Media, Marketing & Communications
Index
Notable News
Business Media, Marketing & Communication Action
Research & Tools
Public Attitudes on Policy (in Government & Legal)
Effective Engagement Tools & Guidance
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Notable News
Business Media, Marketing & Communication Action
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VISA — Announced its first partners for its Recommerce Behavioural Insights Lab, a new initiative running rapid real-world experiments to understand and share how businesses can help consumers actively engage in the transition to a more circular economy and take active steps to live more sustainably. The first two experiments will be run in partnership with fashion brand COS (to explore consumer participation in resale markets) and the United Repair Centre (to investigate barriers stopping consumers from repairing their garments), and will take place in various locations across Europe. The experiments will be open sourced, with key findings available through downloadable playbooks, to help other businesses develop their own circular models. (July 2023)
DCF Pledge for Collaborative Emissions Reduction Action — The Digital Connectivity Forum launched a pledge for collaborative action to reduce greenhouse gas emissions (GHG) from the telecommunications value chain. To make the greatest collective impact, participants agreed to focus on four types of Scope 3 emissions: purchased goods & services, capital goods, end-of-use of sold products, and downstream leased assets. The pledge was signed by twelve of the largest connectivity providers in the UK, including Sky of CEF Member Comcast NBCUniversal. DCF’s Climate & Sustainability Work Group will provide a platform for the facilitation of this collaboration. (July 2023)
Clean Mobil Power Initiative — CEF members Netflix and The Walt Disney Company, along with RMI and climate tech accelerator Third Derivative, have launched this initiative to identify and deliver cost-competitive, zero-emissions mobile power at scale for the entertainment industry, including developing alternatives to diesel generators. The initiative will bring together representatives from leading production studios with equipment suppliers and cleantech manufacturers. 5-10 “innovative startups” are invited to apply to participate in a clean mobile power accelerator program, with selection in early fall. (June 2023)
L’ORÉAL — Introduced its Product Impact Labeling System in Canada, which provides consumers the environmental and social impact of the company’s products, compared to other L’Oréal products in the same category. The system provides an “Environmental Score” ranging from A to E by considering 14 “planetary impact factors.” The system was launched in France in 2020 and in the US in 2022. (April 2023)
Advocacy organization Global Citizen and global brand development platform Authentic Brands Group (which generates approximately $25 billion in annual retail sales) announced a four-year partnership to empower brand audiences to join Global Citizen’s mission to end extreme poverty. The partnership will include the creation of an exclusive brand mark for consumer products, marketing activations, donation programs, and more. Beginning in late 2023, key brands within Authentic’s portfolio, such as Reebok and Nautica, plan to participate in co-branded programs that encourage consumers to join Global Citizen’s movement to “End Extreme Poverty NOW!” (Feb 2023)
DELOITTE
—
Announced it plans to include a sustainable delivery clause (“Clause Zero”) in client engagement letters and contracts this year to incorporate sustainability into every project.
The clause will encourage and support Deloitte and its clients to deliver projects in a more sustainable way, such as using online meetings and tools to replace travel. (Jan 2023)
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L’OREAL — Introduced its Product Impact Labeling system in the U.S., providing consumers with information on the relative environmental impact of their product compared to other L'Oréal products in the same category. The system ranks products from A to E by considering 14 planetary impact factors.
