Marketing, Communications, Products and Packaging  

Ethical marketing is a process through which companies generate customer interest in products/services, build strong customer interest/relationships, and create value for all stakeholders by incorporating social and environmental considerations in products and promotions. All aspects of marketing are considered, from sales techniques to business communication and business development.

The establishment of marketing ethics has the potential to benefit society as a whole, both in the short- and long-term. Ethical marketing should be part of business ethics in the sense that marketing forms a significant part of any business model. The increasing trend of fair trade is an example of the impact of ethical marketing.


The philosophy of marketing is not lost with this newfound ethical slant, but rather hopes to win customer loyalty by reinforcing the positive values of the brand, creating a strong citizen brand. However, this new way of thinking does create new challenges for the marketer of the 21st century, in terms of invention and development of products to add long-term benefits without reducing the product’s desirable qualities


Ethical marketing should not be confused with government regulations brought into force to improve consumer welfare, such as reducing sulfur dioxide emissions to improve the quality of the air. A government regulation is a legal remedy intended to mitigate or correct an ethical issue, such as pollution of the air that we all share. Enlightened ethical marketing is at work when the company and marketer recognize further improvements for humankind unrelated to those enforced by governments or public opinion. To learn more – refer


Ethical Advertising on the other hand can be a powerful force for good, not just for promoting consumption and often waste. To learn about Ethical Advertising Standards refer EAS-405 – Ethical Advertising Standard


Pragmatic advice to add value through sustainability reporting and communications

Ethical Corporation, Market: UK, Year:2016

This report features key take aways from the 9th Annual Corporate Responsibility Reporting & Communications Summit 2015, held in London on the 10th-11th November, which saw over two hundred CSR and sustainability reporting professionals gather to discuss some of the most prominent issues in sustainability reporting and communications. The purpose of the meeting was to focus on practical ways to increase business value through sustainability reporting.  Check this to learn more.


Investing For a Sustainable Future

G. Unruh, D. Kiron, N. Kruschwitz, M. Reeves, H. Rubel, and A.M. zum Felde, “Investing For a Sustainable Future,” MIT Sloan Management Review, Market: US, Year: 2016

Many executives embrace the conventional wisdom that mainstream investors care little about an organization’s performance on environmental, social, and governance (ESG) metrics. Few companies make it a priority to communicate their sustainability performance to investors, or even develop a robust story about their sustainability performance. Why should they? Investors won’t shift their investments, the thinking goes, based on a company’s ESG performance. However, a growing number of investors are paying attention to ESG performance, as evidence mounts that sustainability-related activities are material to the financial success of a company over time. Investors care more about sustainability issues than many executives believe.  Find out more


Thriving in an Increasingly Digital Ecosystem

Peter Weill and Stephanie L. Woerner, MIT Sloan, Market: US, Year:2015

Given the amount of turmoil digital disruption is causing, it’s time for companies to evaluate the threats and opportunities – and start creating new business options for the future… Read more

Global CSR Study

Cone Communications and Ebiquity, Market: Global, Year: 2015

The 2015 Cone Communications/Ebiquity Global CSR Study reveals one major takeaway for companies: global consumers have officially embraced corporate social responsibility – not only as a universal expectation for companies but as a personal responsibility in their own lives. Consumers see their own power to make an impact in so many ways: the products they buy, the places they work and the sacrifices they are willing to make to address social and environmental issues… Download Here

The Rough Guide to Responsible Desire

William Willis Harmon, Market: Global, Year: Unknown

Ethics and the idea of ethical advertising have become a hot topic. The whole issue has captured peoples’ attention both for personal (doing some good for our consciences) and professional reasons (doing some good for our bottom line as well as our Clients’). However, there are a wide variety of interpretations of what this means and how committed individual people are to the idea…Download Here


The 2015 Cone Communications/Ebiquity Global CSR Study

Cone Communications, Market: US , Year: 2015

This study reveals one major takeaway for companies: global consumers have officially embraced corporate social responsibility – not only as a universal expectation for companies but as a personal responsibility in their own lives. Despite distinctiveness on a country-by-country level, global consumers remain steadfast as open-minded partners for collaboration to drive forward social and environmental progress. Now, companies must advance CSR beyond a brand-attribute to create an entirely new CSR experience.


Alcatel-Lucent on developing trust and brand recognition with relevant stakeholders

Ethical Corporation, Market: UK, Year: 2015

Christine Diamente, Head of Corporate Sustainability at Alcatel-Lucent
Christine Diamente talks to the RBS 2015 audience about effective brand strategies, and winning over relevant stakeholders with improved brand awareness… Read more



Digitizing the consumer decision journey

Edwin van Bommel, David Edelman, and Kelly Ungerman, McKinsey&Company, Market: Australia, Year:2014

In a world where physical and virtual environments are rapidly converging, companies need to meet customer needs anytime, anywhere. Here’s how…Read more


BLOCK width=600}1Is this the dawn of marketing’s new golden age?

