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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

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This Website Lets You Tell Everyone That All You Want for Christmas Is NO MORE STUFF

If you are like us, your family has already started asking you what you want for Christmas/Hanukkah/insert your mass-consumption holiday of choice here. And while we like getting presents, we really, really, honestly, we promise, do not need that muc... View More

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The Road Less Travelled: New Paths to Mainstream Consumer Engagement

Mainstream consumers can be a fickle bunch can’t they? They tell us in research that they want to be more green, that they WILL purchase more eco-friendly products in the next year ahead than the one prior. But there’s that eternal gap between re... View More

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Carbon Trust to Design Eco-Labeling Scheme for Mexico

The Carbon Trust has been selected to develop an environmental labeling scheme for products and services in Mexico, designed to promote sustainable purchasing and procurement for consumers, companies and the public sector.The objective of the project... View More

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Actions Speak Louder: How to Communicate More Than Just Words

The success of Chipotle’s recent ‘Scarecrow’ video goes beyond its glossy Cannes-worthy visuals or the 7 million views it has received since its launch last month: The online advertisement is a marketing feat because it taps into the power of s... View More

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Is Your Corporation Missing Its Compass?

I was sitting with a team of entrepreneurs yesterday. Together, we're launching a new retail concept (look for updates here — we open in January!).The conversation was all about naming. We'd landed on two great names, which one of the team had put ... View More

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Investors Ask Fossil Fuel Companies to Assess Plans For Low-Carbon Future

A coalition of 70 global investors managing more than $3 trillion in collective assets on Thursday launched the first-ever coordinated effort to spur 45 of the world’s top oil and gas, coal and electric power companies to assess the financial risks... View More

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Developing a Purposeful Brand: A Practitioner’s Toolbox, Part Three

In this series, Christophe Fauconnier & Benoit Beaufils, respectively CEO & founding partner of brand consultancy Innate Motion, present the tools that the company uses to develop purposeful, mission-driven brands with their clients. Benoit &... View More

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The Climate Declaration Scores Limited Run on Broadway

The Climate Declaration, which to date has been signed by more than 700 companies and thousands of individuals, is now up in lights in Times Square.The Declaration, part of an ongoing campaign organized by Ceres and BICEP, calls on federal policymake... View More

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The Big Yearning Question

I believe futureproof brands are built on a foundation of two fundamentals: the brand’s reason for existence and the consumer’s yearning.These concepts may sound a bit esoteric, so allow me to explain. ... View More

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J&J Launches Tumblr Campaign to Remind Americans to Recycle in the Bathroom

While 7 out of 10 Americans say they always or almost always recycle, apparently a scant 1 in 5 consistently recycles bathroom items, according to a report commissioned by the Johnson & Johnson Family of Consumer Companies.To encourage consumers ... View More

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L'Oréal Announces Ambitious Sustainability Commitment for 2020

Jean-Paul Agon, Chairman and CEO of L'Oréal, today announced “Sharing Beauty with All,” the cosmetics giant’s ambitious new sustainability commitment to transform its footprint while achieving its business ambition by 2020. ... View More

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Meet Bond, David Bond: Marketing Director for Nature

This weekend, the feature-length documentary film Project Wild Thing opens in independent cinemas in the UK.The film explores the increasing disconnection between British children and the natural world around them; kids’ roaming distance from their... View More

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Disney Scores the Only 'A' on Cruise Industry Environmental Report Card

Cruise ships dumped more than a billion gallons of sewage in the ocean last year, much of it raw or poorly treated, according to federal data analyzed by Friends of the Earth, which is calling for stronger rules to protect oceans, coasts, sea life an... View More

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Unilever, KT, Nestlé Top Tomorrow’s Value Rating 2013

Unilever, KT and Nestlé lead the Tomorrow’s Value Rating 2013 (TVR), which recognizes companies that increasingly demonstrate “clarity of vision and innovation in their pursuit of a sustainable business model.”Sprint, Vodafone, Iberdrola, E.ON... View More

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Effective Sustainability Strategies - Case Study #1: Pret a Manger

Bar none, the most persistent challenge that the sustainability movement faces is how to prove the business bottom line benefits of sustainability activities. This is particularly acute for small and medium-sized companies, for whom survival is the n... View More

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Dell Pledges 80% Reduction in Product Portfolio Energy Intensity by 2020

Earlier this week, Dell announced a commitment to reduce the energy intensity of its product portfolio by 80 percent, as part of a comprehensive long-term corporate responsibility framework to achieve by 2020.The information technology company’s 20... View More

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How to Design Eco-Labels to Influence Consumers

How can consumers choose sustainable products? Eco-labels or sustainability ratings can be an important guide. These systems compare products or services in terms of their social and environmental performance, identifying those that are best in class... View More

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Disney, Yahoo!, Google Top List of 100 Companies 'Most Loved' by Consumers

Global opinion research consultancy APCO Insight last week revealed its list of the 100 Most Loved Companies, based on findings generated by its Emotional LinkingSM model, which measures consumers’ emotional attachment to brands. The Walt Disney Co... View More

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McDonald's to Offer Educational Books in Lieu of Happy Meal Toys for National Family Literacy Day

Last week, McDonald’s USA announced the launch of a new Happy Meal Books promotion, coinciding with National Family Literacy Day on Nov. 1. From Nov. 1–14, Happy Meals will be accompanied by one of a series of four original books designed to enco... View More

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Diageo, GSK and Anglo American Top 2013 FTSE 350 Climate Change Report

Diageo, GlaxoSmithKline (GSK) and Anglo American were recently ranked highest among the companies reporting on indirect emissions and supply chain impacts on the CDP's FTSE 350 Climate Change Report.Launched this week, the report provides an annual u... View More

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