PepsiCo on why sustainability initiatives don’t need to be ‘perfect’
Niamh CarrollConsumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
Consumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
Brands can’t pay lip service to sustainability, they must back up their creative with planet-friendly behaviours, the newly launched agency Morpho believes.
Deciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Brands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
Marketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
Two months on from weathering ‘greenwashing’ claims, Innocent wants to devise a common framework for communicating about sustainability to ensure brands aren’t fearful speaking out.
Business decisions might seem logically and rationally driven, but for smaller businesses these decisions are “actually very emotional”, Sage CMO Cath Keers says.
Unilever-owned brands including Ben & Jerry’s and Magnum will no longer target children or gather their data in any of its markets.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
CMO Raja Rajamannar argues there is a difference between ‘brand purpose’ and ’cause marketing’, as he outlines the “roadmaps” Mastercard has built towards its own north star.
Brands have a duty to educate their customers honestly and transparently on the changes needed to tackle the climate crisis, said Volvo’s consumer director.
The transgender model and activist believes brands can learn a lot from her experience with L’Oréal, warning their diversity and inclusion efforts will become “tokenistic and stale” if they aren’t “plugged into reality”.
For a repositioning to succeed, it’s crucial to take the project “out of the marketing bubble” and engage the wider business, says Boots CMO Pete Markey.
A culture of kindness, operating with two golden rules and celebrating failure are the secrets to retail survival, says CEO James Timpson.