In our final Earth Day Planet v’s Plastics blog instalment, we’re diving deep into the inspiring journey of Corona. This isn’t your average brand; it’s a beacon of hope in the battle against plastic pollution, embodying what it means to be a true citizen brand. Corona’s story is testament to the power of ambition backed…
Category: Brand purpose
Brand purpose
Turning the tide: Ocean Co’s Impact Engine
Today, as part of our Earth Day week series Plastics v’s Planet, we shine a spotlight on Ocean Bottle’s Impact engine—a remarkable initiative driving positive change for our planet’s oceans. This innovative impact engine (Ocean Co) powers Ocean Bottle’s reusable products, along with a host of other brands and organisations from Gail’s to Pet Impact,…
Our new more sustainable website
We’re excited to share our new Citizen Good website. We’ve chosen to redesign our site to reduce its environmental impact. The environmental impact of websites We know that people don’t often think about the environmental impact of digital technology – while they are busy streaming movies or keeping lots of tabs open whilst searching for…
Brands investing in Nature
Over recent weeks, we’ve seen some big leaps in the role of businesses stepping up and taking more responsibility for the environment and climate change. The ‘climate clock’ continues to tick and the impact of biodiversity loss and climate-related impacts are increasing all the time. We’ve seen some challenger brands increasing desire to do more,…
Chocolate on the UP?
We are delighted to see how challenger brands are continuing to re-think the supply chain of chocolate – inspiring consumers to think differently and be more informed on their chocolate choices. The soon-to launch brand Up Up Chocolate, the world’s first slave free cocoa chocolate. They source their chocolate from one cocoa farm plantation in Colombia –…
Right on the mark
Do you sleep-shop by defaulting to your go-to brand when choosing a product? Unless a brand has a compelling point of difference, it can look like a sea of same. Assuming you have the time to explore and want to support a brand doing the right thing, you’d facing a tsunami of eco and sustainable…
Humanising Purpose
What you do in the dark will shine in the light. Purpose is set in motion when values are operationalised through decisions made and actions taken even when no one is watching. What is the purpose of your company? It has the potential to serve society as a force for good. Strikingly expressed by Professor…
Tough love in the brand world
In recent weeks, a couple of brands were called out for greenwashing. Whilst that’s not groundbreaking news per se, what is surprising is that these two sustainability-led brands have a strong reputation and consistent record for doing the right thing. The Advertising Standards Authority (ASA) launched an investigation into Oatly for its environmental claims. In…
Building Citizen Brands
Consumers are voting with their wallets. The 2020 Sustainable Market Share Index™ finds that sustainability-marketed products are responsible for more than half of the growth in FMCG. It’s not slowing down despite the ongoing COVID-19 pandemic. We refer to them as ‘Citizen Brands’. What are their common traits? It is dynamic and creates memorable moments of truth…
Education paid for with chocolate
Why does everything always need to be so complicated? Have we got so used to living in a high growth, technology driven world that we miss the simple solutions with the potential to drive real change? Last week Nestle announced they will be using an innovative approach to tackle child labour in the chocolate business….