Longevity: The Undervalued Brand Growth Strategy
This is my Coach purse. It recently caught my eye in a photo taken 13 years ago when I noticed it hanging over my shoulder. I had purchased it years before that and have used it nearly every day since
Navigating the Green Guides: Valuable Principles for Marketing Claims
I started writing this article solely from the lens of environmental claims, with the intent of educating brand leaders about the Green Guides.
Life Cycle Thinking: The Best Tool to Help Brand Leaders Master Sustainability
A 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.
Unmasking Greenwashing: How to De-Risk Your Brand
In 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.”
Beyond the Buzzwords: Why Accurate Environmental Claims Matter
I 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?
How to Begin Your Circularity Journey
We are collectively living as though there are 1.7 earths. By 2030 it will be 2 earths. Circularity may be the way forward.
4 Reasons Your Company's "Good" Should be Part of Your Core Business
Frederick 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.
5 Insights Every Brand Should Know about the Sustainable Shopper
We’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.