Jonathan Gordon and Jesko Perrey, McKinsey&Company, Market: Australia, Year:2015

Science has permeated marketing for decades. Fans of the television drama Mad Men saw a fictionalized encounter when an IBM System/360 mainframe computer physically displaced the creative department of a late-1960s advertising agency. In reality, though, the 1960s through the early 1990s witnessed a happy marriage of advertising and technology as marketers mastered both the medium of television and the science of Nielsen ratings. These years gave birth to iconic advertising messages in categories ranging from sparkling beverages (“I’d like to buy the world a Coke”) to credit cards (“American Express. Don’t leave home without it”) to air travel (“British Airways: the world’s favourite airline”)… Read more


From Parisian catwalks to your home, 3D printing is democratising fashion

The guardian Market: Global, Year: 2014

While these industries have been radically transformed by the DIY ethos imbued in technology, the clothing retail model remains ‘undisrupted’. However, some designers and developers working in 3D printing are envisioning the day when consumers will download their favourite designer’s fall collection and print a tailored-fit piece in their home, rather than purchasing a standard size on the high street. Read more…

Fashion meets renewable energy – clothes that charge your smartphone

The guardian Market: Global, Year: 2014

From fibres that convert sunlight into electrical energy, to uploading your kinetic energy to a green energy bank, the worlds of fashion and technology are merging

Discover how…

The three Cs of customer satisfaction: Consistency, consistency, consistency

Alfonso Pulido, Dorian Stone, and John Strevel, McKinsey&Company, Market: Global, Year:2014

It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, it’s difficult to get right and requires top-leadership attention… Read more



Expensive, toxic and carcinogenic cadmium used in solar can be replaced with milk / tofu ingredient! Market: Global, Year: 2014

Scientists from the University of Liverpool have discovered that toxic cadmium chloride can be replaced using an ingredient which is cheap and innocuous enough to be employed in the manufacture of food products such as soy milk and tofu. Magnesium chloride was an ideal fit for the production process. The chemical is extremely safe and a mere three-hundredth the cost of cadmium chloride, retailing for around US$1 per kilo. Read more…

Corporate Sustainability Practices: Waste & Recycling

Greenbiz Group and Waste Management Market: US, Year: 2014

When it comes to waste, everyone knows the 3-R mantra: Reduce, Reuse, and Recycle. But it’s tough to follow the 3 Rs when products, packaging and materials aren’t designed with end-of-life in mind.This research was undertaken to identify insights into how waste and recycling decisions are made by sustainability executives, the metrics they are employing in their drive toward waste reduction, and the actions they plan to undertake in the future.


Headlines of a Sustainable Lifestyle

Business in the Community Market: UK, Year: 2014

For 9 billion people to have access to a good quality of life in 2050, we need to change what citizens perceive as high quality living, as well as changing products, services and business models. High quality lives need a thriving resilient economy that works in the context of finite resources and fragile eco-systems, and where personal wellbeing is measured as much in life satisfaction as it is on finances and material wealth. The Headlines provides a set of indications for what a high quality, sustainable lifestyle could look like in 2050.


Sustainable Business Toolkit

Business in the Community Market: UK, Year: 2014

The Sustainable Business Toolkit provides practical guidance on how companies can create and test new innovative ideas that deliver commercial, environmental and social benefit.

Sustainability is Becoming a Key Part of Decision Making for Brands, Consumers

Sheila Shayon Market: Global, Year: 2014

As consumer demand for greater transparency by brands increases, companies are stepping up their commitment to sustainability. But brands aren’t the only ones having to make decisions with sustainability in mind. New tools and online tracking technologies aim to help better understand consumer behavior with respect to sustainability such as supercookies, browser fingerprinting, location-based identifiers and behavioral tracking. Read more…

The State of Sustainability Assurance

Netbalance Market: Australia, Year: 2013

/>This reportfrom Net Balance shows that a growing number of Australian listed companies are setting high standards of transparency and accountability, providing their stakeholders with robust, assured information about their sustainability performance. This encouraging trend, however, is tempered by the large number of companies that still face a steep learning curve in understanding and communicating their social and environmental impacts.

Rethinking Consumption. Consumers and the Future of Sustainability.

BBMG, GlobeScan and SustainAbility. Market Global, 2012

The overarching goal of  this report is to bring the consumer voice into the sustainability conversation and help articulate specific decisions and actions that companies can take to accelerate and grow a more sustainable economy. Developed by BBMG, GlobeScan and SustainAbility, the Regeneration Consumer Study is an online survey of consumer attitudes, motivations and behaviors around sustainable consumption among 6,224 respondents in six major international markets (Brazil, China, Germany, India, United Kingdom and United States). Fielded in September and October 2012, the study represents a holistic exploration of sustainability market trends, priorities and engagement pathways, including information on sustainable consumption, trust, transparency, social issues, behavior change, consumer collaboration, participation and advocacy actions.


Supporting Corporate Responsibility Performance Through Effective Knowledge Management

School of Management, Cranfield University Market: UK, Year: 2011

This  how to guide shows how organisations can identify, manage, and use knowledge for better Corporate Responsibility (CR) performance. This guide, based on interviews with leading CR practitioners, highlights the role of the CR practitioner as a ?master storyteller’ who builds a corporate ?community of CR practice’ whose members craft the organisation’s sustainability ?story’.


How corporate social responsibility is really a corporate social opportunity.

