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Airbnb Building Brand Value by Creating Authentic Connections with — and Between — Users

MARKETING AND COMMS - Consistently creating valuable content through a variety of channels is a great way for companies to establish thought leadership and gain customer trust; Airbnb’s content-marketing initiatives are a best-practice model.

Reimagining Phoenix: A Citywide Campaign to Turn Trash Into Resources

WASTE NOT - Imagine a future where there is no such thing as trash — there are only resources. Where residents of a large metropolitan region routinely reduce, reuse, recycle and reconsider their consumption patterns by imagining the opportunities that come from making wiser choices. Achieving that ambition may be a long way off, but if the City of Phoenix has anything to do with it, that future begins now — with a multi-pronged citywide strategy based on forming unique private-public partnerships and cross-sector collaboration.

New Video Highlights adidas' New Attention to Pattern Efficiency

PRODUCTS AND DESIGN - adidas has announced new advances in how it develops key apparel ranges to reduce waste while maintaining performance and style. Both the Running and adidas by Stella McCartney teams have worked to change the way they make patterns to increase the efficiency of their new product ranges by reducing fabric waste.The company created a short animation, in collaboration with Big Animal Productions, to highlight this conscientious new design and production process:

Food Brands, Farming Groups, NGOs Urge Obama to Enact Federal GMO Labeling Law

MARKETING AND COMMS - A group made up of over 200 organizations including food companies, organic farming and environmental groups have signed a letter urging President Obama to enact labelling laws highlighting products that contain genetically modified ingredients.

Embracing Conscious Consumerism Helping Brands Win Loyalty

MARKETING AND COMMS - Numerous marketing campaigns have sprung out of the Black Friday movement that encourage a more conscious approach to consumption — whether through consuming less; producing less waste; supporting local, grassroots or small businesses; or contributing to those in need.

'Women Empowered' Highlights Role of Women in IT Innovation

LEADERSHIP - One organization taking the initiative to improve gender representation in its industry is Cognizant Technology Solutions — whose employee-led Women Empowered initiative attracts and retains female associates through active recruitment, talent development, communication and networking.

Helping PDP Engage Brands to Revalue Plastic

WASTE NOT - The Plastic Disclosure Project sees an influential need for companies to start disclosing their plastic footprint in order to create a benchmark for reduction by increasing recycling and adding value back into plastic use.

Disney, Wells Fargo, Google Among U.S. Companies Proactively Pricing Carbon, Says CDP

MARKETING AND COMMS - CDP announced today that 29 major publicly traded companies based in or operating in the U.S. disclosed an internal price on carbon pollution to CDP (formerly known as the Carbon Disclosure Project) in 2013, detailing both the risk and potential business opportunity for early action by their companies. Prices range from $6-60 dollars, and exist at companies spanning all sectors of the economy, including energy, utilities, airlines, technology and the financial industry. Twenty-seven of the companies are listed in the S&P 500, while the other two (BP and Royal Dutch Shell) are foreign-based.

After Years of Pressure, Wilmar International Commits to Ending Deforestation Practices

SUPPLY CHAIN - Wilmar International, the world's largest palm oil trader, today announced a No Deforestation Policy in response to pressure from Greenpeace, NGOs and consumers around the world.

This Black Friday, Patagonia Invites You to Celebrate the Stuff You Already Own

MARKETING AND COMMS - Socially conscious outdoor apparel company Patagonia has made its feelings about mass consumption clear in a number of ways — last month, it launched its Responsible Economy campaign, which calls on consumers and businesses alike to rethink disposability for more effective resource allocation; its Common Threads Partnership urges customers to only buy what they need and to recycle their worn-out Patagonia gear through the company’s take-back program; and, perhaps most famously, with its full-page New York Times ad on B

New Report Reveals Global Trends, 'Perspectives' on CR Reporting

MARKETING AND COMMS -, which hosts and manages the global online directory of corporate responsibility (CR) reports, today released its annual free CR Perspectives report, combining data, insight and opinion to reveal how global CR reporting has developed and where it might be headed.

Employee Engagement: Why Motivating the Elephant Is Better Than Rewarding the Rider

BEHAVIOR CHANGE - Many organisations are grappling with the same question: How do we create an employee reward and recognition programme designed to deliver widely adopted and sustained pro-environmental behaviours?

Jones Lang LaSalle Illustrates Commitment to Responsible Business in Latest Sustainability Report

MARKETING AND COMMS - Jones Lang LaSalle last week released its 2012 Sustainability Report, “Moving toward a more sustainable enterprise,” which details the company’s services, operations and client-focused strategies to achieve long-term sustainable solutions across five sustainability categories: energy and resources; client service excellence; green buildings; community and supply chain; and workplace, well-being and diversity.

Two-Thirds of Scholastic Books Now Sourced From FSC-Certified Paper

WASTE NOT - Scholastic, Inc., leading publisher of books for children and young adults, announced on Monday that it now purchases 68.2 percent of its paper from Forest Stewardship Council (FSC)-certified sources, surpassing its original goal of increasing the amount of FSC-certified paper purchased for its publications to 30 percent by 2012.The global children's publishing, education and media company says that after making significant gains toward the FSC goal between 2008 and 2011, it increased its goal for 2012 from 30 percent to 35 percent of all paper purchased to be FSC-certified. Scholastic also pledged to by the same date increase its use of recycled paper to 25 percent, of which 75 percent would be post-consumer waste.

Chipotle Launches Assault on Big Food with Short Film, and There's More to Come

MARKETING AND COMMS - Chipotle keeps sticking its neck out for "sustainable," locally produced food — now with an animated short-film attack on "Big Food" and with the promise of more expansive and aggressive efforts to come."The Scarecrow" is a 3-1/2-minute film that Chipotle Mexican Grill released online last week that depicts what the brand calls "a dystopian fantasy world" in which "all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system."

What Internet Citizens Should Know About the Personal Data Economy

THE NEXT ECONOMY - John C. Havens is founder of the H(app)athon Project, a contributing writer for Mashable, and author of the upcoming book, Hacking Happiness. At Sustainable Brands ’13 last month, he spoke on the main stage about “Unleashing the Personal Data Economy,” and we later dove further into the subject.What exactly is the personal data economy?

Bridgestone Americas and Yulex Develop Renewable Alternative to Rubber

CHEMISTRY, MATERIALS & PACKAGING - A little-known perennial shrub called guayule (pronounced why-u-lee), native to the Southwestern United States, has been tapped as a potential alternative natural source for rubber by Bridgestone Americas and agricultural-based biomaterials company, Yulex.

BASF Licenses Genomatica Process for Creating BDO from Renewable Feedstock

CHEMISTRY, MATERIALS & PACKAGING - Chemical technology company Genomatica has announced a new partnership with BASF. The chemical giant has licensed Genomatica’s patented new manufacturing process for a renewable form of the organic compound 1,4-butanediol, more commonly known as BDO.BDO and its many derivatives are used for the production of plastics, solvents, electronic chemicals and elastic fibers.

Report: Employee Engagement Key to Successful Sustainability Program

ORGANIZATIONAL CHANGE - A recent report released by financial services firm Jones Lang LaSalle claims companies that implement successful sustainability initiatives solicit employee participation and recommends organizing the engagement process into three phas

Chevron, Shell Join Environmentalists To Regulate Fracking Standards

THE NEXT ECONOMY - A group of energy companies, philanthropic foundations and environmental groups have formed a new organization providing shale gas producers with performance standards certification for shale development.