A deeply rooted tenant of cause marketing is that when given a choice between two brands of similar price and quality, consumers will switch brands to one that is associated with a good cause. In fact, our 2017 Cone Communications CSR Study found nearly nine-in-10 (89%) would make that switch, steadily rising from 66 percent of consumers in 1993. And many brands over the years have harnessed this key learning – from (RED)’s many partners to TOMS buy-one, give-one approach.
Around the country, millions of people tuned in to watch Super Bowl LIII, a day not only for the competition between two franchises, but also a time when brands pull out all the stops for advertising campaigns. In fact, 17.7 percent of adults watching the game say the ads are their favorite part of the Super Bowl. And like Super Bowls of the past, some of the standout ads from this weekend’s game did more than just promote the latest product.
If residential solar photovoltaics (PV) were adopted more widely in the United States, they could significantly reduce greenhouse gas emissions. But consumers balk at high up-front costs, even if energy savings would later offset those costs. A group of researchers led by former Erb Research Fellow Kimberly Wolske set out to study how different framing strategies affect PV’s appeal.
How can the “sustainable consumption” movement mainstream itself by becoming more accessible and thus inclusive and diverse? This year, I had the privilege of co-organizing the Erb Institute’s first-ever diversity, equity and inclusion panel, alongside fellow Erb student Kathy Tian. Knowing that retailers and marketers alike still see sustainable consumers as a niche consumer segment, our panelists proposed two solutions to mainstream sustainable consumption.
Target and ADM share new commitments to protect freshwater resources
October 18, 2018 /3BL Media/ - Ceres and World Wildlife Fund (WWF) announce the addition of Target (NYSE: TGT), a general merchandise retailer that serves guests at more than 1,800 stores, and Archer Daniels Midland Company (NYSE: ADM), one of the world’s largest agricultural processors and food ingredient providers, to the AgWater Challenge. The two companies’ new water stewardship commitments were shared today at the Financial Times Water Summit in London.
Today, reporting on corporate responsibility continues to rise, with 85 percent of companies in the S&P 500 Index publishing reports. To stand out from the sea of reports, leading companies are innovating new ways to communicate progress and increase transparency. As reporting season comes to a close in 2018, here are four ways leaders are standing out:
MEMPHIS, August 13, 2018 / 3BL Media / - Think Inspired (TI) is an Integrated Marketing Services company that specializes in multicultural marketing. TI has offices in Memphis and New York City. The company was founded in 2013 by Christopher Lee and Danilo Cummings.
One of the most rewarding things about working for Avery Dennison is being part of a company that has, for over eight decades, created many of the label and packaging industry’s landmark innovations. To be sure, our inventiveness has been driven by a love of materials science that started with Stan Avery and persists to this day. But it also stems from our equally longstanding commitment to anticipating and meeting our customers’ needs.
A project to help marketers make sustainable living desirable to the masses.
For decades we’ve been pushing sustainability on consumers. Despite our best efforts, it’s still not widely embraced in mainstream culture. And yet, we also know the tremendous power of brands to inspire our aspirations, shape our behaviors and mobilize action at scale.