Corporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.
Brands are taking a more strategic and holistic approach to social and environmental issues, putting pressure on NGOs not to focus on one issue to the exclusion of everything else.
From encouraging employees to take direct action to challenging consumers to ‘Vote the Arseholes Out’, Patagonia says its focus is on addressing the climate emergency not working with influencers or advertising in fashion magazines.
Spanning everything from ride hailing, to food delivery and payments, Singapore-based app Grab has pivoted at speed to respond to the challenges of Covid-19 across southeast Asia.
The pressure marketers and brand leaders face to create value from purpose is growing. But many still struggle to understand how to realise its potential and the role it plays in recovery.
Marketing taboo products can be tricky with communications playing a key role in education, but restrictions can foster greater creativity.
The marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Reckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities.
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
John Lewis chairman Sharon White kicks off a review of the brand purpose in a bid to gain a deeper understanding of the issues motivating customers.
A new study finds eco-conscious consumers are worth $382bn to FMCG brands, with older consumers proving to be the most environmentally active.
The Financial Times is urging its readers to lay the foundations for a fairer form of capitalism post-crisis, as it looks to build on its New Agenda positioning with a focus on responsible leadership.
Sky and Unilever are backing a new initiative encouraging the ad industry to become carbon neutral.
While it may take years for the shock caused by the coronavirus pandemic to wear off, could the UK emerge from the crisis a fairer and kinder society? And if so, can brands drive this change?