Prof David Grayson OBE – Director Business in the Community (UK)

If built in and not bolted on, CSR can open the flood gates to an exciting new source of creativity and innovation that can lead to corporate social opportunities in the form of innovation in products and services, access to new markets, building new business models (how products are conceived, developed, marketed, distributed, financed, staffed etc.) And these opportunities can be commercially very attractive. David challenges business, and those engaged with business to think about CSR in a very different way…. as an authentic and genuine commitment to environmental and social responsibility, as ethical business practices and a new route to market, one that is not only sustainable, but profitable. Check out this presentation of David at Australia’s Inaugural CSR Summit. And, if you’d like to purchase books by David Grayson referred to in this video presentation Download the order form here. We have good stocks now available in Australia.


Case Studies


Guardian Sustainable Business Awards Case Studies

Guardian Sustainable Business Unit in the UK has some great case studies from their annual Sustainable Business Awards. Check out winners in Communications from 2012 and 2013



Greenwash is an environmental claim which is unsubstantiated (a fib) or irrelevant (a distraction). Found in advertising, PR or on packaging, and made about people, organisations and products.  The below reports and guides will assist organisations avoid Greenwash.


The Greenwash Guide

Futerra Sustainability Communications.  Market: UK

For tips on how to avoid Greenwash down load this Guide.


The Sins of Greenwashing

TerraChoice. Market: North America

Since the first Sins of Greenwashing study was published in 2007 by TerraChoice the world has re-awakened to the issue of false and misleading environmental claims. Scrutiny of environmental claims will be positive only as long as it manages to discourage greenwashing while simultaneously encouraging more and more green product innovation and commercialization.  This TerraChoice report released in 2010 updates the state of knowledge of
environmental claims, to focus particular attention on home and family products, and to add a constructive perspective to the debate.


The Seven Sins of Greenwashing

TerraChoice.  Market: US, Year: 2009

The challenge and call-to-action of the Seven Sins of Greenwashing is to discourage greenwashing by putting practical tools in the hands of consumers and companies, while still encouraging and rewarding genuine efforts towards sustainable innovation.



Game Play – Name that Sin 

TerraChoice. Market: North American, Year: 2010

Although this game has been designed for consumers to understand greenwash – it’s also ideal for marketing teams to build awareness of the 7 sins of greenwash. Play – Name that Sin


Next frontiers for lean

McKinsey Market: Global, Year: 2014

Lean-production techniques have been revolutionizing operations for 50 years. Advances in technology, psychology, and analytics may make the next 50 even more exciting. Discover how Lean is enhancing new industries and sectors not just manufacturing.

Why Restraint Was The Key To GoPro’s Success

We First Market: Global, Year:2014

The IPO of GoPro was an enormous success with the share price jumping 36 percent from its 24-dollar début. This is yet another successful milestone for a company that has gone from strength to strength under the guidance of its self-made billionaire founder, but while many point towards the brand’s over-the-top videos as the core of their success, there is a larger branding lesson to be learned that turns on its skill of restraint.


The 20 Most Valuable Brands In The World

Business Insider Australia Market: Global, Year:2014

Millward Brown calculates the value of the brands it ranks by surveying more than 2 million consumers around the world and using their responses to figure out how much of a company’s financial performance is due to its brand. find out more…

Sustainable Brands 2014

Sustainable Brands Markets: Global, Year: 2014

Enjoy an array of videos, podcasts and slideshow presentations from the Sustainable Brands 2014 conference in San Diego. Check them out…


Mckinsey Market: Global, Year: 2014

In a world where physical and virtual environments are rapidly converging, companies need to meet customer needs anytime, anywhere. Heres how.


McKinsey Market: Global, Year: 2014

Digitization is rewriting the rules of competition, with incumbent companies most at risk of being left behind. Read about six critical decisions CEOs must make to address the strategic challenge posed by the digital revolution.

Words That Sell: How the public talks about sustainability

Futerra Sustainability Communications. Market: UK, Year: 2013

Words matter. They matter a great deal. Words bring ideas alive, make new concepts familiar, and can change the way we see the world. Marketers, journalists and those working in the media are acutely aware of the importance of words. There is a whole industry dedicated to perfecting copy. A PR company can spend days (or weeks, if the client is important enough) pondering a single line of text. In some cases, millions of pounds are spent on market testing one word.Yet those promoting sustainable development work with an inherited terminology cobbled together from science, economics and decades of policy making, pressure group campaigning and academic debate. Most people working in a sustainable development discipline know that their lexicon is often invisible to the majority of the public, and at worst alienating and off-putting to many non specialists. Understanding how the public responds to sustainability terminology isn’t simply a test of basic understanding of the words. Experts are careful to balance the ?denotative’ meaning of words (the dictionary definition) with the ?connotative’ associations, feelings and images a word conjures for the people who hear or use it. This short study by Futerra is designed to test the connotative meanings of both established and some newly coined sustainability terminology.


5 Case Studies

Environment Defence Fund. Market: US, Year: 2013

Despite the ubiquity of digital communications, paper use and over-packaging is growing, and so are their impacts on the environment.

Producing and disposing of paper and other packaging has large and wide-ranging effects – from the forest to the manufacturing facility to the landfill. Discover 5 case studies from the US Environmental Defence Fund including how McDonald’s and EDF joined forces and eliminated more than 300 million pounds of packaging, recycled 1 million tons of corrugated boxes and reduced waste by 30 percent.


