Dominick Fils-Aimé

Current trends in fashion consumption and production cannot be maintained if the industry wants to reduce its carbon footprint. The manufacturing and logistic practices of clothing brands and their supply chain partners have environmental implications that amount to four percent of global emissions.

A recent survey conducted by Ascend2 found that data and investing in technology are major focuses to help B2B marketers navigate an uncertain economy. The study found that 78 percent of large B2B marketing organizations experienced a growth of 10 percent or more in 2022 through a heavier reliance on digital channels and renewed spending from clients ready to move past the pandemic.

To foster inclusivity and representation across the fitness industry among people with disabilities, the personal care brand Degree created the #TrainersforHire platform. The B2 Award-winning platform provides fitness brands with a repository of qualified differently abled trainers and educational resources to make fitness centers more accessible.

In his presentation at the ANA’s 2022 Masters of Marketing Conference, Marc Pritchard, chief brand officer at The Procter & Gamble Company, declared that the greatest opportunity for business growth is engaging multicultural segments, a market that has over $5 trillion of buying power.

Brand purpose plays a significant role in influencing the purchasing decisions of consumers, particularly gen z and millennials. This younger cohort is looking for brands to be authentic and use their platforms to drive change, and impact communities, movements, and policy.

Many companies have responded with initiatives that empower women to advocate for and continue to have access to safe abortions. These efforts include an expansion of travel benefits, work relocation programs, and advocacy related investments.

Many brands use Black History Month as an opportunity to highlight black creators, and celebrate black culture. However, some brands miss the mark by launching campaigns that lack cultural sensitivity, authenticity, and genuine effort and only appear to pander to Black people.

The venerable Toys for Tots program, run by the United States Marine Corps Reserve since 1947, launched an initiative with the Marine Toys for Tots Foundation to provide toys, books, and other gifts to Afghan children who have been granted asylum in the U.S. The aim is to offer some comfort and hope to these young refugees as they adjust to their new lives.

A marriage of entertainment and e-commerce, livestream shopping is engaging and fast-gaining in popularity. ANA magazine reached out to Ali Fazal, VP of marketing at influencer marketing platform GRIN, to learn more about how brands can get in on the trend.

At a time when people are feeling vulnerable, brands are shifting their marketing communication in ways to better support customers. Maintaining an empathetic brand voice in communications is critical in creating emotional connections with consumers during these challenging times.

As the COVID-19 pandemic continues to affect the lives of people around the world, some brands are standing out by adapting to the times. Here’s how CVS Health and Comcast are making a difference for their customers and driving brand affinity.