I started writing this article solely from the lens of environmental claims, with the intent of educating brand leaders about the Green Guides.
Read MoreA common dilemma I have is whether to recycle my yogurt containers. I know they are made of a recyclable plastic, and my children constantly urge me to recycle, but it’s not so simple.
Read MoreIn 2016, Keurig launched a recyclable K-Cup pod. Customers were thrilled. Those disposable pods, often the boon of environmentally conscious consumers who love a single cup of coffee, could now be dropped into the recycling bin. An asterisk in small print noted: “Check locally, not recycled in all communities.”
Read MoreI was recently gifted a reusable, insulated travel mug. The box and informational leaflet included numerous claims of “sustainable,” and “eco-friendly.” Excited and curious, I wondered what made it more sustainable. Were the materials sourced differently than traditional travel mugs?
Read More"I'm sorry. It was my fault."
I have come to learn these are among the six most powerful words I can speak as a parent or spouse. Unexpected, disarming, humble, effective, and yet, even with frequent practice, difficult to say.
Read MoreEffective marketing that influences viewers can, on a larger scale, influence culture. Therefore, the way we communicate—the words we use, the images we select, the values we implicitly or explicitly endorse—all have more power than we realize to shape cultural norms.
Read MoreIn the book The Ruthless Elimination of Hurry, John Mark Comer rails on advertising, calling it “a multibillion-dollar industry that is intentionally designed to lie to you – to get you to believe that if you will only buy this or that product then you will be happy. Or at least happier.”
Read MoreThis article series is about messaging: how to do it in a way that is transparent, realistic, and uplifting vs. exaggerated, manipulative, and negative.
Read MoreWhen I applied to my first job as a brand manager, I explained to my brother what the job entailed. He clarified, “So you’re going to manipulate people into buying things they don’t want?”
Read MoreWe are collectively living as though there are 1.7 earths. By 2030 it will be 2 earths. Circularity may be the way forward.
Read MoreFrederick Buechner asked: “At what points do my talents and deep gladness meet the world’s deep need?” This is a great question to pose when searching for personal purpose, but it also applies to brands and companies.
Read MoreWe’ve all heard that customers prefer sustainable products and will pay more for them, but what does the sales data actually tell us? Let’s dive in.
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