10 Rules for Communicating Sustainable Development

Futerra Sustainability Communications. Market: UK, Year: 2013

It is simple there are 10 rules

Business Pulse. Exploring dual perspectives on the top 10 risks and opportunities in 2013 and beyond

Ernst & Young. Market: Global 2013

It’s not surprising the biggest opportunity between 2013 – 2015 is innovation in products, services and operations. Read the Full Report.

Globescan Trends

GlobeScan. Market: Global, Year: 2013

If there were ever a time when business could afford to ignore the world “out there,” that time has long passed. The speed of social change can be dizzying and only organizations that understand and respond to the way that societies are transforming themselves will thrive.


GlobeScan has been tracking trends among stakeholders and the general public across 25 countries for over two decades. From their unparalleled exploration of trends, it is clear the world has changed dramatically and many global management teams are ill equipped to navigate the shifting landscape. Discover insights in Reputation, Brand, Sustainability and Engagement.

The Financial Times special report on Responsible Business 2013

Business in the Community and The Financial Times. Market: UK, Year: 2013

This report explores the role of brands to help consumers make ethical lifestyle choices, the changing nature of NGO activism and its impact on corporate behaviour, values, ethics and employee engagement and social return on investment measurement. The report also acknowledging some of the challenges of responsible business, such as the balance between short-term profit and long-term sustainability, the battle to balance commercial self interest with societal benefit and the growth of anti corporate activism.


The Rise Of Purpose-Driven Marketing. Again.

CSR Wire. Market: USA, Year: 2013

Cause marketing is once again becoming more popular as businesses understand its multiple benefits.

Is Ethical Advertising Finally Gaining Traction? EthicMark Awards lift standards.

CSR Wire. USA 2013

As advertising methods evolve and avenues expand – and as marketers gain insight on what most drives and influences customers, whether that be neuromarketing or Big Data, standards must evolve as well. Ethical Markets Media, the World Business Academy, University of Notre Dame and ESPM are now joined by GlobeScan, Sustainable Brands and TBLI to continuously raise the standards and benchmarks expected of EthicMark awards.More…


Redefining Value: The New Metrics of Sustainable Business.

Sustainable Brands. Market: Global, Year: 2013

This white paper frames the conversation and provides key takeaways from New Metrics of Sustainable Business Conference in 2012 in the form of reflections on recent lessons and forthcoming opportunities. It examines new forms of value, or newly-quantified existing economic, social and environmental impacts, on three fundamental levels: Product & Service Value, Organizational Value and Societal Value.

What is the Role of Brands in creating consumer movements?

Guardian Professional. Market: UK, Year: 2013

Big brands have traditionally been seen as the bad guys, not to be trusted and placing profits over people and the planet. However, the tables are turning and now the very companies that have been attacked by social movements in the past, are working to create them. So what role can brands play in creating and sustaining consumer movements for change and what makes a successful campaign? .Jo Confino explores this topic.


2012 BrandZTM Top 100 Most Valuable Global Brands report

WPP. Market: Global, Year: 2012

This report reminds people how important brand strength is to the growth prospects and long-term health of a business. It reports on the financial value of each brand and any year-on-year change.

It includes many new features that analyze key challenges facing brands today, and it conveys important lessons from the experiences of brand leaders.



Designing a winning consumer goods organization

McKinsey & Company. Market: Global, Year: 2012

In this paper, they share the highlights of their research findings and elucidate them by drawing on their extensive experience working with CPG companies worldwide. Specifically, they call attention to six organizational design choices relating to scale; degrees of centralization and specialization in marketing, sales, and back-office functions; location of R&D resources; and investment in emerging markets. They believe these insights can help CPG companies evaluate their current organization design, examine how if at all it diverges from best practice, and determine whether their business strategies truly require different design choices.



How can marketers build sustainable success?

Business in the Community. Market: UK, Year: 2012

This sustainable marketing publication is targeted at marketing professionals to help them to build sustainability into, rather than onto, their brands.

Historically marketing has been a powerful tool to sell more volume and make more profit. This won’t be a sustainable model for growth in the future. It uses case studies from leading companies and the experiences of marketing directors to enable the profession to play a more central role in the debate around sustainability. The case studies included Cadbury, Marshalls, M&S, Speedy, Unilever, Co-operative Bank, Audi, Diageo.


How Unilever crowd sourced creativity to meet its sustainability goals.

Unilever. Market: Global, Year: 2012

After the global consumer goods company published its Unilevers Sustainable Living Plan laying out ambitious sustainability goals, company leaders realized meeting those goals was going to be tough. So they got creative. Discover How Unilever crowdsourced creativity to meet its sustainability goals

And how listening to others and learning from our stakeholders as a matter of course, informs their decision-making, strengthens their relationships and helps them deliver their commitments and succeed as a business.

Corporate Sustainability –  Strategy and Communications 

Ethical Corporation. Market: Global, Year: 2011

This magazine examines the role of companies and brands in developing and maintaining social cohesion and highlights how when business comes under attack from consumer and activist groups, ethical PR can help.



