CONSUMER BEHAVIOR CHANGE -
Sometimes change doesn’t require more horsepower. Sometimes we just need to unlock the parking brake. This book is about finding the parking brakes — discovering the hidden barriers preventing change that are thwarting action and learning how to mitigate them.
MARKETING & COMMUNICATIONS -
By focusing on a handful of easy target demographics, brands exclude swaths of people — the people who most need to be included in the narrative. The next time you brief your agency or write a brand plan, I hope you’ll rethink assumptions of who the sustainable consumer could be.
CONSUMER BEHAVIOR CHANGE -
Marketers are the co-creators of our societal narrative, and a brand’s messaging has the ability to drive culture change. Never before has the power of the stories we tell held such importance or latent opportunity.
MARKETING & COMMUNICATIONS -
As demand for better brands continues to increase, we can expect an exponential increase in two things: ‘green’ brand claims and the level of public scrutiny. Before your brand team loses time, money and precious brand equity, check out this summary of resources to help you stay the course.
MARKETING & COMMUNICATIONS -
Advertising is a $700B industry that has been overlooked as a source of significant carbon emissions. To achieve sustainable advertising, we must make it easier for companies to calculate their Scope 3 emissions. Here's how
some of the world's largest brands, agencies and ad-tech companies will benefit from new innovations.
MARKETING & COMMUNICATIONS -
Brands now understand the immense benefits of touting their sustainability and purpose credentials; but those with sustainability ‘halos’ aren’t immune to scrutiny over their claims. As Innocent drinks was recently reminded, the stakes have never been higher for getting it wrong.
MARKETING & COMMUNICATIONS -
Except for a clutch of ads for EVs, it seems the climate crisis is not yet a force driving brand messaging at the Super Bowl. But a few brands seized the opportunity to drive adoption of sustainable behaviors at scale.
MARKETING & COMMUNICATIONS -
Advertising is a critical element for business success; and successful businesses are better positioned to give back to society. But we believe the societal impact of $6.5M can do far more to authentically connect
stakeholders with brands than a half-minute of airtime.
CONSUMER BEHAVIOR CHANGE -
In Hellman’s newest Super Bowl spot, former football player and current coach, Jerod Mayo, shows would-be home food-wasters how they can ‘make taste, not waste.’
INNOVATION & TECHNOLOGY -
Brands have a powerful voice and field of influence; by leading by example on digital packaging innovation, they can not only reduce their impact on the environment, but be heroes of change and inspire others to take positive action, as well.
MARKETING & COMMUNICATIONS -
The brewing giant joins 16 other global companies in signing onto the World Federation of Advertisers’ Planet Pledge, which aims to change marketing from a driver of consumption into a catalyst for more sustainable thinking and behavior.
CONSUMER BEHAVIOR CHANGE -
The partnership aims to encourage more than 80 million households of NFL fans to switch to energy-saving cold-water washing in an effort to dramatically
reduce consumer greenhouse gas emissions.
ORGANIZATIONAL GOVERNANCE -
As we exit Pride month and look to WorldPride in August, it’s apparent that we’re at an inflection point for purpose — one that requires consistent corporate action that positively impacts LGBTQIA+ people, no matter where they are in one’s workforce or world.
MARKETING & COMMUNICATIONS -
The happiness of buying new shoes is a short-lived dopamine kick, whereas finding better ways of living in balance with yourself adds lifelong value. It’s time to create a new offering: Who can you help people become?
MARKETING & COMMUNICATIONS -
P&G has committed $1M over three years and partnered with GLAAD to work with brands and agencies to advance LGBTQ inclusion in advertising. New study finds senior marketing and ad execs recognize LGBTQ inclusion as a force for positive social change, yet worry about authentic representation.
MARKETING & COMMUNICATIONS -
The two companies are putting their money where their mouths are when it comes to increasing inclusion, both in their messaging and in the media at large.
MARKETING & COMMUNICATIONS -
Unilever is eliminating the word “normal” from all of its beauty and personal care brands’ packaging and advertising, championing a new era of beauty that is equitable and inclusive, as well as sustainable.
ORGANIZATIONAL GOVERNANCE -
In its latest research to understand consumer expectations of responsible brands, Porter Novelli used social psychology to unpack why consumers prefer Purpose-driven brands — and the importance of strong storytelling to complement sound business strategies.
MARKETING & COMMUNICATIONS -
The proliferation of ineffective communications is
holding sustainability back in its most critical decade. There is no more time for boring, beige writing. We need language that teaches, convinces and inspires — before it’s too late.
MARKETING & COMMUNICATIONS -
If consumers are to embrace sustainable products en masse, they need better information to be able to make an informed choice — and this is where marketeers have a vital role to play.