ALIBABA — Launched “88 Carbon Account,” a new carbon ledger that promotes greener lifestyles by rewarding consumers for making sustainable consumption choices. Consumers earn points for making greener purchases, such as energy-efficient appliances, using public transit, or selling unused goods on Alibaba’s secondhand digital marketplace. Points can then be redeemed for digital badges and discounts on Alibaba e-commerce platforms. This effort will help Alibaba reach its goal of reducing carbon emissions by 1.5 gigatons by 2035 across its digital ecosystem. (Aug 2022)
GENERAL MOTORS — Launched a new website, EV Live, through which anyone can schedule live, one-on-one tutorial/Q&A sessions with trained EV specialists to get information about the EV ownership experience. The automaker hopes the convenience and quality of the service will help potential EV owners overcome doubts or knowledge gaps about the technology and its potential effects on their lifestyle, home infrastructure, and finances. The service is also available to business owners interested in electrifying their fleets. (Aug 2021)
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Good Energy, a Hollywood consultancy, released “Good Energy - A Playbook for Screenwriting in the Age of Climate Change” to “increase the visibility of the climate crisis in scripted television and film.” Only 2.8% of 37,453 scripts between 2016 to 2020 mentioned climate change keywords, according to a Good Energy study. The Playbook wants to raise that number to 50% by 2025. (April 2022)
PINTEREST — Introduced a new policy stating that it will remove content and reject ads that contain false or misleading messages related to climate change. Decisions will be made based on whether the material contradicts or is designed to erode public trust in established scientific consensus on climate change, including its role in natural disasters. (April 2022)
List of Business Media, Marketing & Communications Action, 2021 (PDF)
Research & Tools
Corporate Trends
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A turning tide in greenwashing? Exploring the first decline in six years (RepRisk) — Cases in greenwashing declined 12%, however high-risk incidents grew by over 30% in 2023-2024, according to this analysis of greenwashing trends. Over that year-long period (July to June), 1,841 incidents of misleading communication were recorded, of which 56% were linked to environmental issues (for a total of 1,038 greenwashing incidences). 30% of companies linked to greenwashing in 2022-2023 were also flagged in 2023-2024 and 70% of the companies associated with greenwashing were private (and 30% public). The U.S. saw an increase in companies linked to greenwashing of just under 6% (after a 10% decrease the previous year), with high-severity incidents jumping 114%. The EU saw a decline in cases of 20%, but this comes after increases of 42% the previous year and 85% the year before that (2021-2022). New regulations in the EU, such as the Green Claims Directive, are likely to have contributed to the decline. The Oil & Gas sector was most frequently associated with greenwashing in 2023-2024, representing 14% of incidents. The Food & Beverage sector was second at 13%. (Oct 2024)
On the rise: navigating the wave of greenwashing and social washing (RepRisk) — 25% of climate-related ESG risk incidents globally were tied to greenwashing, an increase from 20% found in RepRisk’s 2022 report. The Banks and Financial Services sectors saw a 70% increase in the number of climate-related greenwashing incidents in the past year, compared to the year prior. The report found that over the past year, 1,850 companies were linked to a risk incident involving “Misleading communication,” with 1,160 (63%) associated with the issue for the first time. This year’s report also included “social washing,” such as poor employment conditions or human rights abuses (which, as the largest two categories, made up 24% and 23% of total social washing incidents respectively). Social washing incidents increased 15% over the past year. 18% of companies linked to greenwashing in the period from September 2018 to September 2023 were also linked to social washing, while 55% of the greenwashing risk incidents over that time period had a social element. (Oct 2023)
J.D. Power 2023 Sustainability Index (J.D. Power) — In the U.S., while 82% of electric utility customers are served by a utility with a stated carbon-reduction target, only 19% of customers are aware of those targets, and just 26% believe U.S. utilities will ever achieve the goal of 100% clean energy. This assessment, based on customer awareness, engagement, and advocacy for their local utility’s climate initiatives, looked at 35 of the largest U.S. electric utility companies and cities, and surveyed over 70,000 utility customers. No utility scored higher than a 35 (out of 100), and the lowest score was 21, with an average of 28, unchanged from the 2022 index. Those customers believing a lot can be done to reduce climate change fell to 37.3% this year from 40.3% in 2020. (Aug 2023)
Sustainability Gap Index: Greenwashing vs. Greenhushing (Brand Finance) — This Sustainability Perceptions Index assesses the gap between perceptions of companies’ sustainability activities and their actual performance. This dataset includes the top 250 companies that have positive gaps, meaning they are performing better than they are communicating their sustainability activities. The report also includes one company, Tesla, that has a negative gap, meaning it is perceived better than it is performing, which threatens its brand. Companies that have a positive gap, the report argues, would benefit from better communicating their sustainability efforts, especially in certain sectors (like luxury automobiles, soft drinks, and supermarkets), where sustainability is particularly valued by consumers. (June 2023)
The US Corporate Response to Recent Supreme Court Decisions (The Conference Board) — Reveals survey results from 300 US public, private, and nonprofit corporations about their public and internal responses to hot-button social and political issues since January 2020. The survey was sent following two recent controversial Supreme Court decisions on a) gun regulation (New York State Rifle and Pistol Ass’n v. Bruen (“Bruen”)), which overturned NY state’s law restricting concealed carry); and b) women’s reproductive rights (Dobbs v. Jackson Women’s Health Organization (“Dobbs”)), which overturned the constitutionally protected right to abortion services). Among the survey’s findings (July 2022):
- The three issues on which the most companies have made public statements are racial equality (61%), LBGTQ+ rights (44%), and vaccinations/other COVID-related issues (40%).