2010 Global Ecolabel Monitor

World Resources Institute & Big Room Inc. Market: Global, Year: 2010

As consumers and companies become increasingly aware of their environmental impact, a surge of ecolabels have flooded the marketplace. Today, hundreds of ecolabels worldwide compete to tell us which products are best for the planet. These colorful stamps on labels declare products to be “carbon neutral”, “forest safe”, “fairly traded”, or any number of standards of sustainability. But in the self-regulated ecocertification industry, how can consumers and institutional buyers really know what these stamps of approval mean? allows consumers and companies to compare green certifications side-by-side. The Ecolabel Index is the largest global directory of ecolabels, currently tracking 437 ecolabels in 197 countries, and 25 industry sectors. The 2010 Global Ecolabel Monitor gives a behind-the-scenes look at how different ecolabels certify their products.


Climate Messaging Guide: Cutting Through the Climate Clutter

GetUp!, The Climate Institute & Environment Victoria. Market: Australia, Year: 2010

This phrasebook has been put together by a group of environmental, research and progressive organizations with an interest in sharing research-based messages on climate change with activists around Australia. GetUp_and_The_Climate_Institute_and_Environment_Victoria_Climate_Messaging_Guide_Cutting_Through_The_Climate_Clutter.pdf


The New Frontier in Sustainability

BSR. Market: US, Year: 2010

The purpose of this report is to highlight opportunities for business to address sustainable consumption. In an era when the world faces significant constraints on natural resources-and equally significant demands to use those natural resources to create the products and services that meet people’s daily needs-progress on sustainability now depends on attending to the overlooked areas of the value chain cycle: product design, engagement and use, and end-of-use.



Business Opportunities in Sustainable Consumption

BSR Insight Article. Market: US, Year: 2010

The article is corresponding to their report, “The New Frontier in Sustainability: The Business Opportunity in Tackling Sustainable Consumption”. It suggested there are new opportunities for business where encouraging sustainable consumption. They are: sustainable product design and increasing consumers’ awareness of consuming and behaving sustainably.



UN Global Compact Management Model

United Nation. Market: Global, Year: 2010

An updated performance model that guides companies through the process of formally committing to, assessing, defining, implementing, measuring, and communicating a corporate sustainability strategy based on the Global Compact and its principles.



A Global Language for Packaging and Sustainability – A Framework and measurement system for our industry

The Consumer Goods Forum. Market: Global, Year: 2010

This report, created by the Consumer Goods Forum’s Global Packaging Project, presents a packaging sustainability framework and measurement system in the hope of developing a global standard. In addition to explaining some commonly-accepted packaging principles, the report lists 52 indicators for packaging sustainability, which are explained in more detail in this document.



How can marketers build sustainable success?

Business in the Community. Market: Global, Year: 2010

This sustainable marketing publication is targeted at marketing professionals to help them to build sustainability into, rather than onto, their brands.



B-to-B Marketing in 2009: Trends in Strategies and Spending

Market: US, Year: 2009

Key findings of the research include that budget reductions are expected, marketers are sharpening their focus, new media is on the rise and emphasis is particularly strong for Search Marketing, Webinars, Email and for the Company Web Site. 2009B-to-B_trends_in_strategies_spending.pdf


Corporate & Commercial Insight

Market: Australia, Year: 2009

Previously, the restrictive trade practices provisions in Part IV of the Trade Practices Act were interpreted in such a way as to effectively prohibit some forms of cartel conduct. The aim of the new provisions is to provide sanctions for explicitly defined forms of conduct, so as to bring Australia in line with other countries that have already legislated to give effect to the OECD’s Recommendation on cartel conduct. 4 important aspects are addressed:

1. Update on legislative changes to criminalise cartel conduct

2. New Prohibition against Component Pricing

3. A New Australian Competition and Consumer Act

4. Individuals may be personally liable for contraventions under the TPA


Retail-led Regeneration: Why it matters to our communities

BCSC. Market: UK, Year: 2009

Retail-led Regeneration: Why it matters to our communities is the result of research conducted by global real estate advisors, DTZ. Business in the Community worked in partnership with the BCSC and DTZ to research the social impacts of retail-led regeneration. This report identifies the wider benefits of retail developments, including economic growth, job creation and opportunities, quality of life for local communities such as improved public space and neighbourhood areas, new housing, increased civic pride and community cohesion. Retail-led_Regeneration_Study.pdf


Who’s Listening? Who’s Leading? What Matters Most?

Edelman. Market: Global, Year: 2009

This report, produced by Edelman and its research partners, assesses current CR communications trends. It investigates the full range of CR communications, with the goal for this wider purview to shed new light on best practices, as well as on the effectiveness of newer and experimental CR communications efforts. Edelman_Whos_Listening_Whos_Leading_What_Matters_Most.pdf

Case Study – In conversation with Nortel’s Rick Dipper

Market: Canada, Year: 2008

Differentiating yourself from your competitors is always a challenge. Nortel is successful in pulling market share from giant Cisco Systems by using green marketing. Here is a conversation with Nortel’s leader of corporate responsibility worldwide, Rick Dipper, discussing how its green advertising campaign fits in with the company’s culture. 


