How brands are successfully communicating their sustainability efforts — and how their stakeholders are asserting their own needs and preferences
While the values-action gap still exists, consumer research helps organizations understand their audience motivations and who is buying their product, or expand their audiences to growing numbers of sustainability-conscious shoppers. Read More...
VisitOSLO’s new, viral campaign downplays its city’s appeal with dry humor and an understated production style — and highlights a growing trend in values-driven tourism marketing. Read More...
New report asserts that businesses that aren't transparent on their ESG progress, for fear of greenwashing, are missing opportunities for investment and gaining credibility with consumers. Read More...
If we are to safeguard advertising’s legitimacy, we must address our image problem. It’s time we apply our collective creativity to solve our (industry’s) biggest challenges. Read More...
The most meaningful climate-communication strategies create an avenue for conversations rooted in hope and action. Embrace this opportunity to educate and build trust by aligning your message with your values and contributing to a positive cultural commentary. Read More...
Creatives for Climate’s ‘Anti-Greenwash Guide’ is designed to help ad and communications agencies comply with the latest greenwashing laws, and principles to guide them away from misleading and unsubstantiated sustainability-related claims. Read More...
Ad Net Zero has launched the first standardized, industry-wide measurement framework to help advertisers and their partners understand and act effectively to reduce the carbon impact of their media plans. Read More...
Edinburgh’s recent ban on ads for fossil fuels and other high-carbon products exemplifies a desire to shift those ad spaces toward cleaner, more viable alternatives and ads that promote low-carbon behaviors. Read More...
Tourism marketing has largely centered around traveler desires such as pleasant weather and low prices. Now, it must also consider how travelers’ presence impacts locals, the local economy, wildlife and the natural environment. Read More...
As brands grapple with their position on LGBTQIA+ issues and building inclusivity and diversity across their businesses, the latest Outvertising Consumer Report offers plenty of advice for being more effective. Read More...
New survey of Gen Zs in the US and Canada suggest a growing distrust of influencers; and while sustainability is still a consideration when purchasing, budget, price and brand authenticity are paramount. Read More...
Period shame is rooted in gender inequality. As we continue to work to un correct this, we can catalyze public-private partnerships that positively impact menstrual health and girls’ self-esteem while driving economic benefits. Read More...
The “right” messaging will always involve being clear, specific and transparent — but learning which words and claims will meet consumers’ expectations, build their trust and inspire their purchases will require research best done through collaborative partnerships. Read More...
Day one of Sustainable Brands’ Brand-Led Culture Change event was filled with rich discussions on the power of partnerships, hits and misses in brand communication, and the power of art to open hearts and minds. Read More...
The most recent spate of controversies over misleading brand sustainability claims raises pertinent questions for marketers everywhere. Read More...
Workiva’s third annual survey gathered the thoughts of more than 2,000 professionals involved in ESG reporting across the corporate landscape. Read More...
Sounds Right aims to finally pay Nature royalties for her contributions to art and everything else on earth by prompting conversation, raising funds for conservation and inspiring millions of fans to take action. Read More...
To all fellow impact professionals, I encourage you to look at the narrative your communications are fueling and consider whether your business, your audience and the planet would benefit from a more nuanced view. Read More...
Good-Loop’s Good-Media Academy outlines how the ad industry impacts climate change and what advertisers can do to mitigate it. Read More...
The brand invites fans to ‘adopt’ one of four classic, mayo-centric sandwiches at risk of extinction to increase awareness of the importance of regenerative farming practices. Read More...