Marketing Procurement iQ’s Post

🌿 Managing sustainability claims in advertising 🌿 In a world increasingly concerned about environmental and social responsibility, sustainability claims have become increasingly important for attracting and retaining socially conscious customers. However, with the rapid changes in both underlying facts and regulatory approaches to such claims, identifying and properly managing such sustainability claims in digital marketing is becoming an increasingly important challenge for organisations to stay on top of to avoid regulatory scrutiny and negative customer sentiment. In this article, we explore approaches to identifying sustainability claims, common causes of risk associated with such claims, and how technology can help organisations better manage their marketing compliance across their entire digital presence. Read the full article here: https://lnkd.in/gnbZ-UJb

💲💲💲BUY BUY BUY 💲💲💲 The main purpose of ads is to increase general goods consumption. Honestly - I don't like it. As a society - we tend to buy stuff we don't need. 📱 New phone - because it has an additional camera or has a better design. 💻 New PC - because it has an updated processor. 💦 Bottled water - coz it's convenient. F* it. I like to think that marketing is rather a way to reach people who NEED A PARTICULAR GOOD and not a way to create a demand. I believe that B2B relationships should be based on win-win strategy. Maybe the same may apply to marketing-world relationship? I'd love to have a feeling (maybe to boost my ego - I don't know 🤷♂️) that with my actions, I've changed sth. I don't want to be eco-lunatic here and point you out how you should live and what choices to make! 😀 I always thought CSR is "just another part of marketing" made out by big corp. It might still be true - I can't deny it. But - on the other hand - maybe good steps towards more sustainable actions are worth sharing? 🤔 Said that - I've recently come across Sarah Sanderson-Smith and Footprint Digital from Essex - they've made a pledge "to be 100% regenerative". (It's not sponsored and it's not a reflink 🤣). Anyway - it got me thinking that might be a path for more sustainable marketing. Love that idea ❤️ . So - mark my word - by the end of 2024 - together with MTA Digital we'll plant 100 trees (not much - I know 🤷♂️ - but we have to start somehow, right?).

🌍 Exciting Trends for Chief Marketing Officers in 2024: Social Impact & Beyond 🚀 In an insightful article by Emily Kane Miller for Zenger News, the evolving landscape of marketing leadership is explored with a focus on the critical role of social impact. As we step into 2024, Chief Marketing Officers (CMOs) are increasingly navigating through a myriad of social impact trends that are reshaping the way companies operate and market themselves. 🌿 Cooperation Over Competition: A standout trend is the rise of collaborative efforts for social good. The Footwear Collective, featuring brands like Brooks and New Balance, exemplifies this by joining forces for environmental sustainability. This approach isn’t limited to competitors; partnerships between for-profits and nonprofits are also flourishing, as seen with the World Surf League’s One Ocean initiative. ♻️ Retail Circularity: Another key trend is the shift from recycling to retail circularity. Companies like Poshmark are leading the way in re-commerce, offering customers the opportunity to buy back and resell merchandise, thereby reducing the need for new materials and contributing to a more sustainable business model. 📈 Stricter Regulation: The Corporate Sustainability Reporting Directive (CSRD) introduced by the European Union is just the beginning. These regulations are compelling companies to track and disclose sustainability metrics, integrating social impact data into their overall business strategies. 💡 Impact Investing & Ethical AI Utilization: The trends extend to impact investing, where there’s a growing emphasis on meaningful allocations and outcomes, and the use of AI in creating fairer hiring processes, as demonstrated by Unilever. 🔍 The full article provides a deeper dive into these trends and more, highlighting how they will not only challenge but also enrich the role of CMOs in 2024. It’s a must-read for marketing professionals looking to stay ahead in an increasingly socially-conscious business world. Read the full article here: [Zenger News - Social Impact Trends That Will Affect CMOs in 2024] #SocialImpact #MarketingTrends2024 #CMOLeadership #Sustainability #AI #CorporateResponsibility #InnovationInMarketing https://lnkd.in/gJ4aajQW