The Marketplace Responsibility Principles

Business in the Community. Market: UK, Year: 2008

Marketplace Responsibility Principles by BITC act as a framework for companies to be able to assess their marketplace strategies. They provide companies with a structure to identify corporate responsibility issues within the main marketplace relationships: with customers, suppliers and governments, as well as helping to assess the impact of products and services. Marketplace_Responsibility_Principles.pdf

Sustainable Consumption and Production

Market: Global, Year: 2007

This Business Primer provides a brief introduction to the growing trend towards Sustainable Consumption and Production, i.e. “continuous economic and social progress that respects the limits of the Earth’s ecosystems, and meets the needs and aspirations of everyone for a better quality of life, now and for future generations to come”. This report contributes to the debate by raising awareness of the rationale for and current progress towards Sustainable Consumption and Production. After setting the context for the challenge of a ‘one planet economy’, the report explores some of the drivers, techniques and enablers of Sustainable Consumption and Production.


Painting the Town Tree: How to Persuade People to be Environmentally Friendly

Stephen Hounsham, Green-Engage, Market: UK, Year: 2006

Many of us blame government and business for the problems we face with our environment, local, national and international. But people-power can be an extraordinary thing, as anyone in today’s Eastern Europe would tell you. In our own country, no government could be elected without our votes; no business could survive if we didn’t buy its goods or services. It’s easy to forget but people are actually in charge. If anyone’s going to change the world, it’s them. Download Here


The Materiality Report: Aligning Strategy, Performance and Reporting

SustainAbility. Market: Global, Year: 2006

The concept of materiality has become an increasingly important word in the reporting lexicon. There are two challenges facing reporters. One is to find an approach that provides the comprehensive data some stakeholders require, while still being able to show what’s really important to the success of the organisation. The second is to do this in a concise and clear way. A successful materiality determination process is key to meeting these challenges.

In this report they have explored the concept of materiality, reviewed how various companies have tackled it and propose a Materiality Framework that everyone can use.


The second annual Edelman Goodpurpose Study

Edelman goodpurpose study. Market: Global, Year: 2007

The results of the second annual Edelman goodpurpose study tell us that that across the globe people’s sense of commitment to helping others-and to brands and companies that share that commitment-remains strong. The study shows that 83% of consumers are willing to change their own consumption habits to help make tomorrow’s world a better place.



Grey: Eye on Australia Media Release

Eye on Australia report. Market: Australia, Year: 2009

Now in its 18th year, the Eye on Australia report, conducted in association with Sweeney Research, tracks consumer attitudes across metropolitan and regional areas and provides insights into how Australians are feeling about work, life and the economy. In this year report, it is found that Australians’ satisfaction with life had dropped 2%, from 65% in 2008.




Guide to PAS 2050

Carbon Trust Defra & British Standards. Market: UK, Year: 2008

This guide explains how to assess GHG emissions of an individual product, either a good or a service, across its entire life cycle – from raw materials through all stages of production (or service provision), distribution, use and disposal/ recycling – in accordance with the method specified in the BSI

Publicly Available Specification 2050: 2008, or ‘PAS 2050’.



Australian Competition and Consumer Commission Green Marketing and Trade Practices Act

Australian Competition and Consumer Commission. Market: Australia, Year: 2008

The report discusses the importance of the act and outlines its rules and regulations.



2004 Australian Competiton Consumer Commission Guide

Australian Competition and Consumer Commission. Market: Australia, Year: 2008

This report works to ensuring that all businesses understand their rights and obligations under the Trade Practices Act. The Act applies to nearly all aspects of business including the way you set prices, advertise and compete. It covers dealing with other businesses and consumers and unconscionable conduct within the meaning of unwritten law.



CSR/Sustainability Communications: Who cares; what matters; what doesn’t?

Chris Derri – Global Head CSR, Edelman New York (US) CSR Summit, Market Australia, Year 2007

During this session, Chris addresses:


•   How multiple stakeholders including business, NGOs, media, government, consumer opinion leaders, the investment community and employees – obtain information about corporations’ CSR practices;

•   How these stakeholders use CSR/sustainability information to form judgments about a corporation;

•   The type of information stakeholders are most interested in learning from companies’ CSR reporting and communications;

•   The practical actions and elements of a company’s CSR communications that lead to either trust or distrust in a company;

•   The best practices, successes and failures, and ongoing challenges of leading multinational companies related to CSR communications.

Chris DerriChris Derri


Sleeping with the Enemy?

Jonathan Wootliff – International Corporate Responsibility Consultant (Europe).

Australia’s Inaugural CSR Summit, Market Australia, Year: 2007


Jonathan examines the relationship between non-governmental organisations (NGOs) and business. He argues that it is essential for these two worlds to find common ground. As an international specialist in helping to build productive relationships between activist groups and corporations, he will explain that there remain some dinosaur companies who perceive NGOs as adversaries while the enlightened parts of the commercial world are increasingly getting in to bed with them.

Jonathan will lay out the business case for NGO engagement. While examining some of the potential pitfalls, he will explore the benefits in both establishing dialogue and creating partnerships. He will show how apparently impossible differences can be transformed into win-win solutions, sharing case studies of how the most unlikely partnerships have been established.

In his provocative style, citing live examples from his work, Jonathan will ask why so many companies find themselves the target of NGO attacks. He will question the ability of big business to sit down and talk with environmental and pressure groups while asking whether the NGO community is sophisticated enough to usefully engage with companies. He will also briefly share his views on the expected outcomes from the Bali Climate Summit and how Australian Business can play a role.

Sleeping with the Enemy?


