Today’s pressing social and environmental crises necessitate corporate action. Climate change, public health problems, poverty alleviation and other major challenges are too big for non-profits, governments and philanthropists to tackle alone. Consumers are also looking to support brands that actively build a better world. While every company should champion social impact to build a better […]
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Much of the country looks to the Super Bowl each year not just as the pinnacle of the football season, but also as the high point in advertising. Given the costs associated with buying a Super Bowl ad, a tradition has been long established where brands apply their top creativity and resources to create an ad that will resonate with the millions of viewers.
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When it comes to sustainability messaging, companies are often faced with the challenge of keeping communications authentic, on-brand, and relevant to the consumer. The 7 nominees for The Ethical Corporation’s 2017 Responsible Business Awards, in the Sustainability Communications category, offer valuable insight for brands looking to share their social and environmental message with the world. Here […]
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Consumers continuously show their support for companies using business to build a better world and, advertising is following suit by sharing the stories behind branded social impact. Not only is meaningful storytelling essential to an emotional connection with conscious consumers, it is also essential to amplifying brand awareness, building consumer goodwill, and scaling your […]
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Corporate purpose is becoming ever more commonplace as brands across industries are investing in social good marketing. Yet not all purpose-driven campaigns yield the desired results. While it’s encouraging that companies are heeding consumer demand for a better world, it’s important to avoid “purpose washing” that can quickly lead to consumer backlash. Last week the […]
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At this year’s Super Bowl, Budweiser aired a commercial called “Born the Hard Way” that not only showcased its longstanding history of crafting beer in America, but also prompted discussion about cultural issues larger than the industry or brand itself. The short film highlighted co-founder Adolphus Busch’s journey to America and how he first received unwelcoming […]
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