It's crucial to stay on top of trends that will help drive more value from marketing activity while also keeping costs in check. Brands will forcibly have no choice but to create/ produce what they need, as sustainability will be imperative among other production trends predicted. Learn more at https://lnkd.in/es_bKrem

What a time to be alive. As the challenges facing our planet become dramatically apparent, #sustainability focused brands are presented with a once-in-a-millennium opportunity. Our existence may be worrisome, but it certainly isn’t boring. It seems to me that most brands are transitioning from ‘sustainable appearances’ to ‘sustainable practices’. While that’s a huge positive, meaning good and even doing good is usually not enough!   If brands want to: 🔋 Energize their audiences to go an extra-mile for the needs of the planet on a daily basis, 🔗 Create synergy between #EnvironmentalValue and #ShareholderValue , 🙏 Remain true to themselves and avoid the pitfalls of #greenwashing   …they have a steep creative mountain to climb 🏔 But it’s a mountain worth climbing. Today The Branding Journal published my article about a sustainability strategy for brands called #HierophanicMarketing . The strategy can help brands (big or small) shift from abstract towards tangible environmentalism and find a meaningful niche in the larger sustainability revolution. The hierophanic strategy builds on a premise that we are not the first people forced to reorganize their relationship with the environment. And we have a lot to learn from the ancient cultures who also had to shape and evolve their understanding of the world around them. What are hierophanies and why were the ancients so obsessed with them? How to apply the principles of hierophanic marketing? Why were recent campaigns from #Renault and #Hellmanns so effective? My hope is that you will have fun reading the piece and learn something useful. Tell me: what do you think are the main challenges facing #GreenMarketing and sustainability-themed #PurposeBranding? P.S. I want to thank Marion A., Founder of The Branding Journal, for helping me with this publication and making the end-product better. The Branding Journal is a great source of information and insights for brand owners and branding experts. 

In an innovative and sustainable campaign by Sprite, they ditch labels on their bottles in a trial aimed at reducing packaging. 🚮 In a bold move to simplify recycling and be more eco-friendly, 500ml on-the-go Sprite and Sprite Zero bottles will now feature an embossed logo and laser-engraved information instead. For three months, eight Tesco Express stores across Brighton, Hove, Bristol, London, and Manchester will be part of this exciting experiment. This campaign aligns with The Coca-Cola Company commitment to maximizing the potential of its brands and establishing a steady presence worldwide. According to data from Kantar, Sprite saw the highest increase in household penetration globally among FMCG brands in 2022, further demonstrating the brand's growth and popularity. 𝐒𝐩𝐫𝐢𝐭𝐞'𝐬 𝐥𝐚𝐛𝐞𝐥-𝐟𝐫𝐞𝐞 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐧𝐨𝐭 𝐨𝐧𝐥𝐲 𝐬𝐞𝐭𝐬 𝐚 𝐧𝐞𝐰 𝐬𝐭𝐚𝐧𝐝𝐚𝐫𝐝 𝐟𝐨𝐫 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐩𝐚𝐜𝐤𝐚𝐠𝐢𝐧𝐠 𝐛𝐮𝐭 𝐚𝐥𝐬𝐨 𝐩𝐚𝐯𝐞𝐬 𝐭𝐡𝐞 𝐰𝐚𝐲 𝐟𝐨𝐫 𝐟𝐮𝐭𝐮𝐫𝐞 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲-𝐰𝐢𝐝𝐞 𝐜𝐡𝐚𝐧𝐠𝐞𝐬. By embracing innovation and sustainability, Sprite aims to make a positive impact on the environment while inspiring other brands to join the movement. Have you spotted the new look? Share your thoughts on this innovative campaign in the comments below! [𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲, 𝐬𝐞𝐚𝐫𝐜𝐡 𝐞𝐧𝐠𝐢𝐧𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠, 𝐛2𝐛 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠, 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠, 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬, 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲, 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠, 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬]

