Tom Idle

Founder
Narrative Matters

Content creator extraordinaire.

Tom develops, creates and publishes content that truly engages audiences around issues of global social, environmental and economic importance. He also provides strategic editorial insight and support to help organisations – from large corporates, to NGOs – build content strategies that focus on editorial that is accessible, shareable, intelligent and conversation-driving.

Former editor-in-chief at 2degrees, the world's leading online community for sustainable business professionals, and editor of Sustainable Business magazine.

Tom Idle is tagged in 85 stories. Page 1 of 5.
New Guide Shows How CMOs Can Mainstream Sustainability by Closing Say-Do Gap for Good
New Guide Shows How CMOs Can Mainstream Sustainability by Closing Say-Do Gap for Good

Marketing and Comms / BCG and the CMO Sustainability Accelerator — a coalition that includes Sustainable Brands, ANA and Adweek — have developed a practical guide to help brands “bring green to the mainstream” by developing and marketing sustainable choices for all consumers, not just those moved by sustainability claims. - 6 days ago

Purpose-Driven Brands Continue to Encourage More Conscious Consumption Habits in Antidote to Black Friday
Purpose-Driven Brands Continue to Encourage More Conscious Consumption Habits in Antidote to Black Friday

Behavior Change / As US consumers report more conservative gifting plans due to money worries, alternatives such as Freitag’s S.W.A.P. events and Poshmark’s Secondhand Sunday meet the downshift in enthusiasm for the Black Friday shopping frenzy. - 2 weeks ago

As Tourism Returns to Pre-Pandemic Levels, This Hotel Chain Aims to Take Conscious Travel to New Heights
As Tourism Returns to Pre-Pandemic Levels, This Hotel Chain Aims to Take Conscious Travel to New Heights

Walking the Talk / Naumi Hotels is raising the bar for eco-tourism with its holistic, conscious model — which includes repurposing existing buildings, incorporating living elements and providing employment for low-income women in India. - 1 month ago

Empowering Waste Pickers, Building Communities and Closing the Loop
Empowering Waste Pickers, Building Communities and Closing the Loop

From Purpose to Action: Building a Sustainable Future Together / In Latin America, where recycling rates remain below 10%, grassroots circular solutions are slowly beginning to scale — thanks to growing legitimacy, education, organization and protections for informal waste workers, who remain the backbone of the region’s collection and recycling infrastructure. - 1 month ago

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Quantifying the Benefits of Women’s Empowerment: The Missing Metric for Game-Changing Climate Action
Quantifying the Benefits of Women’s Empowerment: The Missing Metric for Game-Changing Climate Action

New Metrics / The W+ Standard is the first globally recognized framework that measures and monetizes women’s empowerment. Empower Co. is engaging with companies keen to cement their women’s-empowerment programs with robust data — and shift the mindset around climate action from mitigation to net positivity. - 2 months ago

In Our Water- and Climate-Stressed World, There’s No Excuse for Wastewater Going to Waste
In Our Water- and Climate-Stressed World, There’s No Excuse for Wastewater Going to Waste

Cleantech / Globally, 80% of wastewater is discharged into local environments with minimal or no treatment — water that could be recycled and reused. California-based startup Aquacycl's waste-to-energy solution protects water resources while helping companies reduce costs. - 2 months ago

Technological Ingenuity in African Nations: How They Are Solving the Plastic Waste Challenge
Technological Ingenuity in African Nations: How They Are Solving the Plastic Waste Challenge

From Purpose to Action: Building a Sustainable Future Together / Enabling a circular economy is a complicated challenge that governments, communities and businesses globally are struggling to solve. But as Dow’s work in Africa proves, solutions exist — and success comes when organizations and communities collaborate to create change rooted in local context. - 3 months ago

Aqua Cultured Foods Aims to Eradicate Overfishing with Sushi That Isn’t Sushi
Aqua Cultured Foods Aims to Eradicate Overfishing with Sushi That Isn’t Sushi

Product, Service & Design Innovation / Despite over 80% of the world’s fish stocks being fully exploited or overexploited, global seafood demand is expected to jump another 30% by 2030. Aqua Cultured aims to deliver affordable, nutritious seafood alternatives to allow our oceans to recover. - 3 months ago

With a Sustainability Strategy Fully Embedded, How Do You Maintain Momentum to Reach Your Goals?
With a Sustainability Strategy Fully Embedded, How Do You Maintain Momentum to Reach Your Goals?

