- The Empowered Consumer in
Marketing: Green on
02/18/2015
Consumers are becoming increasingly concerned with the sustainability of the goods and services they buy. A 2013 study by GlobeScan, BBMG and SustainAbility, 86% of consumers said transparency about
ingredients is extremely or very important. However, just a little over half (57%) said they regularly check the list of ingredients before purchasing products.
- We're All Sustainability Professionals in
Marketing: Green on
01/21/2015
As sustainability continues to go mainstream, the smartest companies are incorporating sustainability into their business model. It's profitable, mitigates risk, and fulfills an increasing consumer
demand. It's spreading across functions with executives such as the chief financial officer and chief marketing officer actively thinking about how sustainability impacts their roles and business
units.
- Back To Basics: Normcore And Sustainability in
Marketing: Green on
11/19/2014
Do you dress according to your own set of style rules? Do you avoid wearing obvious fashion labels? Do you eschew the season's latest trends? If so, you might be more stylish than you think. If you've
happened to read a fashion magazine or blog this year, you've probably heard about "normcore" - a much debated and discussed buzzword and one of this year's hottest movements in fashion and design.
- Millennials And The 'E-Word' in
Marketing: Green on
10/15/2014
Earlier this year, the Pew Research Center found that fewer than a third of Millennials believe that the word "environmentalist" describes them very well. By contrast, Millennials are more likely to
describe themselves as patriotic and religious than they are to apply the word "environmentalist" to themselves.
- Sustainability And The CMO in
Marketing: Green on
09/17/2014
As Gardiner Morse wrote in a recent "Harvard Business Review" article, "a marketing revolution is under way and nowhere is that more visible than in the CMO's transforming role." Morse was
specifically referring to Unilever's CMO, Keith Weed, who notably now oversees both marketing and communications and sustainable business. It is a shift from the model that exists at the majority of
companies, namely that sustainability exists in a separate division.
- Consumer Sustainability Study Says Moms Matter, Businesses Disappoint in
Marketing: Green on
07/17/2014
Nearly three-quarters of consumers believe that the private sector is failing to take care of the earth and society, according to the recently released UN Global Compact and Accenture study, "From
Marketing to Mattering." Surveying 30,000 consumers across 20 countries, the report reveals valuable insights for marketers regarding the impact of sustainability on a brand's reputation, optimism and
expectations on both government and the private sector.
- Why 'Going Lean' Is The New Green in
Marketing: Green on
06/18/2014
With over 25 years of experience as a sustainability consultant and the author of books on green marketing and eco-innovation, Jacquie Ottman has an eye for understanding trends. As she sees it, the
next movement in green marketing is about focusing on waste reduction.
- Storytelling Q&A With A CSR Expert in
Marketing: Green on
04/16/2014
I recently connected with Susan McPherson (@susanmcp1), head of communications consultancy McPherson Strategies, to discuss the role of corporate storytelling in CSR and sustainability initiatives.
Susan, named one of the "Smartest Women on Twitter" by "Fast Company" magazine and the founder of the popular bi-weekly #CSRChat, has spent her career focusing on the intersection between brands and
social good.
- New Study Finds Social Media Best Practices for Sustainability Storytelling in
Marketing: Green on
03/19/2014
Corporate storytelling has emerged as a powerful strategy to engage and inspire audiences on topics ranging from launching new products, to support recruitment, and notably to discuss sustainability
initiatives, programs and progress. Alongside the rise of sustainability storytelling, social media has become a valued tool to bring corporate initiatives to life in the digital age.
- When Going Green Is Uncomfortable ... in
Marketing: Green on
02/19/2014
I'll be the first to admit it - sometimes the more environmentally responsible lifestyle decision is also the choice that is inconvenient, uncomfortable and just plain hard. The small, everyday
adjustments that we make to live more sustainable lives - walking instead of driving, shopping with reusable bags versus plastic bags, washable napkins or tissues instead of disposable ones -
collectively make a significant difference in improving the state of the planet, but also require more time, more planning, and more effort from us.