- The three issues on which the fewest companies have made public statements are economic equality (15%), gun safety (12%), and immigration (6%).
- Only 10% of companies have made, or plan to make, a public statement about abortion in the wake of the Supreme Court's decision overturning Roe v. Wade. By contrast 51% of companies have either made or plan to address the issue internally.
- Most pressure to issue statements about the Supreme Court’s Breun and Dobbsdecisions came from individual staff (78%) or employee resource groups (55%). Only 12% of companies reported pressure from customers.
Will Corporations Deliver Value to All Stakeholders?
(Lucian Bebchuk, Roberto Tallarita) — Analyzes
how the 136 public US companies that signed the 2019 Business Roundtable
“Statement on the Purpose of a Corporation” are delivering value
based on the commitment. Their findings “support the view that the
BRT Statement was mostly for show and that BRT Companies joining it did not intend or expect it to bring about any material changes in how they treat stakeholders.” (Aug 2021)
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Bloomberg Green reported on preliminary findings of the “GreenWatch group,” which uses AI and machine learning to help the financial services sector identify and quantify greenwashing. Early findings from a comparison of 700 global companies’ sustainability claims show (Aug 2021):
- 95% of statements by telecommunications and media companies had a high likelihood of greenwashing
- Over 80% of industrial, consumer-discretionary, and materials sectors had a high likelihood of greenwashing
- Less than 50% of statements by energy companies had a likelihood of greenwashing
- 84% of statements by Japanese corporations had a high likelihood of greenwashing—the highest percentage globally
- Nearly 75% of statements by U.S. corporations had a high likelihood of greenwashing
40% of green claims made online by businesses may be misleading consumers and potentially breaking consumer laws, according to a coordinated global review of randomly selected websites by the International Consumer Protection Enforcement Network (ICPEN). Misleading tactics found include: (February 2021)
- Vague claims and unclear language, including “eco” or “sustainable” or reference to “natural products” without adequate explanation or evidence
- Own brand eco logos and labels not associated with an accredited organization
- Hiding or omitting certain information, such as a product’s pollution levels
Consumer Attitudes and Trends
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Climate change was 21% behind the top global concern of conflict in the 2025 Global Consumer Awareness Survey, conducted by Ipsos for the Forest Stewardship Council. In this survey of over 40,000 respondents across 50 countries, 52% selected war, conflict, and terrorism as a Top 3 most worrying issue, 45% selected disease/health issues, 44% selected economic hardship, and 31% selected climate change. 9% selected deforestation as a Top 3 worry. Of the Top 3 forestry issues, 34% selected deforestation, after loss of plant and animal species (36%), and climate impacts on forests (35%). (Nov 2025)
More Americans are more concerned about the environmental impacts of AI (41%) than meat production (29%) or air travel (23%), according to a new poll of 3,154 U.S. adults. Other findings: less than a quarter of Americans support the roll back of environmental rules and global climate agreements; more than half say expanding clean energy is important; and 56% say companies should pay a carbon tax. (Oct 2025)
A world in balance 2025 (Capgemini Research Institute) — Reviews sustainability strategy, execution and impact, based on surveys of 2,146 senior executives and 6,566 consumers. Findings include (Sept 2025):
- 82% of companies plan to increase environmental sustainability investments and 92% are holding firm on net zero timelines. However, only 21% have detailed transition plans.
- 67% cite business value creation as a key reason for sustainability investments, and 49% report realizing a positive ROI on their sustainability investments.
- 64% use AI to advance sustainability goals, though only 32% have taken steps to mitigate AI’s environmental impact. The percentage of those who believe AI’s benefits outweigh the environmental costs fell to 57%, from 67% in 2024.
- Executives say sustainability progress is being hindered due to budget constraints (81%), inadequate data and measurement systems (81%), operational silos (79%), and geopolitical tensions (65%).
