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“Together, we can face the world’s biggest challenge and build a better future for people and the planet.” 🎻 This phrase is BORING. Unfortunately, many brands still rely on these overused clichés and jargon in their sustainability communications. We call this “stock sustainability” — a term coined by Radley Yeldar to describe the "buzzword salad" of repeated phrases used as crutches instead of clear, impactful communication. 💬 Now that we understand how to spot greenwash-y language, the real question is — how do we *actually* build credible and effective sustainability marketing strategies? 🎓 I highly recommend taking Creatives for Climate ’s landmark course, “The Greenwash Watch,” featuring insights from experts like Gill Wilson, Alex Weller, Isabel Crabtree-Condor, Ioannis Ioannou, Christian S., Lucy von Sturmer, Chacho Horacio Puebla, Samuel Gosschalk, Anna Öhrling, and Rick Evans. 🔐 Here's something special: they are offering a 50% scholarship for the Greenwash Watch live cohort in September for EU residents — meaning it’s only €275 for four weeks of support and coaching. This is their only cohort for 2024, so don't miss out! Plus, there’s an on-demand free trial version available for all supporting members on the hub. https://lnkd.in/div34Aek 🔗 #greenwashing #climatecommunication #sustainability

Gen Z’s are committed to actively contributing to social and environmental improvement with at least 1 in 2 Gen Z’s stopping to purchase certain products/services because of their impact on the environment or society.  This generation is driving change through their consumer choices as they prioritize brands that align with their values and advocate for sustainable practices.  Brands that embrace transparency, ethical sourcing, and purpose-driven initiatives resonate with Gen Z’s influencing their purchasing decisions.     As this generation continues to shape the market, businesses must adapt to meet their expectations for a better, more sustainable world.    At Kantar, we know what Gen Z's in Africa and the Middle East expect from brands in different sectors on sustainability. Talk to our regional experts Tamara Ojeaga and Astrid Ricketts about our Sustainability Sector Index and discover more in our free report overview 👉 https://loom.ly/DFxZBkU #Sustainability #SustainabilityIndexStudy #BrandAction

Thanks to UCL for the invite to join a workshop as part of the MSc in Business and Sustainability programme! And big thanks to Sebastian Munden and Matt Bourn for delivering a thought-provoking and highly engaging session on Sustainable Advertising. 👏 👏 👏 💡 What the exercises brought to life for me was that nuance often gets lost when we talk about the sustainability transformations businesses are undertaking. Most businesses want to do the right thing - but there's no simple answer to transitioning hard-won, profitable legacy products & services to sustainable ones that people will still buy en masse. This session made us sit, uncomfortably, with the tensions and think through tough questions businesses are asking right now, such as: Should I communicate the sustainable parts of my business if there's still a major portion of my business deemed 'unsustainable.' No easy answers other than to be as honest and humble as you can - sharing openly where you are, acknowledging it's not enough, and being intentional (with the goods to back it up) with where you're going in the future. #behaviourchange #sustainableadvertising #sustainabletransition #businesstransformation #greenwashing #greenhushing Samuel Tang Sebastian Munden Matt Bourn

Exciting News Alert! Our latest research paper on the "Effects of greenwashing on green purchase intention: the mediating role of green skepticism, green brand love and green brand loyalty" is now published! Dive into the findings and implications by clicking the link below:  [Read the full paper here!] (https://lnkd.in/dz52HvkE) Discover how greenwashing impacts consumer behavior and the vital role of green skepticism, green brand love, and green brand loyalty in shaping purchase intentions. Let's delve into the nuances of sustainability marketing together!   My sincere thanks to all co-authors Shymaa Bawaqni, Dr. Rani Shahwan and Firas Alnaser #GreenMarketing #ConsumerBehavior #SustainabilityResearch

🌱 Navigating Sustainability in Marketing: Avoiding Greenwashing and Green Hushing 🌱 Insights from PRS IN VIVO's 4th Group KISS on the Power of Sustainability in Branding In the world of sustainable business, how we market our eco-friendly efforts is just as crucial as the actions themselves. Let's discuss the pitfalls of greenwashing and green hushing to promote authenticity in sustainability marketing! 🔍 Key Topics to Explore: 🌱 Holistic Reporting: How can brands ensure their sustainability messaging reflects their entire environmental impact, not just selective positives like recycling? 🌱 Balancing Information and Regulation: With stricter regulations on green claims, how do we inform without risking backlash? 🌱 Greencocking vs. Green Hushing: Are brands genuinely transparent about their environmental practices, or are they hiding behind selective narratives? 🌱 Sustainability Beyond Strategy: Should sustainability be a core business value rather than a marketing tactic? 📢 Marketers, join us in exploring how to promote genuine environmental actions through transparent and effective marketing. Let's continue the conversation with Ben Branson from Pollen Projects, Mark Shayler from Ape, and host Matt Michaud from PRS IN VIVO below! 👇 🎥 Watch the Full Recording: https://lnkd.in/eWj5HKkh Don't miss out—share this post and tag a friend to spread awareness about the future of packaging innovation! #Sustainability #PackagingInnovation #FMCG

