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Becky Willan

Becky Willan

Managing Director & Co-Founder
Given

Becky Willan is Managing Director of Given — a brand purpose agency that helps businesses grow by doing good.

Becky Willan is tagged in 6 stories.
McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate
McDonalds’ McPlant Burger and the Evolution of the ‘Purpose Wash’ Debate

Organizational Change / To be effective, sustainability and purpose work should create positive business change, not positive media stories. They are management tools, not PR initiatives. So, should brands stop communicating until they’ve got something concrete to say? - 3 years ago

Sustainable Fashion — What’s the Hold Up?
Sustainable Fashion — What’s the Hold Up?

Business Case / Despite the consumer demand, brand opportunity and environmental imperative, very few brands are taking action in a meaningful way. So, what’s holding up the necessary shift away from fast fashion? - 4 years ago

Behavior Change Pilot Makes UK Consumers ‘Smarter’ About Water Use
Behavior Change Pilot Makes UK Consumers ‘Smarter’ About Water Use

Marketing and Comms / Not only did Anglian Water’s ‘Smarter Drop’ project deliver impressive reduction in water consumption amongst consumers, it created impressive gains in brand loyalty and trust for the UK utility. - 5 years ago

‘We Believe’: Communicators Weigh In on P&G’s Controversial New Ad
‘We Believe’: Communicators Weigh In on P&G’s Controversial New Ad

Marketing and Comms / We reached out to communication leaders in the SB community for their take on P&G’s spotlight on toxic masculinity. - 5 years ago

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Iceland's Banned Ad Had the Potential to Democratise Sustainability
Iceland's Banned Ad Had the Potential to Democratise Sustainability

Marketing and Comms / The news last week that the Christmas advert from Iceland — a UK supermarket chain specializing in frozen food — has been banned is a bad decision. Iceland’s advert — a repackaging of a short, animated film by Greenpeace released earlier this year with a powerful, consumer-friendly sustainability message — shows a brand that is trying to do good work by improving its impact on the world. - 5 years ago

Overcoming Complexity: The Perennial Challenge in Sustainability-Led Behaviour Change
Overcoming Complexity: The Perennial Challenge in Sustainability-Led Behaviour Change

Behavior Change / We’re increasingly living in a world of purpose-led brands, as growing numbers of consumers are more interested than ever in the “big world” issues related to the products they buy, and how they use them. And yet, when it comes to the sustainability sector, we still struggle to apply some of the most basic communications principles to the issues we are trying to solve. - 6 years ago