- While 56% of executives say their company prioritizes climate adaptation, just 38% have upgraded infrastructure, 31% shifted suppliers or production to less vulnerable regions, and 26% redesigned products.
- 62% of consumers believe companies are engaging in greenwashing, up from 52% in 2024 and 33% in 2023.
2025 Gen Z and Millennial Survey (Deloitte) — Surveys 23,482 Gen Z and Millennial respondents across 44 countries, demographics that will make up 74% of the global workforce by 2030. Key ESG takeaways (May 2025):
- 48% of Gen Zs and 47% of Millennials say they and their colleagues have put pressure on their employers to take action on protecting the environment.
- 23% of Gen Zs and 22% of Millennials say they have researched a company’s environmental impact or policies before accepting a job from them.
- 65% of Gen Zs and 63% of Millennials say they are willing to pay more for environmentally sustainable products or services.
- 50% of Gen Zs and 47% of Millennials say they are somewhat or extremely pessimistic that the world will take sufficient steps to protect the environment.
- 65% of Gen Zs and 63% of Millennials say they have felt worried or anxious about the environment in the past month.
- Only 52% of Gen Zs and 58% of Millennials rate their mental well-being as good or very good. 40% of Gen Zs and 34% of Millennials say they feel stressed or anxious all or most of the time.
- 89% of Gen Zs and 92% of Millennials believe a sense of purpose is important to job satisfaction, and 44% of Gen Zs and 45% of Millennials said they left a job because it lacked purpose.
A record-high 48% of U.S. adults believe global warming will eventually pose a serious threat to their way of life, according to a Gallup poll taken in March. Other findings (April 2025):
- 37% said they have personally been affected by extreme weather in the past two years.
- 63% believe the effects of global warming have already begun, up from 59% in 2024.
- 41% say the news media generally exaggerates the seriousness of climate change, but 38% believe it underestimates the gravity of the issue.
63% of Americans are worried about global warming and 71% think global warming will harm future generations, according to survey data from the Yale Program on Climate Change Communication. Asked “Who should act?” 68% of respondents said corporations should do more to address global warming, which was higher than for the President (56%), Congress (60%), and local officials (55%). 67% said fossil fuel companies should be required to pay a carbon tax and 66% said the U.S. economy should transition from fossil fuels to clean energy by 2050. (April 2025)
A large majority of Americans across demographic groups (over 80%) said diversity, equity and inclusion (DEI) initiatives have either benefited or had no impact on their careers (as opposed to hindering their careers), according to a new survey by Harris Poll and Axios Vibes. However, 41% surveyed said they support efforts to roll back DEI initiatives. (Jan 2025)
Americans want companies to treat their workers and customers with respect and fairness, according to Just Capital’s annual People’s Priorities Report. Of the 17 key issues evaluated, provides a fair, living wages was ranked #1 (at 11.6%); acts ethically at a leadership level was #2 (10%); supports worker well-being was #3 (at 9.8%); and communicates transparently #4 (7.7%). Prioritizes sustainability was ranked #15 (at 2.9%), and takes action on climate commitments #16 (2.5%). (Dec 2024)
63% of Americans say businesses have an extremely or somewhat positive impact on people’s lives, up from 55% in 2022, according to a new survey by Bentley University and Gallup. Just 41% say businesses should take a public stance on current events, down 7% from 2022. However, 55% are supportive of businesses speaking out on climate change, while 50% think businesses negatively impact the environment. (Aug 2024)
The percentage of Americans who said the planet has probably been warming over the past century declined from 83% in 2020 to 75% in 2024, according to a new survey of 1,000 Americans by Resources for the Future and Stanford University. However, among those who believe in global warming, the proportion of those who are highly certain that global warming is occurring increased from 45% in 1997 to 66% in 2024. Also, while 78% believe that government and business should do at least a moderate amount to deal with climate change, only 51% and 42% (respectively) believe they are actually doing that much, and 67% believe they should do more. (July 2024)
Consumer Insights & Sustainability Benchmark: The Missed Consumer Opportunity (3BL and TriplePundit) — 69% of consumers want more communication from businesses about their sustainability efforts, according to this survey of 1,000 U.S. adults. Only 28% of consumers believe businesses are sufficiently addressing environmental challenges, and 33% sufficiently addressing social issues, while 25% said they stopped doing business with a brand because of its environmental or social behavior. The report explores the missed opportunities for brands to communicate their sustainability impact and offers strategies for effective sustainability communication. This includes developing personalized messaging on various platforms, validating claims with data, avoiding ambiguous terms like “green,” and maximizing transparency. (July 2024)
While still remaining strong, overall support for renewables has declined in the U.S., according to a Pew Research Center survey. While 90% of U.S. adults were in favor of solar and 83% were in favor of wind in May 2020, 78% and 72% were in favor in May 2024 (respectively). (July 2024)
People have shown more concern about environmental issues than socio-economic issues over the past decade, based on a GlobeScan survey of 29,565 individuals across 31 countries and territories. In 2023, 61% of respondents considered environmental issues “very serious” while 53% saw socio-economic issues as “very serious.” (May 2024)
Over 86% of Gen Zers and millennials say that having a sense of purpose is important to their job satisfaction, according to the 2024 Gen Z and Millennial Survey from Deloitte. Notable findings:
- Over 40% of millennials having rejected assignments based on personal beliefs related to environmental impact, inequities, and mental well-being.
