How B2B brands can market and monetise sustainability
Alec FennB2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
B2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
It is imperative that marketers and their agencies take a lead on the climate emergency – not just for moral reasons – but for financial ones too.
The telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
The CMA is investigating Unilever’s green credentials over claims it is misleading consumers.
A few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
Research from broadcaster ITV and effectiveness measurement platform System1 reveal significant headroom for environmentally-focused advertising.
Taking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
Bumble’s VP EMEA and APAC marketing Naomi Walkland explains how the female-first dating app kept the brand focused on its core proposition even as it diversified into new products and territories.
England Rugby has launched a long-term brand platform in the hopes of doubling participation in rugby union for girls aged nine to 18.
The world’s largest building society is undertaking its biggest rebrand in almost 40 years. Here’s why 2023 was the moment to do so.
Big brands need to be vocal about the work they do on sustainability, even if there are challenges, in order to encourage progress across the industry, says Primark chief customer officer Michelle McEttrick.
The interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
The broadcaster has shortlisted six brands to win the £1m Diversity in Advertising Award for 2023.
Greenhushing is seeing more brands going dark on their sustainability measures. This isn’t just a moral complication – but a financial one too.