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Increased Fears About Environment, but Little Change in Consumer Behavior, According to New National Geographic/GlobeScan Study
A new global analysis finds that concern about environmental problems has increased in most countries surveyed, and that more people now expect global warming will negatively affect them during their lifetime than in 2012.
Tetra Pak VP Khaled Ismail discusses green packaging as a value-add and useful point of differentiation in a competitive market.
With more people saying they're willing to pay more for products and services from socially responsible companies, how can companies communicate that they’re on the same page?
A non-profit organization in Spain created a park to encourage children and their families to recycle.
In order to keep up with a rapidly changing market, it’s crucial for brands to constantly seek new ways to innovate and evolve, not only in messaging, but as a company. In this Insight Brief, top marketers discussed the challenges, opportunities, trends and best practices involved in creating a truly innovative marketing campaign.
Reid Greenberg, director of digital marketing strategy and e-commerce at Seventh Generation, shared insights from Seventh Generation’s success in digital and e-commerce.
Seth Goldman, co-founder, president, and TeaEO of Honest Tea, Inc., shared insights and challenges in maintaining authenticity during Honest Tea’s innovative, mission-driven growth into a top-selling organic bottled tea company as part of The Coca-Cola Company.
New research shows that most North Americans would not select a product with "sustainable" credentials for two key reasons: sustainable products are isolated in separate aisles in US supermarkets, and there is a general lack of knowledge among consumers about the benefits of sustainable production.
Owens-Illinois tapped Nike veteran Saga Shoffner to lead its "Glass Is Life" initiative in 2011. The O-I executive team wanted to build a global movement that would underscore the value of glass and prompt brand managers to align their products with sustainability, health, and quality.
O-I makes most of the world’s glass bottles and jars. But brand managers have been shifting to plastic, destroying O-I’s market share along with the health of our planet. The “Glass Is Life” campaign emerged from a subconscious love for glass to become a global sensation, targeting brand managers and their consumers.
Seth Goldman, president and TeaEO of Honest Tea, discussed how an entrepreneurial team of true believers leveraged innovative brand marketing and a socially-conscious vision to build a national brand.
Organizations running search engine marketing campaigns are charged with the weighty responsibility of providing ROI, sales and other mission-critical business objectives for their clients. We need to be prepared for disruptions.
Venable LLP discusses two recent green marketing settlements from the Federal Trade Commission (FTC) in this advertising alert.
Green products are a huge business. It is estimated that they account for $40 billion in annual U.S. sales. This ANA Insight Brief includes best practices for building a green marketing program. It features case studies from Patagonia, Reckitt-Benckiser, Seventh Generation, and TerraCycle, in addition to information on federal guidelines for green and sustainable marketing.
Venable LLP provides an overview of the Federal Trade Commission (FTC)’s new and improved green guidelines in this article from The Antitrust Source.
International marketing consultancy R3 Worldwide partnered with leading Chinese sustainability consultancy SynTao on this report to provide insight on which brands are the most respected for corporate social responsibility (CSR) in China and how brands can minimize the gap between sustainability performance and CSR brand perception.
Adrianne Ortizo, program manager, residential and small business solutions energy efficiency and demand management programs, Consolidated Edison, Inc., and Mei Shibata, chief strategy officer, ThinkEco, discussed the energy company’s promotion of smart air conditioning technology in New York City.
Vincent Stanley, vice president, marketing, Patagonia Company, discussed how the renowned outdoor clothing and equipment company has led the way in sustainability since its founding.
Jack Neff, business writer and editor, Advertising Age, discussed how consumer interest in green products may be waning.
Joey Bergstein, chief marketing officer, Seventh Generation, discussed how Seventh Generation connected successfully with consumers to become the number on green brand in the U.S. in 2011.