Mathieu Jahnich
Countdown to COP21: How Can Companies Most Wisely Communicate About Climate Change?
Organizational Change / Paris is getting ready to host the United Nations international conference on Climate Change (COP21). For businesses, COP21 seems a good opportunity to communicate to their stakeholders. But what to say and to whom? And what are the risks of communicating on climate change during this fraught period of time? - 7 years ago
'The 2 Cows' Letting Customers Know Exactly What They're Eating
Marketing and Comms / With its "Know what you eat" website, French organic yogurt brand The 2 Cows (Stonyfield France) is demonstrating commendable transparency regarding the composition of its products and traceability of its ingredients. It also presents its continuous improvement on the different sectors as well as challenges still to be addressed in the coming years.Certainly, The 2 Cows has many strengths: - 9 years ago
Natura Asks: Why Do You Need What You Don't Need?
Chemistry, Materials & Packaging / In December 2011, Patagonia called on US consumers to make more considered purchases with its famous “Don’t buy this jacket” ad and this year encouraged customers to value what they already have with its “Worn Wear” campaign. Along the same lines, Brazilian cosmetics company Natura launched in May 2013 a new flagship brand called SOU (meaning “I am”), reconciling low environmental impacts and low costs with high sensorial impacts and inviting users to a new kind of consumption. - 9 years ago
Les Bêtises et Les Vaches: Two French Brands Use Humor To Engage Consumers in Sustainability
Marketing and Comms / French consumers want to know more about where their products come from to make more sustainable choices. Besides, trust in business is higher when brands take action for sustainability, demonstrate their achievements and communicate well. - 10 years ago