MARKETING & COMMUNICATIONS -
Reaching 100 million people at once comes at a high cost — but the sticker price of a Super Bowl ad comes with deeper implications, both for brands and
society. What if that money was used for good?
MARKETING & COMMUNICATIONS -
Amidst the uncertainty of the world during a global pandemic, two key pieces of 2020 research offered hope and optimism about what purpose-driven brands can achieve
in 2021 — buoyed by new attitudes, opinions, and desires from consumers.
MARKETING & COMMUNICATIONS -
Here are three key considerations worth keeping in mind as you endeavor to find, create and use fresh, relevant visual content to communicate your brand’s
commitment to sustainability — and even more importantly, inspire customers to action.
ORGANIZATIONAL GOVERNANCE -
A dramatic shift in diversity is only possible if the most exposed, vulnerable and or marginalised groups contribute to decision-making around narratives, ideas and solutions. Can you name any brands that are championing race within their purpose work and doing it well?
MARKETING & COMMUNICATIONS -
In his new book, The Hero Trap, Thomas Kolster says rather than promoting what’s good about their company or products, brands need to shift their focus to their customers — specifically, their brand’s role in helping its customers transform their lives.
MARKETING & COMMUNICATIONS -
Keith Cartwright, the creative force behind such powerful statement ads as P&G’s “The Look” and “The Choice,” shares his insights and advice to brands and agencies on how to most authentically respond in times of crisis.
ORGANIZATIONAL GOVERNANCE -
Much-needed updates to a growing number of brands in response to the Black Lives Matter movement is a great start. But deep, lasting impact requires two main actions — apologies; and adjusting the social paradigm.
CONSUMER BEHAVIOR CHANGE -
In just over two weeks, the Stop Hate for Profit campaign has rallied the support of over 400 companies — all of which have pulled their advertising dollars from Facebook and Instagram for the month of July.
ORGANIZATIONAL GOVERNANCE -
Internationally recognised speaker and author Thomas Kolster, also known as Mr. Goodvertising, takes a hatchet to his earlier beliefs around purpose-driven brands in a new book, The Hero Trap. He says the one question brands need to be asking and acting on to change behaviors at scale and unlock sustainable growth that benefits all is ‘Who can you help people become?’
MARKETING & COMMUNICATIONS -
Amidst the social unrest that has flooded the US since the murder of George Floyd, four household-name food brands, whose brand identities have long centered around racial stereotypes, are updating their images and logos to reflect the changing societal consciousness.
MARKETING & COMMUNICATIONS -
While climate change and intensifying carbon emissions still top the list of factors endangering a healthy future for the world’s children, a new report finds that marketing of harmful products aimed at children is another major threat to their wellbeing.
MARKETING & COMMUNICATIONS -
At least the game was fun to watch, because this year’s commercials make the United Nations’ sixth edition of the Global Environment Outlook report seem like interesting reading. This year, corporate America chose to laugh rather than voice an opinion.
MARKETING & COMMUNICATIONS -
We shouldn’t lure people into buying more than they need; but rather, help people make it all add up to a more meaningful life. Brands might be able to keep afloat on a short-term strategy and hide behind a cloak of innocence, but every dinosaur step is one closer to extinction.
CIRCULAR ECONOMY -
In the first gathering of the Sustainable Brands community in Uruguay last week, change agents from a wide swath of perspectives shared their visions of what’s necessary to course-correct our way to a healthy, flourishing future — and where the power really lies in driving change.
MARKETING & COMMUNICATIONS -
Extinction Rebellion and The Humblebrag call upon Dutch creative industries to take a collective stand for the climate. Amsterdam’s first Creatives for Climate summit will take place on 18 September at Patagonia HQ.
ORGANIZATIONAL GOVERNANCE -
Dear CEOs, CCOs, CMOs, CFOs, MDs and CDs: It’s time to wake up ... Commit your creativity to ‘the biggest brief’ this sector has ever known.
CONSUMER BEHAVIOR CHANGE -
WRI’s Better Buying Lab works with food companies to research and test science-based approaches that encourage consumers to choose more sustainable, plant-based foods.
CONSUMER BEHAVIOR CHANGE -
White's work highlights actionable ways practitioners can influence consumers to behave more sustainably.
MARKETING & COMMUNICATIONS -
We reached out to communication leaders in the SB community for their take on P&G’s spotlight on toxic masculinity.