Vendre des produits bons pour la planète, c'est le nouveau créneau des groupes industriels pour se racheter une réputation. C'est ce qu'on appelle le "greenwashing", ou le "marketing vert" en français. Les marques utilisent de plus en plus souvent l
Pourquoi les marques passent au vert ? Reportage avec Mathieu Jahnich sur France 4
L'étude « Trust in Professions 2014 » de GfK Verein, passée largement inaperçue, mérite pourtant l'attention de tous les pratiquants des...
L'étude « Trust in Professions 2014 » de GfK Verein, passée largement inaperçue, mérite pourtant l'attention de tous les pratiquants des métiers de la communication. Elle révèle que si la profession dans laquelle les Français ont le moins confiance est sans surprise celle de politicien, c'est bien le publicitaire qui le suit de près, avec 24 % de confiance. Le chiffre interpelle d'autant plus s'il est rapporté à la moyenne mondiale : 56 %.
Humor and communication helped the NGO and the paper manufacturer shift from antagonists to collaborators
Ten years ago, Greenpeace launched “Kleercut: wiping away ancient forests”, a campaign to draw attention to paper goods giant Kimberly-Clark’s practice of felling ecologically important boreal forests in Canada. At the time, the company, which manufactures Kleenex, already had a sustainability strategy that included protecting some forest, sourcing pulp from sawmill waste, and engaging third-party certification. But Greenpeace, claiming that the devil was in the details, labeled the company a greenwasher.
B Lab on Wednesday recognized 92 companies from 15 countries and 31 industries for creating the most positive, overall social and environmental impact. Each honored company is a Certified B Corp that leverages business to solve social and environmental problems and has met rigorous standards of social and environmental performance, accountability and transparency.
This is the second in a series of excerpts from Engaging Outraged Stakeholders: A How-To Guide for Uniting the Left, Right, Capitalists and Activists (Affinity Press, 2013), the new book from Future 500.
Unilever has been a clear leader in sustainability with its ambition and actions against its Sustainable Living Plan, and has just started its first consumer-facing corporate brand campaign around this, called Project Sunlight. At Given London we have noticed a step-change in the number of corporate brand teams seeking to facilitate more sustainable lifestyles for their customers. By analysing the launch of the campaign, we have drawn out four key lessons for other corporate brands seeking to engage their customers around sustainability in a meaningful way.
Patagonia has made its feelings about mass consumption clear through its Responsible Economy campaign, its Common Threads Partnership and, perhaps most famously, with its full-page NYT ad on Black Friday 2011 suggesting that people “Don’t buy this...
Continuing a positive trend of transparency in the food industry, Starbucks' latest campaign focuses on the quality and sourcing of its coffee beans, as sustainability and health concerns continue to motivate consumers to ask, "Where does this come from?"
Launched on Sunday during the Emmys, the new documentary-inspired TV ad shows the heritage of the cafe chain's Arabica coffee beans. "The bean matters, because you cannot roast in quality, you cannot roast in complexity," the voiceover says as black-and-white footage of coffee plantations and the roasting process runs.
The longer-form videos, dubbed “origin stories,” will run on the Starbucks website in October for four of its 20-plus coffee brands, including Veranda Blend, Pike Place Roast, French Roast and Ethiopia. The campaign will also include print ads that will run in the New York Times, Wall Street Journal and the New Yorker, among others, while the TV spot will also be show in a handful of "higher-end" movie theaters.
Climate change. Resource scarcity. Pollution. Human rights. These are some of the most pressing issues facing business today. They are also some of the most difficult for consumers to relate to, let alone orient their lives around.
According to a recent report from The World Economic Forum and Accenture, sustainability is in desperate need of a makeover.
Brands are the symbols and icons of our culture. Embedding sustainability into the private sector by using culture can make the world healthier, safer, more tolerant and creative. Brands can be transactional gateways permeating our everyday lives.
Welcome back! Are you ready to leave excellence behind, with all its unsustainable feeders and costs? Ready to make the move to the entirely different and sustainable condition of mastery? You’ve been patient for long enough, so let’s get started.
