Posted by Dale Buss on August 29, 2013 02:41 PM
Patagonia was doing "sustainable" before most companies even knew what that meant. And now the brand is benefiting from an interesting, maybe even unique, sort of synergy that has resulted from its long and clearly authentic embrace of an environmental ethos.
In short, Patagonia lately has been urging its outdoorsy customers to "buy less" and question whether they really need that several-hundred-dollar new parka, even from Patagonia. The messaging has been suggesting they should just repair and keep using the $700 Patagonia parkas they already have instead of buying new ones.
Result? Patagonia's fans and customers are both joining the brand's sustainability cause—and buying more new parkas from Patagonia. Sales increased almost one-third to $543 million last year, which included about nine months of the "Buy Less" marketing, according to Bloomberg Businessweek. And owner and founder Yvon Chouinard has estimated that revenue will continue to grow by about 15 percent a year—no mean achievement for a mature brand.Continue reading...
brands with a cause
Posted by Sheila Shayon on March 22, 2013 12:26 PM
Somewhere, a world exists where more people have access to smartphones than toilets. Oh, wait. That's us.
Today marks the 20th annual World Water Day, observed on March 22 since 1993 when the United Nations General Assembly declared a global effort to improve access to clean water. Today, hundreds of multinational brands, political figures, celebrities and NGO's are offering up innovative ways to participate.
While Americans are drinking more water than ever before, the rest of the world's water crisis is becoming increasingly pressing, making it to the agenda of the 2012 World Economic Forum in Davos. That's when a report ranked water among the top five global factors equal in impact to systemic financial failure and fiscal imbalance, with 2.7 billion people affected by water shortages, compounded by climate change and a global population nearing 8 billion.
Two official meetings—in The Hague, The Netherlands and at the U.N. Headquarters in New York City—are taking place today to facilitate a global conversation on water cooperation, this year's theme, but hundreds of initiatives have launched across the globe in support of the effort.
In keeping with the theme of 2013 being the year of water cooperations, we've found some inspiring examples of the type of public-private partnerships spurring sustainable innovation to address the world's water crisis.Continue reading...
Posted by Mark J. Miller on January 23, 2013 03:58 PM
It’s been slightly more than a year since Coca-Cola failed quite publicly in attempting to help fight climate change — an effort that made plenty of consumers unhappy with the beverage company's embrace of a controversial political cause.
But Coke hasn't backed down, continuing its partnership with the World Wildlife Fund to help keep the Arctic ice intact and protected from melting — and help save its iconic polar bear.
To help the cause, Coke will hand over $4 million to the WWF for its Arctic Home project over the next three years. Further, 300 million Coke products will feature the image of a mother polar bear and her two cubs, according to a press release from the nonprofit Responding to Climate Change.Continue reading...
Posted by Abe Sauer on November 29, 2012 12:14 PM
Looking to boost its profile globally, one city deep in China's interior turned to its most famous resident: The Panda.
Earlier this year, the “Pambassador” campaign was born, a project aimed at reinventing Chengdu as an economically sustainable, friendly city open to the world. Pambassador stunts have managed to spoof the royal family (upsetting a few Brits in the process), dance Gangnam in London, and "go wild" in Hong Kong while racking up over 404,000 fans on Facebook, hundreds of thousands of YouTube views and 60,000 commitments worldwide from people looking to live in Chengdu.Continue reading...
Posted by Dale Buss on May 1, 2012 09:01 AM
Delta Air Lines signs deal to purchase refinery to reduce jet fuel costs.
Facebook urges members to add "organ donor" status in Good Morning America announcement.
Walmart expands conservation program and urban push as pension plans in New York prepare to vote against its board at annual meeting.
Adidas deals with Derrick Rose injury.
Apple and Samsung hope to end bitter litigation.
Avon continues financial slide.
Bank of America plans to cut jobs from its upper ranks.Continue reading...
Posted by Sheila Shayon on March 22, 2012 12:29 PM
Today is the 20th International World Water Day, established by the United Nations in 1993 to focus attention on sustainable management of fresh water resources. Among the messages being promoted this day is the fact that close to one in eight people worldwide will not be able to find or drink one glass of safe water, and twice as many will not have access to the use of toilet (a very real crisis that gets its own global day of awareness every November).
The global water crisis is so pressing that it made the agenda at the recent World Economic Forum in Davos as a new report ranked water among the top five global factors equal in impact to systemic financial failure and fiscal imbalance reports Forbes, and globally, 2.7 billion people are affected by water shortages, compounded by climate change, and a population nearing 8 billion.
The good news, from major brands and businesses to non-profits, is that increasing attention is being paid.Continue reading...
Posted by Shirley Brady on March 1, 2011 11:45 AM
PepsiCo announced it's bringing its Dream Machine interactive recycling bins to Washington, DC — the first city to partner with the brand's conservation program.
The beverage giant is rolling out 363 new Dream Machine bins in the nation's capital, a move that will quadruple the number of recycling bins in the downtown area. The city's DowntownDC Business Improvement District and District Department of Public Works are helping with the DC deployment, joining Waste Management and Keep America Beautiful as corporate partners.
Find out more on the Dream Machine Facebook page — or look for one near you.
lather, rinse, rebrand
Posted by Barry Silverstein on April 15, 2010 01:15 PM
Zimbabwe has many problems, including a wild dog population that's in danger of extinction. But who wants to save an animal with a name like that, or a face that only its mother could love? The rebranding of the once-flourishing species is a great case study for brand marketers. Follow us into the bush as we track the critter's trail as it seeks to shed its bad rap...
Dr. Gregory Rasmussen, a Brit who grew up in Zimbabwe, took a shine to the African canine, which doesn't bark and shares little in common with a modern-day dog. With its habitat under threat and its numbers dwindling, Rasmussen came up with a new name - "painted dogs" - to reposition the mutt and win favor with animal-lovers.Continue reading...