- More than half of each group said they research companies’ environmental impact and policies before accepting a job and over 42% of each group have left a job, or plan to, over climate concerns.
- Nearly two-thirds of each group said they would pay more to purchase environmentally sustainable products and services.
The firm surveyed more than 22,800 individuals of the two groups, from 44 countries. (May 2024)
85% of Americans living within three miles of a large-scale solar plant (LSS) have a positive (42.6%) or neutral (42.3%) attitude, according to a survey by Lawrence Berkeley National Laboratory. 42% also support or strongly support additional LSS in their community, vs. 18% who oppose (39% were neutral). Larger LSS (>100 MW) elicit more negative attitudes, while agrivoltaic sites have the highest share of positive attitudes (7:1 positive vs. negative ratio). (April 2024)
The $44 Billion Sustainability Opportunity for Brands (Glow, 3BL, TriplePundit, and Cint) — Reveals that consumers switching brands for sustainability reasons had a $44 billion impact across 12 U.S. industries in 2023, according to this first of its kind analysis of survey data of 3,000 U.S. consumers. While 87% of consumers see responsible business as important and more than 83% see sustainability as a key business concern, this report explores how these sentiments translate into purchase decisions. About a quarter of respondents said they stopped doing business with a brand in 2023 because of its social or environmental behavior — with that number being higher for grocery stores (33%), and pension funds and airlines (both 31%). Sustainability is now the single most important purchase driver for 15% of all consumers. And 58% say social and environmental considerations are more influential today than a year ago. (March 2024)
Consumers want clean energy: How do we close the gap between interest and action? (EY) — 65% of energy consumers know how to start making sustainable energy choices but 70% say they will not spend more time or money doing so, according to this survey of nearly 100,000 residential energy consumers across 21 markets. The report identifies five different types of energy consumers, including champions, enthusiasts, novices, bystanders, and allies. The novices and bystanders, who are most resistant to change, make up 38% of energy consumers. The report also explores how to increase access, affordability, and appeal of the “energy experience.” Only 33% of consumers are confident they can access clean energy solutions; 30% are confident that their energy will remain affordable; and 77% want their energy provider to offer low-cost energy options alongside high-end products and services. (Feb 2024)
72% of Americans think global warming is happening (with 58% understanding that it is mostly human-caused), and 56% worried about extreme weather risks affecting their community over the next 10 years, according to this survey of 1,033 American adults by Yale University and George Mason University researchers. About 10% of Americans report experiencing symptoms of anxiety or depression because of global warming. 65% say they rarely or never discuss global warming with family and friends, and 63% feel a personal sense of responsibility to help reduce global warming. (Jan 2024)
Two-thirds of consumers are aware of the financial benefits of circular practices, particularly repair and second-hand shopping, according to a new survey of 3,000 consumers by payments network Klarna. However, many consumers are not opting for circularity, with only 30% buying second-hand clothing in the previous year, and 71% opting not to repair their mobile phone when it last malfunctioned. (Jan 2024)
Tetra Pak Index 2023: The future of health and nutrition (Tetra Pak) — Surveyed 5,000 consumers in 10 countries on food preferences along health, cost-of-living, sustainability, and technology. Findings include (Jan 2024):
- 70% say health has become more important over the last few years.