70% of consumers say they are willing to pay more for brands that demonstrate a commitment to sustainability. This statistic speaks volumes about the changing landscape of marketing and consumer behavior. The article from Thrive Agency discusses conscious marketing and its rise in importance. It highlights that brands can no longer afford to focus solely on profits; they need to resonate with the values of their audience. Consumers increasingly seek out brands that align with their ethical beliefs and contribute positively to society. This shift represents an opportunity for businesses to foster deeper connections with their customers, ultimately benefiting their bottom line. How do you think conscious marketing practices will evolve? Are they essential for brands today or just another trend? https://lnkd.in/eKiRccGa

🌍 The environmental crisis is a pressing issue, and at PSh | Providing Digital Transformation, we were part of the development of Motive, an ESG platform designed to make it easier for users to access and compare brand sustainability data. “As consumers, our values can change the world. Motive provides the insights you need to discover if the brands you support align with your values,” said Kai Gray, CEO of Motive. His vision was to empower end users to make decisions based on their values when choosing brands.  ♻ At PSh, we focus on transforming ideas that promote sustainability and have a long-term impact. We believe informed decisions help reduce environmental impact and foster collaboration to protect the planet. Motive aimed to provide valuable insights into brands' sustainability scores, improving the experience and aligning brands with consumers' values. While sustainability is part of our core values, we had to adapt and learn. Motive taught us the importance of broad market exploration. Focusing solely on a specific user segment can limit our vision. 💡  “A product without proper market estimation and marketing integration cannot reach its full potential.” Sustainability is not a mass product, so it’s critical to implement a thorough audience analysis. We must understand both informed users and those unaware of alternatives, positioning our product by highlighting its benefits. Integrated marketing ensures that a product, whether a website or app, is launched effectively, addressing end users’ needs and expectations with targeted messaging. Today, digital marketing helps position your site and provides comprehensive market analysis to identify where your brand can thrive. At PSh, we believe in getting involved from the start, which is why we work with interdisciplinary teams. As Kai said, integrated teamwork is key to maintaining positive, ongoing relationships and avoiding delays. Looking ahead, we remain committed to fostering innovation and sustainability, ensuring every project we undertake contributes positively to the environment and society.Together, we can drive change and make a lasting impact!

Did you know that brands adopting conscious marketing strategies, like Patagonia and Toms Shoes, are not just boosting their profits but are also fostering deeper connections with their customers? In a market where consumers increasingly prioritize sustainability, these companies are reshaping how we think about business. Conscious marketing moves beyond traditional sales tactics to engage with customers on a values-driven level. It invites businesses to reflect on their impact on society and act responsibly, which ultimately nurtures long-term relationships built on trust. As more brands embrace this shift, it raises questions about the future of marketing as we know it. How do we, as consumers and professionals, adapt our expectations? What are your thoughts? Have you seen brands successfully implement conscious marketing strategies in a way that resonates with you? https://lnkd.in/e3hMHrQS

Who really sets the trends in marketing – people or brands? After years in the marketing world, I’m convinced that a small group of people, not the consumers, drives all the significant trends. Yes, we often hear that social media gives consumers the power to influence brands and decisions. Or, closer to our field, companies brand product lines and design their shelf displays based on user behavior. But who is paying the opinion leaders? And who decides how convenient it will be for the customer to reach a particular product on the shelf? Take this hypothetical: What if it’s decided from the top that to feed the world’s population, we need to introduce synthetic products? That’s not going to be a consumer-driven choice, is it? This are companies who dictate the narrative around such innovations. For example, the rise of plant-based and synthetic meat alternatives has been heavily marketed by brands like Beyond Meat and Impossible Foods, which have successfully influenced consumer perceptions and acceptance of these products. But still, data-driven strategies to understand consumer preferences are essential. For instance, when certain products become the main trend, companies compete to win over specific market segments. However, this doesn't mean simply 'following user preferences.' It means 'adapting your choice to user preferences’. So, what do you think? What comes first: the trend or the consumer?