Nothing indicates the growing importance of "ethical marketing" more than the concept's growing embrace by Procter & Gamble and Unilever, the world's two biggest spenders. While both have been engaged in such efforts for years, they're talking about them--and particularly advertising them-- like never before. Bill Gates recently mentioned Unilever as a top-of-mind example of a company involved in sustainability efforts. The same day as Gates' statement, P&G indicated it would make communication about its own sustainability efforts--defined to encompass a broad range of community-betterment programs--a much bigger priority in 2008. Though both P&G and Unilever see prospects …

Known for its strict, by-the-books culture--accepting a cup of coffee from a supplier can be a firing offense--Wal-Mart is now encouraging its merchants to speak frankly, even critically, about the products the chain carries. Wal-Mart says a new Web site called Check Out (checkoutblog.com) helps buyers solicit quick feedback on the merchandise, and shows a softer side of the giant company. Corporate blogs are nothing new, but Wal-Mart's is turning the traditional model on its head. Instead of relying on polished high-level executives, it is written by little-known buyers, largely without editing. The result is an intensely personal …

Nike has the business of buzz down to a science. To launch Carmelo Anthony's latest shoe--the Air Jordan Melo 4--recently, actor Michael Rapaport and rapper Warren G. joined the Denver Nuggets star at a Beverly Hills Jaguar dealership in a flashbulb-popping extravaganza reminiscent of a Hollywood movie premiere. The company may be the most successful marketing machine in history. It's a juggernaut that began with Nike's signature Air Jordan and has continued for 23 more versions. Michael Jordan's last game was in 2003, but sales of his brand keep growing. "Brand Jordan today sells about twice as …

Ford is expected to announce this week that Sync--its joint technology package with Microsoft--has resulted in a double-digit sales increase for its Focus line this year. The increase--33% for January and an estimated 10% for February--comes as sales in the compact segment sagged 3% in 2007, according to Autodata. Sync, a voice-activated technology that lets users play songs and dial phone numbers, was introduced in 12 Ford, Lincoln and Mercury products last fall, with the Focus as the centerpiece of the marketing effort. In the three Focus models, 30% of buyers have chosen the highest end version that comes …

As Paris fashion week wraps up, several designers are lauding polyester as high fashion's next big thing. Lanvin's Alber Elbaz, Nina Ricci's Olivier Theyskens and the American designer Narciso Rodriguez all have elaborate thousand-dollar polyester creations that women are starting to see in expensive stores. Designers say recent improvements in the synthetic fiber have made polyester lighter, thinner and more delicate. Giorgio Armani urges men to wear blends for better fit and elasticity. An early adopter of the new synthetics, Armani says he now prefers polyesters to natural fabrics, such as linen, which wrinkles. Both technological …