Today, Brands for Good — Sustainable Brands™’
collaboratory of leading brands and agencies dedicated to inspiring and
encouraging more sustainable consumer behaviors — releases the results of its
Socio-Cultural Trend Tracker research, conducted in partnership with The
Harris Poll.
According to the new research, even US consumers that report not having
sustainable values are adopting more sustainable behaviors; and, when it comes
to sustainable values, political differences are less polarized than expected.
The research also measures, for the first time, consumer progress against
adopting the Brands for Good nine sustainable
behaviors
— and the ‘intention-to-action’
gap
for each — as well as brand trust scores in the time of
COVID-19 and other
stressors.
The results will be presented live this morning at 11am ET — in a panel
discussion with The Harris Poll and Brands for Good Corporate Partners The
Clorox Company and Procter & Gamble — at Sustainable Brands’ free virtual
event, Brands for Good: Accelerating Culture
Change.
Brands for Good launched in June
2019
with Dentsu Aegis Network, National Geographic, Nestlé Waters,
PepsiCo, Procter & Gamble, SAP SuccessFactors, SC Johnson,
Target and Visa. Since then, new corporate partners Bumblebee Foods,
The Clorox Company, Indigo
Agriculture,
CVS Health, Tetra Pak and General Mills have joined; along with
contributing partners including the Association of National Advertisers
(ANA), EY, Futerra, Global Citizen, Porter Novelli,
Grounded
and WeSpire.
Brands for Good partners have access to a full suite of proprietary tools,
guides, workshops, research and working groups that help them unleash the power
of their brands to drive mainstream consumer behavior change, towards the
adoption of sustainable lifestyles. All Brands for Good partners have taken this
three-point pledge:
-
Embed environmental and social purpose into the heart of their brand
promise, products and experiences;
-
Use marketing, communications and brand influence to make sustainable living
accessible, aspirational and rewarding; and
-
Work together to transform the field of marketing to shift behaviors and
drive positive impact with people, communities and the planet we share.
“We are on a mission to transform the field of marketing, and harness it to
drive sustainable consumer behavior change at scale. There is no more pressing
moment to make this happen, and no other organization is able to equip marketers
and agencies alike with the tools they need,” said Etienne White, VP of
Brands for Good. “Brands for Good allows marketers to fully embed sustainability
and to use it as a competitive advantage. It is inspiring to see industry titans
pre-competitively working together to ensure that collectively their brands can
become a profound force for good in the world.”
Also launching today is a new initiative within the Brands for Good offering,
designed specifically to bring leading CMOs together in community with each
other. Convening quarterly, the Brands for Good CMO Council will help CMOs
accelerate their brands’ progress through dedicated content, inspirational
speakers, thought leadership and peer-to-peer conversations.
“We are seeing through this period of mass uncertainty and hyper-acceleration
that the role of marketing is changing, and consumers expect brands to
contribute in new and more profound
ways.
With this shift comes new responsibilities, new pressures and perhaps most
importantly, new opportunities for marketers,” said Lynne Biggar, Chief
Marketing and Communications Officer at Visa. “Chief Marketing Officers need a
forum where we can each share our successes and challenges, learn from one
another and be inspired by thought leaders outside of our fields; as well as
help guide the direction of Brands for Good as a whole. The Brands for Good CMO
Council serves that exact function; I’m delighted to be a part of it and highly
encourage other CMOs to join.”
For more information about Brands for Good, please visit
https://sbbrandsforgood.com. Everyone can join the discussion
today and every day
by following #SBBrandsforGood on social media.
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Sustainable Brands Staff
Published Sep 15, 2020 11am EDT / 8am PDT / 4pm BST / 5pm CEST