Alors que son nouveau logo est la risée des internautes, Airbnb se présente comme « une manière écologique de voyager ». Les résultats de l'étude sont (...)
Alors que son nouveau logo est la risée des internautes, Airbnb se présente comme « une manière écologique de voyager ». Les résultats de l’étude sont intéressants mais l’absence de précisions sur la méthodologie utilisée est dommageable. De surcroît, Airbnb occulte l’impact des déplacements longue distance indispensables pour rejoindre les destinations favorites des voyageurs.
La création de la marque « Eau de Genève » en 2009 avait pour objectifs de valoriser l'eau du robinet et de renforcer le lien émotionnel entre le (...)
Une nouvelle identité a été créée pour renforcer le lien émotionnel entre le produit et le client et ainsi doter la marque d’un véritable capital sympathie. 3 objectifs principaux ont été poursuivis : 1) accroître la notoriété de la marque grâce à des actions innovantes 2) faciliter l’accès à l’eau du robinet à la maison et en dehors 3) améliorer la qualité/goût perçue des clients.
A study by the European Food Information Council (EUFIC) found that while European consumers have a reasonable understanding of sustainability as respecting the environment and fair treatment of present and future generations, their understanding does not extend the role of sustainability with respect to the food supply chain or of various ecolabels used on food and beverages.
Companies that close the gap between consumer expectations and perceptions of their corporate social responsibility work can positively transform their brand, according to Craig Bida, executive vice president of cause branding and nonprofit marketing for Cone Communications.
The public relations and marketing executive says closing the CSR gap — that gulf between what consumers think companies should do and what they think they actually do — is a valuable sustainable strategy worth pursuing.
This is the first in a series of excerpts from Engaging Outraged Stakeholders: A How-To Guide for Uniting the Left, Right, Capitalists and Activists, the new book from Future 500, co-written by CEO Bill Shireman, COO Erik Wohlgemuth and VP of...
Corporate transparency is a wide and complex terrain, including everything from legally required disclosures to employee tweets, much of it having nothing to do with sustainability. However, an increasing number of transparency initiatives are focused on social and environmental outcomes, from the rise in sustainability reporting over the last twenty years, to more recent bursts of open innovation. This increase in transparency represents a tremendous opportunity for business, the environment, and society at large if six key elements are done right.
Sustainability reports have become an important calling card that major companies now use to demonstrate their sustainability commitments.
"Sustainability reports should be seen as the raw material for dynamic sustainability storytelling that reaches online communities far broader than the traditional target audience quartet of investor, employee, NGO and media stakeholders."
The Guardian recently published an excellent article on "Why Green Brands Are Failing to Capture Public Attention." I agree with much of what’s written in the article, especially the observation that there may be plenty of demand that marketers just haven’t figured out how to capture. However, I’d submit that green brands fail precisely because companies have neglected to use traditional marketing paradigms for developing new products. Let’s look at two examples: Clorox Green Works and Nike’s Considered.
“If we can’t get the consumer involved, we will always be behind the curve,” Marks & Spencer CEO Marc Bolland said when he launched the retailer’s ‘Plan A’ sustainability stakeholder consultation.
The logic is compelling. Changing customer behavior is a natural part of the sustainable business strategies businesses must create to achieve long-term success. And instead of being seen as an extension of CSR strategies they will be seen more as Long-Term Marketing strategies that are creating the company’s preferred future operating environment.
Calls to shake up the sustainability community seem to be becoming increasingly frequent — the latest that I’ve read coming from the State of the World 2013 Report. With a warning that sustainability is in need of a “dramatic reboot,” it suggests a failure to deliver on the wealth of opportunities being promised.
To overcome this challenge, one thing’s for sure — there is a need for innovation and new ideas, just as there is for any step change in culture or business. When it comes to business, many companies have reached a point where the greatest need in delivering on their sustainability goals is to gain better cut-through with customers and employees. And in order to make this happen, a clearer focus is required on breakthrough ideas that will fire customers’ imaginations and excite their interest. In other words, marketing innovation needs to become an essential part of the sustainability mix.