Fierce Collaboration Among Brands Puts Brands and Consumers Closer to A More Sustainable World
SAN FRANCISCO (June 15, 2021)– Today, Brands for Good, a collaboration of leading global brands working to use their collective influence to help make sustainable lifestyles more attractive, accessible, and rewarding for consumers, marks its second anniversary by unveiling new research, tools and members at its complimentary virtual conference, this year titled Change at the Speed of Culture. The event, designed to examine how brands can influence sustainable behaviors while navigating changes in our society, brings together leaders at global brands who are solving issues in food, packaging, marketing and communications, and other areas of their businesses.
New research from Brands for Good reveals that making sustainable living easier for consumers isn’t just good for the environment, but good for business, with 2-in-3 consumers reporting they’d be more loyal to brands that help them be more sustainable.
When probing further, consumers say that they actively want to live more sustainably, and want brands to help, but there is still a gap to be bridged through marketing and communications. In collaboration with its partners, Brands for Good has developed three new tools to advance the ability of brands to drive sustainable consumer behavior change at scale, starting with communications:
- Ad Sustainability Awareness Platform (ASAP), a new cutting-edge tool developed by Brands for Good and consumer insights experts from Procter & Gamble, PepsiCo, Visa and BlueTriton Brands that measures the power of a campaign to drive action against the Nine Most Impactful Behaviors that consumers can take to live more sustainable lifestyles.
- SB Live Good, an online community and behavior change platform, aims to empower people to adopt more sustainable lifestyles. This innovative platform inspires, tracks, celebrates and shares users’ progress, while providing organizations with unparalleled analytics about their collective userbases’ social and environmental impacts. The platform is designed to inspire behavior change in people based on their self-identified personality archetype, which allows suggested behavior changes to be presented according to their personal values.
- Excellence in Execution guidebooks, designed to inspire breakthrough creative work across a range of marketing areas, kicks off with Digitally Printed Packaging for Good, co-created with HP Graphic Arts. This first guidebook focuses on how digital print technology can be used to drive impactful consumer engagement campaigns through co-creation and personalization.
“Culture eats climate for breakfast. Brands are both culture keepers and culture creators. The brands that can not just meet the moment, but see ahead of it, are the ones who will survive and thrive. Achieving a just climate transition requires us all to re-imagine and deliver a culture of sustainable consumption; where consumers are inspired, educated and empowered, where communities are resilient and inclusive and where biodiversity and natural resources are preserved. At Brands for Good we are equipping brands for the journey ahead.”-Etienne White, VP Brands for Good, Sustainable Brands
Since its founding 2019, Brands for Good has expanded to include many new members, and now counts McCormick & Company, Mastercard and HP Graphic Arts, as partners in addition to Procter & Gamble, BlueTriton Brands (previously Nestlé Waters), Target, PepsiCo, Visa, CVS Health, General Mills, Tetra Pak, Indigo Ag, Bumble Bee Foods and The Clorox Company.
“It is so inspiring to see our global Sustainable Brands community moving from inspiration and learning, to individual brand leadership, and now, with Brands for Good, collective action to drive meaningful systems shift that can enable an economy that aligns with nature. I have high hopes for the future thanks to the level of commitment being taken from brands we work with, with the scale of influence needed to deliver the future we all want here on our planet. ”-KoAnn Skrzyniarz, Founder and CEO, Sustainable Brands
For more information about Brands for Good, visit www.sbbrandsforgood.com.
About the Q2 2021 Research
Quantitative data was collected online within the United States by The Harris Poll in conjunction with
Brands for Good with field dates of May 3 – May 7, 2021. A total of 1,003 respondents completed the
survey. The sample was among the U.S. general public, weighted to be nationally representative, adults
About Brands for Good
Brands for Good is on a mission to make sustainable living easier and more rewarding for people around
the world. It is working with experts on the leading edge of sustainability, innovation and marketing to
harness brand influence to make sustainable lifestyles more attractive, attainable, and enduring.
Convened by Sustainable Brands, Corporate Partners of Brands for Good include Procter & Gamble,
BlueTriton Brands (previously Nestlé Waters), Target, PepsiCo, Visa, CVS Health, McCormick & Company,
General Mills, Tetra Pak, Indigo Ag, HP Graphic Arts, Bumble Bee Foods, The Clorox Company,
Mastercard, and Johnson & Johnson Consumer Health. Contributing Partners include WeSpire, Futerra,
Porter Novelli, and The Guardian. Visit www.sbbrandsforgood.com for more information or to join the
About Sustainable Brands
Sustainable Brands is the premier global community of brand innovators who are shaping the future of
commerce worldwide. Since 2006, our goal has been to inspire, engage, and equip business leaders and
practitioners who see social and environmental challenges as an essential driver of brand innovation,
value creation, and positive impact. We believe that – 1. Brands are uniquely positioned to align business
and society on the path to a flourishing future; 2. Those brands that embrace this challenge will prosper
in the 21st century; 3. Accomplishing this challenge requires a new way of seeing the world – along with
a new set of skills, tools, and collaborators. For more information visit SustainableBrands.com.