- 51% believe that providing healthy food is the responsibility of manufacturers and brands.
- 60% say rising prices will limit access to healthy food, while 65% believe that sustainable eating is more expensive.
- 38% say food waste is a major concern and 63% say they are planning meals more carefully to limit food waste.
- 70% say that healthy products shouldn’t harm the environment.
- 54% believe that by changing their diet they can contribute to a better world.
- 50% say that if a food or drink is not healthy for the individual, it is not sustainable for the planet.
- 46% are worried that innovation in food is not good for them, while 62% believe that technology will play a role in ensuring a more sustainable future.
Consumer Demand
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“2020 Sustainable Market Share Index” (NYU Stern Center for Sustainable Business, July 2020) finds that sustainability-marketed products delivered 54.7% of market growth in consumer packaged goods (CPG) from 2015-2019, while representing 16.1% of the CPG market in dollar sales in 2019—up from 13.7% in 2015. Additional key findings included the following:
- Sustainability-marketed products grew 7.1x faster than products not marketed as sustainable.
- Sustainability-marketed branded products had a significant price premium of 39.5%vs. conventionally-marketed counterparts in 2019—up from 34.2% in 2014.
- The top 5 states in terms of per capita basis spending of sustainability-marketed products are New Hampshire, Maine, Massachusetts, Vermont, and Connecticut; the bottom five are Mississippi, Utah, Texas, Alabama, and Kentucky.
“Sustainable Share Index” (NYU Stern's Center for Sustainable Business, 2019) finds thatsustainability-marketed products delivered 50.1% of market growth in consumer packaged goods (CPG) from 2013-2018, while representing 16.6% of the CPG market in dollar sales in 2018—up from 14.3% in 2013. Additional key findings included the following:
- Across all categories, sustainability-marketed products delivered $113.9B in sales in 2018—a 29% increase from 2013 levels.
- Products marketed as sustainable grew 5.6x faster than conventionally-marketed products, and 3.3x faster than the CPG market.
- Sustainable products have more than 20% category share in many food categories, including cheese, salty snacks, and coffee.
Effective Engagement Tools & Guidance
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CMO-CSO Playbook (Institute for Real Growth (IRG), Ad Net Zero, Ipsos, and Google) — Drawing on insights from 850 senior leaders and 50 interviews, this playbook aims to strengthen collaboration between Chief Marketing Officers (CMOs) and Chief Sustainability Officers (CSOs) to reduce marketing’s environmental footprint and drive sustainable business growth. It explores reducing marketing footprints through green packaging, sustainable production practices, media emissions measurement and procurement rules. It offers immediate steps like mandating carbon calculators for production, training teams on green claims, and integrating emissions into media planning tools. It also provides examples of sustainable marketing in practice. It concludes with a checklist for next steps and a set of recommended resources. (Nov 2025)
CCS Guide on Quality-related Claims (Competition and Consumer Commission of Singapore (CCS)) — Helps guide businesses in making clear and accurate product claims and avoid potential greenwashing. The guide lays out five principles, along with details on how to implement and supporting examples. Principles include: Claims should be: true and accurate; clear and easily understood; meaningful; accompanied by material information; and supportable by evidence. (Oct 2025)
The Global Media Sustainability Framework (Global Alliance for Responsible Media (GARM) and Ad Net Zero) — This first-of-its-kind framework enables advertisers, media owners, and agencies to measure greenhouse gas emissions, with the aim of reducing their carbon impacts. It includes formulas for digital, television, and out of home advertising (with print, audio, and cinema to follow), as well as data request and disclosure forms. It is supported by 30 companies, including CEF members Google, Mastercard, Meta, and Unilever. The next phase will be to establish an efficient system to transfer emissions data between buyers and sellers (with validation of media GHG data). Uptake and adoption will be tracked, with the first results published in Q2 of 2025. (June 2024)
The Low Carbon Lifestyles Wheel: Behaviors, Barriers and Benefits (Futerra and BEworks) — Provides an Action Wheel on low carbon behaviors (across diet, purchases, transportation, and housing), offering ways high emissions households can make lifestyle changes that reduce their greenhouse gas emissions. It is designed to help business leaders and others identify behaviors they can positively influence (i.e. through new products, services, and behavior change campaigns). The report also reframes the concept of the value-action gap, instead suggesting a mix of practical and perceptual barriers (such as price, availability, trust, and agency) that need to be removed so publics can take the actions they say they would like to. It proposes a set of functional, social, and emotional benefits to help close the gap and spark climate-friendly behavior change (such as better health, increased happiness, and stronger relationships). (April 2024)
