Stakeholder Trends and Insights

Majority of Global Seafood Consumers Putting Sustainability Concerns Over Price, Brand

The largest-ever global analysis of attitudes toward seafood consumption, released today, has found that sustainability is a key driver for seafood purchases: Across 21 countries, sustainability is rated more highly than price and brand, with nearly three-quarters (72 percent) of seafood consumers agreeing that in order to save the oceans, shoppers should only consume seafood from sustainable sources. More than half (54 percent) said they are prepared to pay more for a certified sustainable seafood product.

40% of Consumers Want Purposeful Brands, Yet Half Cannot Name a Single One

Representing 40 percent of the global public, Aspirationals are defined by their love of shopping, desire for responsible consumption, and their trust in brands to act in the best interest of society. They are among the most likely to “support companies and brands that have a purpose of making a positive difference in society through their products, services, and operations.” Yet, according to a survey of 21,000 consumers across 21 countries, only half can think of a single company as having a strong purpose in this way.

Competitiveness, Reputation Deliver Higher ‘ROI on Purpose’ Than Consumer Expectations

Consumers’ perspectives on corporate social responsibility (CSR) initiatives have received more research attention than the perspectives of manufacturers and retailers, and yet shopper expectations may be a rather minor driver of such initiatives. According to a new study from communications firm Ketchum in partnership with Carol Cone On Purpose (CCOP) consumer demand is actually the sixth- or seventh-ranked driver out of eight main reasons manufacturers and retailers engage in CSR initiatives, respectively.

Purpose Through Transparency: Consumer-First Mindsets in Brand Positioning

As brands start to realize that considering sustainability is no longer optional, many will be tempted to employ a traditional control-and-command approach to communications around their practices and issues. The experts on this panel Tuesday morning explained why it's a good idea to do just the opposite, and involve consumers (and other stakeholders) in the strategic conversation.

Living Your Purpose, Future-Fitness and the Interconnectedness of All Things: #SB16SD Day 2

Tuesday’s morning plenary started with Raphael Bemporad, co-founder and principal of BBMG, sharing the thought, “What makes us the most human and what the world needs most is exactly the same.” That is, to build more sustainable brands, companies and people alike must set the intention to have more courage, wonder, empathy, connection, and joy.

Global Partners Doubled Sustainable Catch in 5 Years

From the mudlets of the Mekong delta to the Fjords of Norway, the past five years have seen sustainable seafood flourish. This is partly due to certified fisheries, which have delivered measureable, positive impacts in the oceans. While uncertified stocks have struggled with greater variability in terms of biomass and fishing pressure, stocks certified by the Marine Stewardship Council (MSC) have increased in abundance even as demand for sustainable seafood increased.

Welcome to the New Green Giants

At Sustainable Brands ’16 San Diego, I’m announcing an additional eight Green Giants. Find out who the new billion-dollar sustainable business leaders are here. What’s the business case for sustainability? A BILLION DOLLARS.

When Random Acts of Kindness Aren’t So Random: 3 Tips on Connecting Your Brand to a Movement

You’d be hard-pressed to find a “kindness” pillar in any company’s strategic plan — it’s not exactly part of the corporate lexicon. But that’s just what the Random Acts of Kindness (RAK) Foundation was promoting when it dominated social media with a coordinated campaign designed to fulfill its mission: encouraging the spread of kindness worldwide.

A Tale of Two Crises

We had a very interesting finding from our Eco Pulse 2015 study that took us by surprise: the percentage of people who said they had stopped buying a product based on the environmental reputation of a manufacturer increased dramatically from 11% to 33%. That’s pretty significant, especially when you consider this same question has been asked for nearly a decade and the percentage has always been around 12%, give or take a few percentage points.

Investors Care More About Sustainability Than Many Executives Believe

Understanding investor priorities is an important responsibility for a company’s top executives and its board of directors, yet, new findings show that managers’ perceptions of investors are out of date.

How Kids' Pop Culture Is Helping to Shape Early Sustainability Thinking

Get ‘em while they’re young. It’s a strategy long embraced by the world of media, advertising and marketing, whether it be product placement in kids’ literature, TV shows or movies; cartoon characters created to make a brand more cuddly; or movies and games that come with a readymade collection of toys attached.

Waste Industry Calls on UK to ‘Deliver Sustainable Growth’ Through Circular Economy

The trade association for the United Kingdom’s resource and waste management sector, the Environmental Services Association (ESA), recently released a report which celebrates the industry’s achievements – and urges the government to ensure “recycling and diversion rates do not go backwards.” The group provided four recommendations which it believes will create a more resilient waste collection system and aid the push towards a circular economy.

AP: Americans Favor Low Prices Over American-Made Goods

Price remains one of the biggest draws for American consumers. Results from a recent Associated Press-GfK poll show that the vast majority of Americans say they prefer lower prices instead of paying a premium for items labeled “Made in the U.S.A.,” even if it means those cheaper items are made abroad.

Fossil Fuels & Carbon Risk Resolutions: Institutional Investors, Don't Sit on the Fence!

At BP’s 2015 Annual General Meeting (AGM), 4.12 percent of the company’s investors either ‘abstained’ (2.4 percent) or voted ‘against’ (1.72 percent) a resolution to better disclose carbon risk. The remainder (96 percent) got the publicity for supporting the resolution, as the board (in a move of alignment with resolution filers) recommended. But as we approach the 2016 voting season, we need to understand why 4 percent of investors would take the step of either abstaining over this board-recommended resolution, or voting against it.

UK Environmental Professionals Report Record High for Job Satisfaction

Survey results published this week by the U.K.-based Institute of Environment Management & Assessment (IEMA) show that Environment and Sustainability Professionals are highly satisfied workers who find their jobs personally, professionally and financially rewarding.

Vietnamese Artists, Partner on Apocalyptic Anti-Coal Campaign

In a dystopian portrayal of the future, the landscape is rife with fires, rising seas, and thick clouds billowing from power plant smokestacks; humans must wear gas masks for their own survival. This apocalyptic vision is captured in a series of photos featuring 8 popular Vietnamese singers, actors and dancers as part of a new anti-coal campaign.

The Myths of Conscious Consumerism

It would seem we can’t go a week these days without seeing a new brand campaign using social purpose to help sell a product. Whether it’s Honey Nut Cheerios saving the bees, Always promoting the power of girls or Whole Foods selling ugly fruits and vegetables to combat food waste, social purpose has become the fifth “P” in the marketing arsenal.

CDP: 7 Automakers May Face Exposure to Up to $4.8B in Emissions Penalties

A new report from CDP, analyzing 15 of the world’s largest automakers with combined market capitalization of US$846 billion, has found that tightening regulations on emissions are having a significant business impact in the wake of the Volkswagen scandal last fall.

Mars, ConAgra, Kellogg Jump on Big Food Bandwagon to Label GMOs

The U.S. Senate might be waiting to make a decision regarding the labeling of genetically modified organism (GMO) ingredients, but Big Food companies are not. This week, Mars, Incorporated, ConAgra Foods, and The Kellogg Co. jumped on the bandwagon with pledges to label their products for GMOs nationwide.

Californians Supporting Recycled Water Use as Long-Term Drought Solution

So far, El Niño has been unable to quell concerns over California’s drought, which is expected to persist or only slightly improve over the next few months. Reduced water flows have reduced hydroelectric power generation in the state at an estimated cost of $2 billion and 10 percent more emissions.


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