Taking Shape – The Future of Corporate Responsibility Communications

Business in the Community. Market: UK, Year: 2007

The first part of this paper provides a short overview of each of the three key initiatives. The second part of the paper explains three major trends that lie behind these initiatives: materiality; stakeholder engagement; and the integration of financial and non-financial performance. The final part outlines Business in the Community’s (BITC’s) and Radley Yeldar’s (RY’s) predictions for how these three trends may influence corporate responsibility communications at a practical level in the years to come. These predictions will help companies by challenging presumptions about the role of CR communications in their business.



The Corporate Social Responsibility (CSR) Monitor 2007

CSR Monitor. Market: Global, Year: 2007

The CSR Monitor has been tracking the changing expectations of consumers, shareholders, employees, and Opinion Leaders annually since 1999. This research-based management tool monitors the external stakeholder views that affect CSR strategy development, and allows companies to make informed decisions on initiatives, strategies, and communications for their corporate citizenship programs.



Whose responsibility is the global epidemic of childhood obesity and diabetes? Is it the consumer or the marketer? Amidst growing health issues – how do the world’s biggest brands address growing societal demands to be more responsible?

Australia’s Inaugural CSR Summit, Market Australia, Year: 2007

Sally Loane – Director Media and Public Affairs, Coca-Cola Amatil Limited.

Kristene Mullen – VP/Director of Public Affairs, McDonald’s Australia.

Sally Loane and Kristene Mullen


Do companies want to be remembered for making a buck or making a difference? Whose role is responsible consumption? Is it the consumer or the marketer?

Australia’s Inaugural CSR Summit, Year: 2006

Michael Kiely – Editor of Marketing Magazine challenges the status quo of marketing. Do marketers really want to be remembered for selling lots of stuff that people didn’t really need or want, or would they be best served engaging consumers – bringing them into the inner sanctum to help them to develop products that they want and need without harming us or the planet?

Michael Kiely – Responsible consumption



How leading international brands are delivering profits and competitive edge through integrating CSR into the brand.

Sarah Clarry – CSR & Communications Manager Unilever Australasia

Australia’s Inaugural CSR Summit, Year: 2006

Multinational Unilever Australasia shares how they are profiting through CSR and why CSR drives their brands giving examples such as the Dove Self-Esteem Fund and the BodyThink workshops; Bushells Community Cash and Bushells Driver Reviver, OMO Dirt is Good and the Flora pro.activ Heart Health platform.

Sarah ClarryFuture of CSR

Sarah ClarryFuture of CSR


Special report: reporting – Communications – How to measure what matters

Market: Global, Year: 2008

Companies should report on issues that matter to stakeholders, but many still don’t. The Global Reporting Initiative Sustainability Reporting Guidelines (G3) highlight “materiality” as one of three key principles in defining report content, along with stakeholder inclusiveness and sustainability context. Put simply, materiality means reporting on what matters to stakeholders in your business. Special_report_reporting___How_to_measure_what_matters.mht


Stakeholder perceptions presage holistic stakeholder relationship marketing performance

Market: Europe, Year: 2005

This research paper aims to measure marketing performance in a holistic sense. The result finds that stakeholder performance appraisal results to date indicate that a holistic stakeholder relationship marketing orientation that incorporates triple bottom line philosophy significantly enhances business financial performance beyond that achieved by a customer relationship marketing orientation.



Measuring Holistic Marketing Performance in a Stakeholder Relationship Marketing Model

As currently practised, relationship marketing has a strong customer emphasis which often neglects other stakeholders of businesses. To augment the prevailing customer relationship marketing paradigm, an holistic stakeholder relationship marketing paradigm is proposed in which holistic marketing performance is reflected in the delivery of long-term economic, social, and environmental value to customer, employee, supplier, community, and shareholder stakeholders of a business in order to enhance sustainable financial performance.



‘Publics’ or ‘Stakeholders’? – Performing Social Responsibility through Stakeholder Software

Government and corporate organizations increasingly seek the support of the communities where they operate and represent themselves as good corporate citizens with a sense of Corporate Social Responsibility (CSR). These organizations seek to create and sustain dialogue with their many and varied ‘stakeholders’ and reject traditional ‘PR’ approaches that regard communication as a way to manipulate ‘target publics’. Some of these organizations use a form of ‘stakeholder software’ to guide and support their efforts to embrace CSR in their operations and this article examines two such software packages. It sets their use and the broader drive for CSR in the context of a diminishing trust in traditional institutions and a rise in new, extra-parliamentary forms of activism (new activism); and it examines stakeholder software’s potential contribution to a values-based approach to PR training in universities and colleges.



The Corporate Climate Communications Report 2007

Market: Global, Year: 2007

The report examines communications by companies on the climate change issue. Unlike other studies in this field the intention is not to document or benchmark performance, and it is not ”naming and shaming” specific companies. Comparing and contrasting disclosures across business sectors and regions, examining the mitigation measures taken and the communications methods used gives new insights into the issues.



Communicating Sustainability: How to produce effective public campaigns

UNEP and Futerra Sustainability Communications Market: Global Year: 2005

Public awareness and concern about environmental and social issues is growing. The fact that the world has become more and more transparent, due largely to the mass media and the rise of new information technologies, has undoubtedly contributed to that. The impacts of our consumption patterns are no longer vague and invisible. People are beginning to understand the effect they are having on this world – our only home – and that they have a responsibility to look after it.