Google’s Sustainability Marketing Playbook (Google) — In partnership with Drawdown Labs, Google launched an open-source sustainability marketing playbook designed to help marketers use their trade to shape culture, change consumer behavior, and invest marketing budgets sustainably. The playbook provides guidance on 1) How to design marketing that supports change and gives preference to eco-conscious behaviors, providing many examples; 2) How to design sustainable events and experiences, such as minimizing flights, reducing food waste, and minimizing swag; and 3) How to support sustainable creative production, such as minimizing shoots, materials, and food waste. The playbook also includes additional resources and a checklist. (Nov 2023)
Sustainability Sector Index 2023 (Kantar) — Offers five key insights to set brands’ sustainability strategy and activation plans, drawing on 32,000 interviews across 42 sectors in 33 countries. These include: (Oct 2023)
- Plan according to the perceived efforts of your sector, i.e. whether your sector is seen as a leader or laggard. (The report includes a sector ranking.)
- Find your most effective levers of change, tapping your perceived strengths and activating in an area where your sector doesn’t stand out.
- Understand your perception in different countries and engage accordingly.
- Proactively address the issue of greenwashing and social washing.
- Embrace shifting behaviors in your sector, and utilize these to help consumers try, adopt, and champion your sustainable offerings.
Effective Sustainability Communications (NYU Stern Center for Sustainable Business and Edelman) — Finds that while core category claims (e.g. “tastes great”) in brand communications are paramount, sustainability claims can expand brand reach, by 24-33% above category claims alone. The research was carried out in partnership with 9 "iconic" consumer brands. Sustainability claims were the top most appealing claim for two brands, and among the top for the remaining seven. Sustainability claims tied to relevant category claims were most appealing (e.g. “100% sustainably farmed for great taste”). The strongest sustainability claims performed well across a variety of demographics, including gender, political affiliation, household income, education, and urbanicity. The highest performing sustainability claims indicate consumers are ego-centric, responding to messages relevant to their health and world (family, children, local farmers and sourcing), while claims based on scientific causes, certifications, traceability, and packaging resonated less well. The research finds that tying sustainability to the brand’s “reason for being” is effective and jargon should be avoided. (July 2023)
Climate Visuals (Climate Outreach) — The world's only evidence-based and impact focused climate photography resource.
Eight Principles for Effective and Inviting Climate Communication (Rare, with contributions from Behavioral Insights Team and Potential Energy Coalition) — Provides behavioral science-based guidance for talking or writing about climate action in ways that will resonate with a wide audience. (July 2022)
- Make it about people. Connect climate-related issues to tangible effects on people’s lives.
- Use accessible, conversational language and creative framing.
- Focus on solutions to leave people feeling empowered.
- Meet people where they are in terms of making action requests feel achievable and impactful.
- Make it collective, emphasizing that solving the climate crisis is an all-hands-on deck challenge, that everyone has a meaningful role to play.
- Reinforce the idea that climate action is normal and popular. Most people feel more comfortable joining established, socially accepted movements.
- Feature movement leaders that are highly relatable to the audience—“normal” people enthused about the work. Using celebrities, academics, and other luminaries can create the impression of a high bar for making a difference.
- Focus on commonly shared understandings and implications of climate issues rather than potentially divisive elements. Take a “big tent” approach.
“Words That Work: Effective Language In Sustainability” (Radley Yeldar) identifies what doesn’t work in communicating on sustainability and offers practical principles for improving sustainability writing. The report was informed through interviews with sustainability professionals (from brands that include Unilever, Daimler, and Innocent) and academics in the field and in-depth quantitative analysis of Forbes 50 Most Valuable Brands’ sustainability communications. (March 2021)