Company's Biggest Sustainability Challenges
Keurig Green Mountain's 2020 Targets Address Company's Biggest Sustainability Challenges
Published on March 12, 2014
About a 2 minute read

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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Marketing & CommunicationsMarketing & Communications
60% of Americans Now Believe Climate Change Caused by Human Action
60% of Americans Now Believe Climate Change Caused by Human Action
Published on March 6, 2014
About a 3 minute read

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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Marketing & CommunicationsMarketing & Communications
'The 2 Cows' Letting Customers Know Exactly What They're Eating
'The 2 Cows' Letting Customers Know Exactly What They're Eating
Published on March 3, 2014
About a 3 minute read

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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Marketing & CommunicationsMarketing & Communications
Long John Silver's Sustainable Fish Campaign Not a Fish Tale After All
Long John Silver's Sustainable Fish Campaign Not a Fish Tale After All
Published on March 1, 2014
About a 4 minute read

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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Marketing & CommunicationsMarketing & Communications
First Lady Proposes Canning Junk Food Marketing in Schools, Unveils Updated Nutrition Labels
First Lady Proposes Canning Junk Food Marketing in Schools, Unveils Updated Nutrition Labels
Published on March 1, 2014
About a 4 minute read

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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Marketing & CommunicationsMarketing & Communications
Great Brands Never Have to 'Give Back'
Great Brands Never Have to 'Give Back'
Published on February 28, 2014
About a 5 minute read

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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Marketing & CommunicationsMarketing & Communications
How Brands Can Get Under Our Skin
How Brands Can Get Under Our Skin
Published on February 26, 2014
About a 4 minute read

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

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Marketing & Communications
Airbnb Building Brand Value by Creating Authentic Connections with — and Between — Users
Airbnb Building Brand Value by Creating Authentic Connections with — and Between — Users
Published on February 26, 2014
About a 4 minute read

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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Marketing & CommunicationsMarketing & Communications
Long John Silver's Touting Its Fish as Sustainable Dining Option; Will Its Claims Hold Water?
Long John Silver's Touting Its Fish as Sustainable Dining Option; Will Its Claims Hold Water?
Published on February 20, 2014
About a 4 minute read

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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Marketing & Communications
BBVA, AT&T, GE, Unilever Among Brands Best at Making Sustainability Viral in 2013
BBVA, AT&T, GE, Unilever Among Brands Best at Making Sustainability Viral in 2013
Published on February 18, 2014
About a 3 minute read

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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Marketing & CommunicationsMarketing & Communications
What Do Marketers Need to Know About the Updated FTC Green Guides?
What Do Marketers Need to Know About the Updated FTC Green Guides?
Published on February 15, 2014
About a 4 minute read

“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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Marketing & CommunicationsMarketing & Communications
4,000 Endangered Species Condoms Headed to Most Romantic US Cities for Valentine's Day
4,000 Endangered Species Condoms Headed to Most Romantic US Cities for Valentine's Day
Published on February 13, 2014
About a 2 minute read

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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Marketing & CommunicationsMarketing & Communications
IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign
IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign
Published on February 7, 2014
About a 2 minute read

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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Marketing & CommunicationsMarketing & Communications
Calling All Sustainable Businesses: 2degrees Champions Awards 2014 Now Open for Entries
Calling All Sustainable Businesses: 2degrees Champions Awards 2014 Now Open for Entries
Published on February 5, 2014
About a 2 minute read

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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Marketing & CommunicationsMarketing & Communications
Review: Creating Value People to People: Another Way to Craft Brands and Do Business
Review: Creating Value People to People: Another Way to Craft Brands and Do Business
Published on February 1, 2014
About a 3 minute read

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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Marketing & CommunicationsMarketing & Communications
Storytelling and Data: Using Two Sides of the Brain Is Better Than One
Storytelling and Data: Using Two Sides of the Brain Is Better Than One
Published on January 30, 2014
About a 7 minute read

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

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Marketing & CommunicationsMarketing & Communications
Chevron, Southwest Gas Fined Nearly $1M After Failing to Report GHG Emissions
Chevron, Southwest Gas Fined Nearly $1M After Failing to Report GHG Emissions
Published on January 30, 2014
About a 2 minute read

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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