Walking the Talk
These companies have moved beyond pledges and are making good on their commitments to pursuing a purpose beyond profit.
What Happens When an Environmental Leader Finally Claims the Mantle? NRS Asked Triple Gap & Valutus to Find Out
Cross-Posted from Marketing and Comms. A leader in the water sports industry, NRS was shy about tooting its sustainability horn. So, it asked us: How much value does the market place on brand-level commitment to sustainability vs. product-level initiatives? Turns out, touting any of the brand’s many attributes generated a significant increase in consumer preference.
1.8M Fairtrade Farmers to World Leaders: 'Keep Your Climate Promises'
Cross-Posted from Marketing and Comms. Signed by Fairtrade producers in Africa, Asia, Latin America and the Caribbean, the letter warns governments of developed nations that their lack of climate action is threatening farmers' livelihoods and global food supplies.
The Purpose Advantage: How to Activate Purpose to Build New Brand Value
Join us at SB’21 San Diego on Monday, October 18th — for a 2-hour workshop designed to arm every participant with the ideas and tools necessary to create a more powerful and purposeful brand.
'Bringing Humanity Back to Business': 10 Insights from Paul Polman
Cross-Posted from Leadership. Carol Cone — internationally recognized Purpose pioneer and host of the Purpose 360 podcast — spoke with the former Unilever CEO and fellow Purpose pioneer on the eve of the release of his new book, "Net Positive."
Q&A: The Role of Corporate Integrity, Authenticity in a Polarized World
As governments and public entities remain slow-moving, companies backing their values with action matters more than ever. But for those unsure how to respond to shifting expectations, how do they know they’re leading in a responsible way?
Investors Worth $29T Urge 1,600 Companies to Set Science-Based Targets
Cross-Posted from Finance & Investment. 220 global financiers holding $29.3 trillion in assets call on world’s highest-impact companies to set science-based emissions-reduction targets ahead of COP26; they are joined this year by 26 CDP supply chain member companies.
Why Does the SB Brand Transformation Roadmap Matter in an ESG-Driven World?
Cross-Posted from New Metrics. While ESG frameworks such as MSCI and Sustainalytics help investors spot and manage risks, the Brand Transformation Roadmap also helps companies account for social or environmental value and brand leadership — all are needed for a holistic sustainability strategy.
Polestar’s Latest LCA Report Shows New Potential for EV Industry Transparency
Cross-Posted from Marketing and Comms. The Swedish EV maker finds vast differences in CO2e throughout the life of its vehicles, depending on the source of the charging energy.
BAND-AID® Brand's OURTONE™ Launch Kicks Off Partnerships Benefiting Black Nurses
Cross-Posted from Our Healthy Lives Mission. BAND-AID® Brand used the launch of OURTONE™, which offers bandages to match a more diverse array of skin colors, to connect more deeply with and support the work and equity of Black nurses across the US.
Stanley Black & Decker Commits $25M to Train Over 3M Skilled Trade Workers
Cross-Posted from The Next Economy. As the latest company to use its size and scale to help equip the next generation of workers, SBD’s ‘Empower Makers’ grants aim to advance and accelerate vocational skills training programs in the next five years — and change misconceptions that these careers are not financially rewarding.
Carlsberg Group Joins Companies Using Marketing to Drive Climate Action
Cross-Posted from Marketing and Comms. The brewing giant joins 16 other global companies in signing onto the World Federation of Advertisers’ Planet Pledge, which aims to change marketing from a driver of consumption into a catalyst for more sustainable thinking and behavior.
Trending: Tech Giants Laying Groundwork for More Diverse, Equitable Tech Economy in US
HP, HPE, Intel and Microsoft are launching the HBCU Technology Conference, to equip students from Historically Black Colleges and Universities to excel in tech careers; while Apple has expanded its Racial Equity and Justice Initiative with $30M worth of new programs.
IKEA Brings Circular Model Stateside with Pilot of Buy Back & Resell Service
Cross-Posted from Product, Service & Design Innovation. The retailer is piloting the service, which helps customers prolong the life of their furniture, at IKEA Conshohocken for a limited time — with a goal of expanding it to all of its US stores in the future.
The Secret to Decreasing Scope 3 Emissions: A Win For R&D, Marketing and Sustainability Teams
Cross-Posted from Marketing and Comms. The First Educator Advantage (FEA) is when a CPG brand is first to educate consumers on an impact topic that does not yet hold mainstream materiality. Here, we explore how successfully executing this strategy can reduce scope 3 emissions, increase consumer loyalty and allow R&D teams to effectively innovate for the market.
Jackson Family Wines to Transform Wine Industry Into One That’s ‘Rooted for Good’
A livable world will be determined by the choices humanity makes during this 'decade of action.' JFW is taking point to fundamentally shift how the wine industry future-proofs itself and does business for good.
Education: The Missing Piece in Holistic CSR Strategies
These forward-thinking companies' efforts show that committing to education as part of a brand’s CSR strategy is, truly, a commitment — but one that can pay dividends both to society and the company itself.
Talking About Purpose Won't Transform a Brand; These 5 Skills Will
From our work supporting leaders to deliver brand value through purpose, we’ve identified five skills that every brand leader now needs — but as yet, not enough have.
The Purpose-Action Gap: The Business Imperative of ESG
In a recent study, we discovered shifts in thinking from both brand and consumer values: The gap between what they believe and how they are acting on such beliefs is narrowing, particularly when brands make sustainability accessible and affordable.
‘Back to Life’ Program Seeds Regenerative Tourism Framework in New Zealand
Cross-Posted from The Next Economy. Taking advantage of the forced pandemic pause and building off the momentum of a less extractive tourism model already taking shape in the country’s Bay of Plenty, the online program provided a foundation for shaping thriving host communities rooted in local context and culture.
AT&T, Connected Nation Provide 35K Hotspots and Free Internet to Help Vulnerable Students
AT&T committed $10M to respond to the need for increased at-home connectivity for students during the pandemic, and worked with Connected Nation to make it happen. The 124 awardees in the program represent 81 schools and 43 nonprofits spanning 26 states.
