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Customer Behavior Change: The Holy Grail of Conscious Brands
“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...
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Six Ways to Make Brand Sustainability Resonate with Consumers
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...
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Why Green Product Brands Fail
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...
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Starbucks Jumps on the Sustainably Sourced Wagon with New Origins Campaign
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...
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Failure to Communicate: Dry Sustainability Reports a Missed Opportunity
Sustainability reports have become an important calling card that major companies now use to demonstrate their sustainability commitments.Sircome's insight:"Sustainability reports should be seen as...
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This Black Friday, Patagonia Invites You to Celebrate the Stuff You Already...
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...
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Six Elements of Effective Transparency
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...
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Emotion v. Action: 4 Key Engagement Lessons from Unilever's Project Sunlight
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...
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Engaging Outraged Stakeholders: The Power of Engagement (Part 1 of 2)
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...
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Engaging Outraged Stakeholders: The Power of Engagement (Part 2 of 2)
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...
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Firms ‘Must Close CSR Gap to Grow Business’
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...
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5 green marketing strategies to earn consumer trust
These tips will help you devise green claims that hold up to scrutiny — and reap rich rewards.See it on Scoop.it, via Resources about Corporate Social Responsibility
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Has the Era of Greenwashing in Resource Sustainability Passed?
I should have bought a Hummer when I had the chance. I could drive it without feeling any guilt. Know why? Because I hardly ever drive. I work from home most of the time.See it on Scoop.it, via...
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Banning ‘Biodegradable’ from Sustainability Conversations
The B word — biodegradable — is outdated and doesn’t belong in sustainability conversationsSee it on Scoop.it, via Resources about Corporate Social Responsibility
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EU Study Finds Sustainability Understanding, Concern Do Not Affect Food...
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...
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B Lab ‘Best for the World’ List Honors Businesses With Positive Impacts
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...
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Greenwashing? Marketers Actually Undersell Their Sustainability Work
To create sustainable businesses, companies need consumers to buy green. They must step up use of social media to get their customers on board.See it on Scoop.it, via Resources about Corporate Social...
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Greenpeace and tissue giant Kimberly-Clark: from enemies to allies
Humor and communication helped the NGO and the paper manufacturer shift from antagonists to collaboratorsSircome's insight:Ten years ago, Greenpeace launched “Kleercut: wiping away ancient forests”, a...
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Le succès de la marque Eau de Genève - Sircome
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 (...)Sircome's insight:Une nouvelle identité a été...
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ll est temps de changer notre modèle de communication
L'étude « Trust in Professions 2014 » de GfK Verein, passée largement inaperçue, mérite pourtant l'attention de tous les pratiquants des...Sircome's insight:L'étude « Trust in Professions 2014 » de...
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