Ad industry comes together to tackle the climate crisis
Molly FlemingThe Advertising Association is launching two climate action groups in a bid to widen the ad industry’s engagement with the issue.
Marketoonist on brand purpose
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The rise of consultancies and peak purpose: Marketing moments of the decade, part III
Sarah VizardFrom the rise of consultancies to Unilever’s $1bn acquisition of Dollar Shave Club and Pepsi’s attempt to derail purpose, here is the final installment of Marketing Week’s moments of the decade.
How Direct Line is proving the link between customer and commercial
Russell ParsonsDirect Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.
Trends 2020: Brands championing activists
Molly FlemingAs focus on the climate emergency intensifies and the role businesses have to play in reaching net-zero emissions rises up the social agenda, an increasing number of brands are calling on activists to hold their sustainability efforts to account.
From the climate crisis to Brexit: Why brands are refusing to play it safe
Matthew ValentineAmid a cultural backdrop of climate emergency, Brexit chaos and fears over gun violence in the US, brands are increasingly deciding to take a stand, rather than play it safe.
Amazon proves consumers are choosing easy over ethical
Harry LangFor all the talk of conscious consumerism, Amazon’s market dominance continues apace despite its low tax bill and its excessive packaging.
Luxury fashion cannot blame the climate crisis on the high street alone
Matt BarkerShortening the fashion industry’s global catwalk calendar would be a trendsetting statement of intent that shows the couture houses are ready to take responsibility for their environmental impact.
Sustainability, wellbeing, hope: The new measures of business success
Ellen HammettAs attitudes change, brands old and new are changing the way they measure corporate success, with non-financial KPIs becoming an increasingly important part of the mix.
How The Guardian turned ’emotional desire’ into financial support
Charlotte RogersThe combination of a clear purpose, editorial commitment and great timing helped The Guardian’s ‘Hope is Power’ campaign become a “huge driver” of financial support worldwide.
Bodyform’s marketing boss on breaking taboos and standing your ground
Charlotte RogersBodyform’s recent campaigns have aimed to tackle the taboos around how women’s bodies are viewed in society, even when it faced bans and backlashes.
Thomas Barta: Marketers will find purpose in their brand’s zone of lies
Charlotte RogersTo embrace a purpose-driven agenda marketers need to understand their company’s failings and then act as change leaders, mobilising the businesses from the top down.
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Carling’s top UK marketer on why purpose is a ‘dangerous word’
Sarah VizardWhile Carling has shifted the focus of its advertising to highlight its communities, rather than talk about men drinking beer down the pub, it hasn’t changed its brand purpose according to its UK marketing director.
Why Mars is making sustainability a business KPI
Molly FlemingMars is tackling climate change through a three-pronged strategy that will target its consumers, suppliers and its own operations.