Brands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
Marketers can no longer afford to put sustainability on the backburner. That includes selecting media that fully reflects their commitment to CSR. But how can they set aside misconceptions to ensure they’re making the right choice?
Legacy brands can be sustainable too – indeed the biggest companies can make the biggest difference – but it requires focus on credible, relevant changes.
Marketers have a responsibility to integrate sustainable thinking across their whole discipline, acknowledging and reducing the carbon footprint of digital activity.
Consumers are demanding that brands become more sustainable, including in their marketing activities. The technology that can make this happen already exists and is evolving fast.
Marketing ethics is an increasingly complex and risk-strewn area, which makes it more important than ever for marketers to be well versed in its principles.
Brands need to encourage better – not more – consumption, if they are to have a place in a sustainable future for our planet and society.
Marketers are less advanced on sustainability than their businesses as a whole, so with the backing of brands including Diageo, Mastercard, Tesco and Unilever, the WFA has launched Planet Pledge to help bridge the gap.
Notpla has been working with brands including JustEat, Unilever and Lucozade and believes it will compete directly with plastic in a few years.
Unilever’s CEO Alan Jope is calling on activists to pressure the company to be better on climate and social issues after reports criticised the FMCG giant’s plastics progress.
The soft drink giant’s CEO James Quincey is encouraging a two-pronged approach to sustainable packaging that includes both zero waste and reducing companies’ carbon emissions.
Waitrose is running its “most prominent and impactful” CSR campaign to-date as it looks to address rising customer concerns about plastic and food waste.
Iceland, Evian, Diageo and Coca-Cola have all committed to reducing plastic waste but brands need to ensure that the PR opportunity is backed up long-term commitments.
Coke plans to collect and recycle all its packaging by 2030 as it admits all companies have a responsibility to help solve the world’s packaging problem.
As new research shows SMEs struggle to implement sustainability into their business strategy, M&S’ sustainability manager Jo Daniels explains how businesses can do so successfully.