From Purpose to Action: Building a Sustainable Future Together / “We’ve been working on design for recyclability for years now. But the next step is to make packaging fully recyclable and then collect the packaging to recycle it into new products. We’re very close to creating a low-carbon, circular economy.” — Han Zhang - 4 months ago

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This Cacao-Free Chocolate Startup Is Ready to Show ‘Big Chocolate’ a Sustainable Way Forward
This Cacao-Free Chocolate Startup Is Ready to Show ‘Big Chocolate’ a Sustainable Way Forward

Product, Service & Design Innovation / “Our alternative chocolate is saying that this industry can function in a different way — and it doesn’t have to be stuck doing things it has been doing for 60 years, making billions of dollars a year off the hard work of farmers in West Africa.” — WNWN co-founder Johnny Drain - 4 months ago

Businesses Can Chart a Course Toward Decarbonization, One Step at a Time
Businesses Can Chart a Course Toward Decarbonization, One Step at a Time

Cleantech / With a wealth of technologies and competing demands across sites, decarbonization can be a complex challenge for companies of all shapes and sizes. Taking a data-centric approach to building an energy roadmap — and letting the data point to what happens next — is key in supporting companies along the way. - 4 months ago

Secrets for Effective, Transformative, Authentic, Culture-Changing Brand Engagement
Secrets for Effective, Transformative, Authentic, Culture-Changing Brand Engagement

Behavior Change / To kick off the final day of Brand-Led Culture Change, attendees were treated to a broad series of examples, from a wide swath of experts, of clever strategies that lead to behavior change. - 5 months ago

Mass Marketing, No More – Effective Brand Communication Must Be Made to Measure
Mass Marketing, No More – Effective Brand Communication Must Be Made to Measure

Marketing and Comms / Marketers, this one’s for you: Just a few pearls of wisdom dropped on day two of Brand-Led Culture Change — including understanding and eliminating microaggressions, the secret sauce of shareable content, what matters to each target demographic, and rethinking assumptions of who the ‘sustainable consumer’ could be. - 5 months ago

Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands
Brand-Led Culture Change: A Primer on the Holy Grail of Today’s Purpose-Driven Brands

Behavior Change / On day one of Brand-Led Culture Change, brands, retailers, trend watchers and behavioral and cultural design experts examined the role and power of consumer-facing companies to create the socially and environmentally prosperous world we want to live in. - 5 months ago

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Unilever’s New Sustainability Director Wants Competitors to Close the Gap on ESG Performance
Unilever’s New Sustainability Director Wants Competitors to Close the Gap on ESG Performance

Leadership / “We need to keep that competitive advantage and continue to innovate so that we can really make sustainable living commonplace. It’s constant innovation; and we want others to come along on the journey with us.” — Niki King - 7 months ago

How a Corporate ‘Lifer’ Helped Transform a Century-Old Business into a Sustainability Front Runner
How a Corporate ‘Lifer’ Helped Transform a Century-Old Business into a Sustainability Front Runner

From Purpose to Action: Building a Sustainable Future Together / When it comes to making sustainable business a reality, the journey is just as important as the destination. Few companies prove this more than Dow — provider of many of the chemical, plastic and consumer solutions that the world needs to successfully transition to a low-carbon economy. - 8 months ago

Meet the Olive Oil Brand on a Mission to Reunify a War-Torn Country
Meet the Olive Oil Brand on a Mission to Reunify a War-Torn Country

Walking the Talk / Bringing new gravitas to the term, ‘purpose-driven,’ the team behind Colive is using their uniquely delicious olive oil to help end the civil unrest that has divided their native Cyprus since the 1970s — and exemplify the benefits of social entrepreneurship and peace through cooperation. - 9 months ago

How to Fuel a Sustainable Future for Packaging
How to Fuel a Sustainable Future for Packaging

From Purpose to Action: Building a Sustainable Future Together / Solving the ongoing packaging conundrum demands a significant shift in how businesses think — moving from a linear to a circular model of operation to improve the amount of packaging that can be reused, recycled and returned to the value chain. - 10 months ago

Widespread Engagement at Heart of Dow’s Mission to Transform Into a 125-Year-Old Sustainability Leader
Widespread Engagement at Heart of Dow’s Mission to Transform Into a 125-Year-Old Sustainability Leader

From Purpose to Action: Building a Sustainable Future Together / Today, Dow considers its sustainability strategy and business strategy to be one and the same; employees understand that the two can no longer be separate. But, as Global Sustainability Director Haley Lowry explains, this didn’t happen overnight. - 11 months ago

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Microgrids Could Be a Secret Weapon in the Corporate Race Towards Net Zero
Microgrids Could Be a Secret Weapon in the Corporate Race Towards Net Zero

Cleantech / Reining in energy emissions is top of mind for companies; so having more control of how, where and when energy is produced makes good business sense. Here, Shell Energy’s Matt Baker explains why microgrids are an increasingly popular solution. - 1 year ago

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