When it Comes to Making Sustainable Choices, What Triggers Change?

Posted by Shaina Kaye on April 16, 2021 at 9:56 AM

To say that a lot is happening in the world to inspire change right now would be an understatement: a call for social justice, an all-out last-ditch effort to gain a sense of normalcy back from the hands of COVID-19, and more momentum than ever before to take action against the effects of climate change and reverse the impact of centuries of environmental damage caused by waste generation, overconsumption, and rampant pollution. 

All around us, we are seeing change happen on a massive scale. But if there’s one thing we know from years of working to trigger individual behavior change, it’s that small choices add up to create impact over time. Choosing to use reusable bags over plastic, switching out a fossil fuel heating system for an electric heat pump, opting to compost instead of trashing food waste, taking the first step to learn about community solar, or even making the effort to purchase clean beauty products over those with potentially harmful and toxic ingredients… all of these choices add up in the long run, even if, at the most individual level, it doesn’t seem like that big of a deal.

Read More

Topics: Customer-Centric Marketing, B Corporation, Research, Climate Change, Sustainability Marketing, Marketing Strategy and Best Practices, Climate and Social Justice

Messaging Your Mission, Part Two: The How

Posted by Shaina Kaye on March 18, 2021 at 11:14 AM

Last week we introduced the topic of pushing past fear to authentically and clearly communicate your brand’s values, discussing the power that fear holds over us and why, in actuality, fear is a liar. This week, we’re continuing the conversation, taking a deep dive into the “how” of pushing past fear to effectively message your brand’s mission.

Read More

Topics: B Corporation, Climate Change, Branding and Brand Value, Sustainability Marketing, Marketing Strategy and Best Practices, Climate and Social Justice

Creative Showcase: Spreading the Word About Hunger

Posted by Shaina Kaye on February 16, 2021 at 2:33 PM

In Vermont, nearly 30 percent of residents have experienced food insecurity since the start of the pandemic – up from one in 10 pre-pandemic – but they aren’t seeking public assistance. Many people either don’t know they qualify for help or are struggling to get past the stigma of asking for it. 

Read More

Topics: Customer-Centric Marketing, Creative, Vermont, Media Strategy and Best Practices, Marketing Strategy and Best Practices

Three Things to Keep In Mind for the 2020 Holiday Season, Part Three

Posted by Shaina Kaye on November 12, 2020 at 11:50 AM

We kicked off this three-part series a few weeks back, diving into the importance of brands approaching the 2020 holiday season with a clear focus on reality. We then turned our attention to the value of flexibility in brands’ marketing strategies as a way to better serve and support current and future customers in the months ahead.  

This week, we’re concluding the series with one final consideration for brands that are planning, fine-tuning and executing their holiday strategies: incorporating personalization into the holiday shopping experience. 

Read More

Topics: Customer-Centric Marketing, Innovation, Content Marketing, Branding and Brand Value, Creative, D2C, Marketing Strategy and Best Practices

Three Things to Keep In Mind for the 2020 Holiday Season, Part Two

Posted by Shaina Kaye on October 30, 2020 at 10:36 AM

Recently we shared the first post in our three-part series highlighting a few considerations brands of all shapes and sizes should focus on to better serve and support current and future customers in the months ahead.  

Read More

Topics: Customer-Centric Marketing, Innovation, Content Marketing, Branding and Brand Value, Creative, D2C, Marketing Strategy and Best Practices

Three Things to Keep In Mind for the 2020 Holiday Season, Part One.

Posted by Shaina Kaye on October 15, 2020 at 2:48 PM

No matter how blurry the concept of time feels these days, the holiday season is inevitably and speedily approaching. In years prior, the impending holiday season would have meant a ramp up in in-store product promotions, email marketing campaigns and an influx of television advertisements. 

Read More

Topics: Customer-Centric Marketing, Innovation, Content Marketing, Branding and Brand Value, Creative, D2C, Marketing Strategy and Best Practices

Creative Showcase: Turning Obstacles into Opportunities for Creative Innovation

Posted by Shaina Kaye on October 1, 2020 at 9:45 AM

As the coronavirus made itself and its effects known to the world, brands were forced to transform marketing plans, adjust operations and pivot strategies on a dime in order to meet current and potential consumers where they were at in a way that felt authentic and timely. And where they were at was in the midst of a pandemic unlike anything anyone had ever seen before.

Read More

Topics: Utility Communications, Innovation, Energy Efficiency, Clean Energy, Content Marketing, Creative, Marketing Strategy and Best Practices

Industry Expert Interview: Paul Lynch, CEO & Founder, Cage Free Productions

Posted by Shaina Kaye on September 18, 2020 at 11:00 AM

For the next installment in our Industry Expert Interview Series, we had the opportunity to sit down with Paul Lynch, the CEO and Founder of Cage Free Productions, a B Corp-certified and 1% For the Planet designated storytelling agency, specializing in video production based out of Santa Barbara, California. Through the unique concept of Human-Centered Production™, the company helps mission-driven individuals and organizations hone in on the power of video and storytelling to catalyze change and solve problems.

Read More

Topics: Industry Expert Interviews, Content Marketing, Creative, Marketing Strategy and Best Practices

Take it from Bill Gates: Content is (Still) King

Posted by Shaina Kaye on September 3, 2020 at 10:00 AM

24 years ago, before the evolution and mass adoption of social media, when blogs were still a novelty and websites were still in relatively primitive states, Bill Gates penned an essay titled “Content is King.” 

Read More

Topics: Utility Communications, Social Media Strategy and Best Practices, Content Marketing, B2B marketing, Marketing Strategy and Best Practices

Customer Experience, Revisited

Posted by Shaina Kaye on July 16, 2020 at 3:25 PM

We’ve said it before, but it bears repeating: you can have a wonderful, purpose-driven mission and a marketing campaign that is creative and perfectly targeted, but if your customer’s experience is lacking everything else is diminished. 

Read More

Topics: Customer-Centric Marketing, Content Marketing, In the News, Marketing Strategy and Best Practices