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Walking the Talk

These companies have moved beyond pledges and are making good on their commitments to pursuing a purpose beyond profit.

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Google Has Erased Its Entire ‘Carbon Legacy,’ Sets Sights on 100% Carbon-Free Power

Cross-Posted from Cleantech. Google was the first major company to become carbon neutral, in 2007. Now, the tech giant says it is the first company in the world to eliminate its entire carbon footprint.

In a COVID-19 World, Brands Need to Earn Customers’ Trust Through Sustainability

Cross-Posted from Marketing and Comms. As fashion brands and retailers use the silver lining of COVID-19 to strengthen their sustainability commitments, the U.S. Cotton Trust Protocol can help them demonstrate their sourcing and supply chain commitments to meet customer demand.

Oatly’s Big Gaffe: Straying from Its Brand Purpose

Cross-Posted from Marketing and Comms. If Oatly had taken Blackstone’s money, put it on a billboard, and made it known to all of its customers that its next mission was to change the world of ‘big bad investment’ from the inside out, it would’ve remained true to its brand story.

Building Back Better Demands More Thoughtful Tourism

Cross-Posted from Organizational Change. COVID-19 has demonstrated that changes must be made in order to support and secure the future of travel. Along with elevated safety protocols, a genuine commitment to sustainability provides a roadmap to a more responsible travel industry.

Cosmetics Brands Leading Big Shift on Biodiversity

Cross-Posted from Supply Chain. A new report reveals the top 10 lessons learned by a group of more than 50 leaders in the cosmetics, food and personal care industries that source with respect for people and biodiversity.

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The Role of Business in the Racial Equity and Justice Movement

Cross-Posted from Organizational Change. Every problem that confronts the US today can be traced back to racist ideology. Businesses cannot survive on just the small percentage of the very wealthy buying goods. Mass incarceration, poverty, healthcare disparities — all of these issues affect your bottom line and profits.

#JustBrands: To Push Cultural Change, Brands Must Unpack Their ‘BAGS’

Cross-Posted from Organizational Change. After a humbling, informative and inspiring first day, day two of Sustainable Brands’ Just Brands virtual event examined case studies of DEI excellence in practice.

#JustBrands: To Effectively Address Equity, Brands Need to Rebuild From Within

Cross-Posted from Organizational Change. Day 1 of Sustainable Brands’ Just Brands virtual event brought together business, racial justice and social good leaders for frank discussions on the context for racial inequities in the US, what equity really means in 2020, and businesses' role in creating it.

Target Reveals Sweeping Action Plan to Advance Racial Equity

Cross-Posted from Organizational Change. Target’s new Racial Equity Action and Change committee (REACH) has created an action plan which focuses on four areas: Team, Guests, Communities and Civic Engagement and Public Policy.

Coalition of CEOs Endorses Economic Roadmap for Sustainable Post-COVID Recovery

Cross-Posted from The Next Economy. In an open letter, the group of 14 CEOs calls on governments to accelerate such a transition by recognizing and supporting purpose-first business as an emerging fourth sector of the economy.

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Viola Brands: A Case Study in Cultivating Racial Equity

Cannabis producer Viola Brands is determined to increase minority representation in the industry. Its Viola Cares program provides education, employment and other resources; in order to create 10,000 jobs within the cannabis industry for Black people.

The Role of Black Employees in Creating Equitable Workplaces

Cross-Posted from Organizational Change. We are living in a moment that’s demanding employers to change the way in which they position themselves — if they really believe in inclusion — while Black employees can really evaluate where they are and how they feel about their workplace.

Trending: Banking Giants Begin to Walk Their Talk on Climate Change

Cross-Posted from Finance & Investment. A 1% for the Planet account from Bank of the West, and new actions from Morgan Stanley and BlackRock, could signal turning point in big finance.

Cartwright to Brands: Look Inward Before Responding to Social Issues

Cross-Posted from Marketing and Comms. Keith Cartwright, the creative force behind such powerful statement ads as P&G’s “The Look” and “The Choice,” shares his insights and advice to brands and agencies on how to most authentically respond in times of crisis.

Social Impact: A Sales Tool for the Post-Pandemic World

While the majority of companies recognize that social impact is valuable, few have managed to successfully integrate it into one of the most mission-critical activities: their sales strategy.

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The COVID Covenant: Don’t Go Back — Go Big and Go Now!

We know that we can buy less, use less, work from home, drive less, collaborate more; and have business, society and government move faster — because we just did all of that. How can we respond as powerfully and courageously to other super-critical threats?

Good Start — But Let’s Move from ‘Brand Say’ to ‘Brand Do’

Much-needed updates to a growing number of brands in response to the Black Lives Matter movement is a great start. But deep, lasting impact requires two main actions — apologies; and adjusting the social paradigm.

Caremongering: The Future of Sustainable Enterprise

Cross-Posted from The Next Economy. COVID-19 accelerated a shift from “me” to “we”; and a new trend called "caremongering" not only characterizes people's behavior towards each other, but what they look for in the companies they support. At Fjord, we believe those companies designing with the benefit of all life in mind will thrive now and in the decade ahead.

Research Shows Business Imperative for Authentic Action to Address Social Injustices

The latest Porter Novelli Purpose Tracker reveals a new mandate for US companies to authentically and substantively address racial inequality and myriad social justice issues.

Kolster to Brands: Avoid the ’Hero Trap’ and Close the Intention-Action Gap

Internationally recognised speaker and author Thomas Kolster, also known as Mr. Goodvertising, takes a hatchet to his earlier beliefs around purpose-driven brands in a new book, “The Hero Trap.” He says the one question brands need to be asking and acting on to change behaviors at scale and unlock sustainable growth that benefits all is ‘Who can you help people become?’

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