Branding for Good: Issue 44

15 Jan 2016|Leslie Pascaud

As the year winds up, we would love to hear any comments you have on how to evolve the conversation in 2016. Please drop us a line at brandingforgood@added-value.com

Climate Change : The Slow but Steady Shift From Rhetoric to Action
This month focuses on Cop 21. While developing nations are generally pleased with the outcome of the conference and resulting treaty, environmental activists and some of the emerging nations most threatened by climate change are grieving the lost opportunity for a more ambitious plan. A bright spot nonetheless is the growing pool of leading edge businesses that continue to step up and show the way. Click here to read more…

Social Good Innovations
From the most local of weather reports to methane-eating bioplastics, click here to discover five intriguing social good innovations…

Purpose Driven Brands
Lego invests in sustainable building blocks
Lego Group announces a $145 million dollar investment in the development of new sustainable materials for the Lego elements. While the brand has already substantially reduced their packaging impacts, finding alternatives to the materials used to make every LEGO piece (more than 60 billion were made in 2014 alone) is quite the challenge. More than 100 people are expected to be recruited in the coming years to work at the newly established LEGO Sustainable Materials Centre. Click here to read more…

LOVE IS $4.1 million ON with Revlon
This fall, Revlon launched a $1 million challenge in partnership with Crowdrise, the innovative fund raising platform created by Ed Norton. By incentivizing over 100 Women’s Health Charities to compete for a $1 million prize, the initiative generated over$4 million in donations. According to Revlon Chairman Ronald Perelman, “this marks an exciting new model of fundraising for these important organizations that allows Revlon to have a bigger effect on the leading health issues facing women today.” Click here to read more…

Ben & Jerry’s Save our Swirled flavor promotes climate justice
The famous ice cream brand created the Save our Swirled flavor in partnership with Avaaz. The aim was to gather support from millions of citizens around the world in calling on world leaders and the United Nations to tackle climate change at the COP21 summit in Paris. Avaaz collected over 3 million petition signatures, urging international leaders to work towards 100% Clean Energy by 2050. Click here for more…

Tesco trialing free fruit
Supermarket Tesco is testing an initiative to offer free fruit to children. The supermarket, which is fighting heavy competition from discounters and the popularity of online shopping, will place boxes of apples, bananas and oranges near store entrances for parents to give to their kids. The principle is to feed hungry kids while their parents shop as well as to help them to get their “all-important five a day” (referring to the national initiative to get kids to eat five portions of fruit or vegetable a day). A similar initiative at Woolworths in Australia has been launched in more than 900 stores. Click here for more…

L’Oréal gets naked
As part of an innovative no-packaging strategy, L’Oréal is removing blister packs from its L’Oréal Paris and Maybelline products. The aim is to reduce their environmental impact without affecting consumers’ shopping experience. Consumer surveys have revealed that packaging-free make-up enables better colour perception — a key factor in make-up purchases — and improves the superstore shopping experience. The Group’s objective for the end of 2016 is a reduction of 11 tons of plastic and 40 tons of cardboard, with an ultimate aim of rolling out the concept to all French superstores in the coming years. Click here to discover more…

Written by Leslie Pascaud

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