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Behavior Change

The latest developments supporting a shift toward sustainable consumption, as well as specific ways brands are encouraging less wasteful behaviors.

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New Research from Tide, WWF Reveals Keys to Sustainable Behavior Change

New Research from Tide, WWF Reveals Keys to Sustainable Behavior Change

Tide and WWF believe the new insights gathered from their work together on laundry are applicable for all brands seeking to partner with consumers to reduce environmental impacts.

Unilever Study Reveals Influence of Influencers in Sustainable Behavior Change

Dove, Hellmann’s and a team of behavioral scientists examined how brands can leverage and maximize the power of social media influencers to positively impact consumer behavior.

Doconomy, Dreams Technology Merge to Empower Banks to Better Engage Climate-Conscious Customers

Through its acquisition of Dreams Technology, Doconomy becomes the first provider to offer a holistic solution that drives meaningful climate and social impact for the financial services industry.

Cultural Intelligence Unlocks Campaign Strategies to Support Brand-Led Culture Change

By unpacking consumer trends and crafting poignant narratives, today’s brands can create behavior change, shift consumer demand, and drive good growth — resulting in positive market transformation and sustainable culture change.

Anheuser-Busch Brings ‘National Recycling League’ Action to Super Bowl LVII

Every beverage container recycled through gamified reverse vending machines will give fans an instant prize and qualify them to win NFL season tickets.

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Brand-Led Culture Change Key to a Flourishing Future

By prioritizing bold business imperatives and meeting deep human needs, brands can transform themselves into the leaders of a new, regenerative economy. But these initiatives cannot thrive in a closed system of communication.

Will Mill Be a Game-Changing Solution to Home Food Waste?

The Mill system offers a practical, circular solution for reducing home food waste and the resulting, climate-changing greenhouse gases — with minimal effort on the part of users.

Two Years On, Amazon Lead Reflects on Success, Opportunities Within Climate Pledge Friendly Program

Cross-Posted from Marketing and Comms. The retailer’s marketplace for more sustainable products now includes 300,000 products and 20,000 brands vetted through a range of well-known certifications.

Our Innate Psychology Is Fueling the Climate Crisis — Here’s How to Combat It

Cross-Posted from Marketing and Comms. We can’t keep communicating about climate change in ways that feed our evolutionary prejudices and continue kicking the can down the road. We must outsmart our biases using strategic communication tactics so we can take action when it matters — which is now. Here are 3 ways to hack our brains for climate action.

Politics and Purpose: The US Consumer Response to Purpose-Driven Marketing Across the Political Spectrum

Cross-Posted from Marketing and Comms. How does identifying with a certain political party, generation or minority group influence whether consumers think more highly or more disapprovingly of a brand taking on a cause? Here is what we learned.

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New Guide Shows How CMOs Can Mainstream Sustainability by Closing Say-Do Gap for Good

Cross-Posted from Marketing and Comms. BCG and the CMO Sustainability Accelerator — a coalition that includes Sustainable Brands, ANA and Adweek — have developed a practical guide to help brands “bring green to the mainstream” by developing and marketing sustainable choices for all consumers, not just those moved by sustainability claims.

Harnessing the Power of Social Media for Good Delivers Brand Trust and Loyalty While Driving Meaningful Change

Cross-Posted from Marketing and Comms. When done thoughtfully, brands can use social media to champion sustainable living and generate positive outcomes that are favorable to people, the planet and their overall business results.

New Cookbook Showcases Meals That Benefit Both Human and Planetary Health

Cross-Posted from Marketing and Comms. "The Cookbook in Support of the United Nations: For People and Planet" features 75 recipes divided into sections on food systems, biodiversity, sustainable consumption, food and climate change, and food waste — and shares each dish’s carbon footprint.

Purpose-Driven Brands Continue to Encourage More Conscious Consumption Habits in Antidote to Black Friday

As US consumers report more conservative gifting plans due to money worries, alternatives such as Freitag’s S.W.A.P. events and Poshmark’s Secondhand Sunday meet the downshift in enthusiasm for the Black Friday shopping frenzy.

Recycling Isn’t Enough: Our Goal Should Be ‘Uncycling’

Cross-Posted from Waste Not. On a practical level, we simply cannot recycle our way out of the damage that plastic waste is doing to our world, our environment and ourselves. That’s why it's time to consider uncycling — or reducing our use of single-use plastics down to zero.

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2 in 3 People May Be Willing to Halve Their Consumption to Help Save the Planet

68% of people ‘somewhat agree’ they’d reduce their consumption by half to avoid environmental damage and climate change — especially those with worried children at home, according to a new survey. But the gap between aspirations and actions remains wide in all countries.

‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale

COVID reshaped our capacity for collaborative change. We saw that, when people had the right information, they would act accordingly. We must help people understand how to participate in the sustainable economy and what their impact can be. Even more, we must change social norms so that people feel compelled to opt in.

For Sustainable Behavior Change, Brands Must Cut Through the Marketing Noise to the Hearts, Values of Consumers

This week at SB’22 San Diego, over 1K sustainability practitioners have converged to share insights, tools, inspiration and opportunities for collaboration with the goal of building a regenerative future for all. Here, we catch up on the latest insights into enlisting the help of consumers to help brands meet their goals.

Tourism Pledges Expand in Scope, Intention as Industry Reinvents Itself

Cross-Posted from Marketing and Comms. The success of tourism pledges lies with destinations, not travelers; and for any pledge to be effective, it must be used as part of a destination’s wider sustainable tourism strategy, rather than an isolated destination-management intervention.

Influencing the Influencers: How to Unlock Mass Adoption of Sustainable Products

Cross-Posted from Marketing and Comms. We must not only create products that address environmental impact without compromising consumer experience, but also help consumers understand that they don’t compromise when they embrace more sustainable products. How? By influencing our industry’s influencers.

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