Green Communications

A Clear Mission Can Be Incredibly Powerful: Lessons from Ben & Jerry’s and Seventh Generation

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Ben & Jerry’s co-founder Jerry Greenfield and Vermont governor Peter Shumlin unveil the Food Fight Fudge Brownie flavor in June, developed to support the state’s legal defense over its law to require labeling of bioengineered ingredients. | Image credit: Food Business News

All businesses value consumer and employee loyalty and the opportunity to shape the playing field in which they operate. Mission-driven businesses such as B Corps Seventh Generation and Ben & Jerry’s are finding that having an authentic purpose that resonates with their customers opens the door to exciting approaches to activism that engage their base in powerful ways. The union of company and employee passions not only boosts loyalty but also can lead to successful advocacy for shared causes. Conventional companies seeking to emulate their successes should follow three key steps:

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Also posted in B Corp, Business and Sustainability, Culture and Leadership, Green Consumer, Green Marketing, Leadership & Culture, Organizational Change, Organizational Culture, Sustainable Food, Sustainable Supply Chain, The Hub | Tagged , , , , , , , , | Comments closed

Keep the spotlight on the the true hero – 3 tips for telling your sustainability story.

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It’s tempting enough for brands to want to talk about themselves – even truer when they are doing something good.

In today’s radically transparent social business marketplace, the reputation of a company extends way beyond its marketing to include its supply chain, manufacturing processes, employee treatment and customer engagement.

Likewise, full circle sustainability requires that companies overhaul how they source their ingredients, manufacture and distribute their products, and manage the waste they generate. Both of these realities place higher demands on time-poor executives and entrepreneurs, yet too many fail to recoup the costs of such efforts because they don’t share their sustainability story effectively.

In fact, almost all companies are guilty of three key mistakes that mean these investments of time, money and energy never build their brand or bottom line.

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Four Green Team Tactics That Can Be Readily Adapted To Your Organization

team_green_hatSmall green teams tasked with transforming large corporations, governments, cities, and neighborhoods face some tough challenges. TD Bank’s three-person green team employed a range of strategies to inject sustainability thinking into 27,000 employees dispersed in 1,300 locations. I find four of their tactics very smart and can be readily adapted by green teams everywhere.

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Also posted in Behaviour Change, Business and Sustainability, Case Study, Communication, Culture Change, Employee Engagement, Employee Engagement, Organizational Change, Organizational Culture, The Hub, Thought Leader | Tagged , , , , , , , | Comments closed

Is CSR Branding Becoming “Unsustainable”?

Broken_PromisesWe see the terms “brand” and “sustainability” mentioned together more often today than ever before.   Since brands usually function as the connection between business and people, their role has evolved beyond marketing to also represent corporate social responsibility (CSR) efforts.   But when a corporation’s sustainability commitments become unfulfilled promises, or fail to engender broader support –  the future of a sustainable brand can ultimately become “unsustainable.”

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Sustainability communication requires a rethink: Communication is the last step NOT the first!

When it comes to building brands and driving change, effective communication is a prerequisite. Unsurprisingly then, communications are often the first port of call when it comes to the unique challenges and opportunities that sustainability represents for today’s brands.

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However, emerging cultural, economic and technological trends related to sustainability are forcing brands to think differently about the role of communications in their wider brand ecosystem. As is so often the case, when the game is changing this quickly, a more effective solution requires a redefinition of the problem.

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Also posted in Behaviour Change, Business and Sustainability, Green Marketing, Marketing and Communications, The Hub | Tagged , , , , , , , | Comments closed
  • TSSS EVENT: Sport and Sustainability: A Focus on the 2015 Toronto Pan Am Games (FREE Livestream)

    Pam AM TorontoJoin TSSS on April 1st as our panel explores the power of sport to reach people and communities like nothing else can. Topics to be discussed include: Community Engagement, Sustainable Purchasing, Importance of a Clear Vision, Diversity and Inclusion, Branding and Leaving a Legacy. Learn more
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