Public communication has a key role to play to build on these emerging trends and to make sustainable development approachable and understandable. Informed, motivated and committed people can help us to achieve our sustainability goals. However, communicating effectively about sustainable lifestyles is a chal¬lenge. One needs to consider not only what to communicate, but how to communicate it.

This guide is about communication. Inspiring examples and visions from all regions can encourage national and local authorities to plan, develop and implement attractive and effective campaigns that make sustainable lifestyles fashionable and ?cool’. I commend this publication for helping to achieve this goal.


Marketing Driven CSR from the Brand Perspective. Qantas Spirit of Australia Case Study

Martin McKinnon – Brand Advantage, Australia’s Inaugural CSR Summit, Year: 2005

As the head of Brand Advantage, Martin lead the brand/customer relationship management of many Australian companies such as NAB and Qantas through sport, social and community sponsorship and engagement programs.


Effective CSR communications

Dr. Leeora Black -Managing Director Australia Centre for Corporate Social Responsibility Australia’s Inaugural CSR Summit, Year: 2005

Leeora presents the latest international findings on effective

CSR communications. A must attend for all PR, Public Affairs and marketing managers.



How organisations can and should gain media support for CSR programs

Lord Michael Hastings CBE – Head of CSR for the BBC (UK) Chair Crime Concern, Non-Party-Political Peer House of Lords (UK)

Australia’s Inaugural CSR Summit, Year: 2005

Michael shares why it’s important for media to lead the charge of corporate responsibility and how to engage them. The BBC are among the first media organisations in the world to provide CSR and TBL reporting. A great podcast for all media and public affairs managers.



The Great Debate – Are media really responsible?

Lord Michael Hastings CBE – Head of CSR for the BBC (UK) Chair Crime Concern, Non-Party-Political Peer House of Lordsmand Tess Finch-Lees – Director of The Global Effectiveness Group (UK). Facilitated by Sharon Jackson.

Australia’s Inaugural CSR Summit, Year: 2005

Lord Michael Hastings debates for the affirmative.

Tess Finch-Lees debates for the negative. Who do you think will win?



WHY CSR is important to Government and Media.

Lord Michael Hastings CBE – Head of CSR for the BBC (UK) Chair Crime Concern, Non-Party-Political Peer House of Lords (UK)

Australia’s Inaugural CSR Summit, Year: 2005

As the Head of CSR for the BBC; Former head of the BBC’s Political and Parliamentary Affairs, Policy Consultant to Downing Street on Urban Policy: Commissioner for Racial Equality; Trustee of the National Family and Parenting Institute: Trustee for Volunteering England: Chairman of UK’s Crime Concern: Communications Strategy and Policy Advisor to the Metropolitan Police Commissioner and Non Party Political Peer for the House of Lords equips Michael as he shares valuable insights into the importance of media and government leading the CSR agenda. A must attend session for all media, government officials and advisors.


Do your people have the know-how to make your company competitive and sustainable?

World Business Council for Sustainable Development. Market: Europe

Chronos is an e-learning tutorial on the business case for sustainable development. Developed by the World Business Council for Sustainable Development and the University of Cambridge Program for Industry, it is concise, interactive, motivational and easy to use. Society now expects business to be part of the solution to issues like poverty alleviation, environmental protection, health and security. And business leaders increasingly recognise that their company’s future success depends on how well they address these challenges. So it’s time to know if your people have the know-how to make your company competitive and sustainable. chronos-teaching_employees_about_sustainability.pdf


Edelman Trust Barometer

Edelman Public Relations Market: Global Annual Report

The Edelman Trust Barometer measures the state of trust around the world by exploring trust in institutions, industries, leaders and the impact of recent crises in the banking and financial service sectors. The data interesting reveals that the factors responsible for shaping current trust levels are less important than those that will build future trust.


Goodpurpose: Consumer Attitudes and Social Purpose Study

The goodpurpose® study is PR firm Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations.


Meaningful Brands

Meaningful Brands is a global analytical framework to connect human well-being with brands at a business level. It measures the benefits brands bring to our lives. It measures the impact of the brand’s benefits alongside its impact on 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) and is the basis for “The Meaningful Brand Index” (MBi).


The Business Case for Sustainability

The Business Case for Sustainability is explained by Ray Anderson, Founder and Chairman

of InterfaceFLOR. Interface’s bold vision “mission zero” is the company’s promise

to eliminate any negative impact it may have on the environment, by the year 2020. At his carpet company, Ray Anderson has increased sales and doubled profits while turning

the traditional “take / make / waste” industrial system on its head. In a gentle, understated way, he shares a powerful vision for sustainable commerce.


Towards a more sustainable way to Business

Interface Market: Global

In 1994, Interface® Founder Ray Anderson challenged his company to pursue a bold new vision “Be the first company that, by its deeds, shows the entire world what sustainability is in all its dimensions: people, process, product, place and profits – and in doing so, become restorative through the power of influence” The Interface journey toward sustainability has been a momentous shift in the way they operate their business and see the world. Move through these pages for a closer look at their progress, and their Mission Zero® journey.

Or view this video on the The business Logic of Sustainability by Ray Anderson.