Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176
Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.
NEW YORK: The suppliers of leading brands of canned tuna have committed to making their products fully traceable and to avoiding illegal fishing methods, a development the UN has described as "a big achievement".
William Ratcliffe and Chris Coulter, WARC Best Practice, May 2015
This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.
Joseph Clift and Imaad Ahmed, Event Reports, Cannes Lions, June 2013
Creativity will always be more art than science, but numerous presentations at the 2013 Cannes Lions International Festival of Creativity showed that following certain procedures can foster the development of innovative ideas.
This paper argues that economic development will increasingly depend on responsible strategies that account for dwindling resources, in doing so, companies and brands can learn from 'corporate social responsibility (CSR) natives'.
Liz Tinlin, Market Leader, Quarter 2, 2013, pp. 30-32
This article looks at best practice in partnering with a third-party certifier, here defined as an organisation that testifies to a brand's commitment to a good cause and ultimately aims to move the economy towards being more sustainable.