🌿🔍 Exciting News Alert! 📢 Our latest research paper on the "Effects of greenwashing on green purchase intention: the mediating role of green skepticism, green brand love and green brand loyalty" is now published! 📚 Dive into the findings and implications by clicking the link below: 🔗 [Read the full paper here!](https://lnkd.in/dEVMVktE) Discover how greenwashing impacts consumer behavior and the vital role of green skepticism, green brand love, and green brand loyalty in shaping purchase intentions. Let's delve into the nuances of sustainability marketing together! 💚 #GreenMarketing #ConsumerBehavior #SustainabilityResearch

🌍 Why Sustainability Matters for Your Brand in Marketing & Sales🌱 Scroll through the carousel to find out more. 𝟏. 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐁𝐮𝐢𝐥𝐝𝐬 𝐓𝐫𝐮𝐬𝐭 – 87% of consumers prefer brands that prioritize eco-friendly practices. Show your commitment by being transparent about your marketing and sourcing! 🌟 𝟐. 𝐖𝐢𝐝𝐞𝐧 𝐘𝐨𝐮𝐫 𝐑𝐞𝐚𝐜𝐡 – Embrace green marketing to connect with a broader, eco-conscious audience. It's more than a trend; it's the future! 📈 𝟑. 𝐂𝐮𝐭 𝐂𝐨𝐬𝐭𝐬, 𝐒𝐚𝐯𝐞 𝐭𝐡𝐞 𝐏𝐥𝐚𝐧𝐞𝐭 – Switching to digital and using sustainable materials not only helps the environment but also cuts costs! 💰 𝟒. 𝐂𝐨𝐦𝐩𝐥𝐢𝐚𝐧𝐜𝐞 𝐢𝐬 𝐊𝐞𝐲 – Staying compliant with CSR and ESG standards avoids legal issues and aligns with global goals. Lead the way in sustainability! 📏 𝟓. 𝐃𝐫𝐢𝐯𝐞 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 – Sustainability pushes us to innovate, creating unique products and services that set your brand apart. 🚀 👉 Want to learn more? We are hosting an exclusive seminar in November: https://lnkd.in/dcBp5KvP to learn how sustainability can elevate your brand and bring meaningful change. Let's make a difference together! #Sustainability #SustainabilityMarketing #SustainabilitySales #SustainabilityInBusiness #EcoFriendly

Attended a webinar from Kantar on Sustainable Marketing. It reinforced some essential elements for succeeding in this space: 🥇 Firstly, there is definitely a window of opportunity to leverage Sustainable Marketing for building brand equity and gaining a competitive advantage. 🤓 Credibility plays a pivotal role in the success of Sustainable Marketing efforts. The impact of advertising significantly differs when marketing with a sustainability message AND high credibility vs. marketing with a sustainability message BUT with weak credibility. 💲Ads communicating a sustainability message carry more potential to drive brand equity through meaningfulness and difference. This I have seen to be true. ✅ While the rewards of sustainable marketing are promising, it's essential to exercise extra diligence, considering frameworks like the Green Claims Code. 🏤    Sustainability needs to be easier to buy, not just easy to choose. Brands with the strongest sustainability perceptions currently tend to lose to other brands along the path of purchase. On the flip, if you are a brand that is easy to buy but you are not telling your sustainability story, there is an opportunity! These statements came with indices as proofpoints which I would not do justice sharing here - I can say though they were pretty stark. Thanks to the team at Kantar. Now looking forward to attending Mintel's presentation of their Sustainability Consumer report through CISL next month! #sustainablemarketing

📣🌿🌎 Is your CPG or agriculture company doing amazing things for the environment, but not telling the world about it? Does your company try to be a ‘force for good’ by doing things like using sustainable ingredients, reducing environmental footprint, or promoting better agriculture systems? If so, why aren't you telling the world about it? At Green Purse, we believe that your efforts to make a positive impact deserve to be shared and celebrated. By showcasing your commitment to sustainability, responsible sourcing, and community engagement, you can build stronger connections with consumers who prioritize these values. Discover how we're transforming sustainability communications for leading companies: https://lnkd.in/etjuWanV. Work with Green Purse to amplify your message and reach a wider audience by crafting compelling stories that highlight your sustainability initiatives, differentiate your brand, and drive consumer engagement. Schedule a call with me here: https://lnkd.in/eztEX4H. #NaturalProducts #Agriculture #Sustainability #Marketing #Communications #PositiveImpact #ForceForGood

In today's rapidly evolving marketplace, sustainability is a business imperative and there are three key considerations for brands looking to translate their corporate sustainability strategy into actionable brand initiatives:   ❤️ Consumer license to operate: understand the societal role your brand plays. It's essential to align your sustainability efforts with consumer expectations and the values they associate with your brand. 💹 Local market realities: tailor your sustainability initiatives to address the specific needs and challenges of the markets you serve. This ensures your actions are relevant and can drive tangible shared value. ♻ Sector-specific priorities: recognise that different industries face unique sustainability challenges and opportunities. Develop a nuanced approach that reflects the priority platforms of your sector.   By thoughtfully considering these areas, businesses can forge a path that not only supports the planet but also resonates with consumers and differentiates their brand in the marketplace. Let's commit to a future where every brand action reinforces a sustainable vision for society.   At Kantar, we know what your Middle East & African consumers expect on sustainability. Ready to learn more? Talk to Tamara Ojeaga or Astrid Ricketts about our Sustainability Sector Index and discover more in our free report overview here 👉 https://lnkd.in/eFCj4ZWy #Sustainability #BrandAction #CorporateStrategy