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Prove Your Purpose

Research & Insights  -  Prove Your Purpose Blog

February 24, 2017   Vol. 121, No. 4
WHAT WE'RE TRACKING

This year, we have seen an undeniable shift in what companies communicate to consumers. An increasing number of brands are choosing to amplify their commitment to company values and promote diversity and acceptance. The beauty industry especially is dedicated to breaking stereotypes and creating inclusive campaigns that encourage consumers to fearlessly express their true selves, regardless of gender, race, or religion. This week, one of the biggest names in beauty took a stand and revealed their own plan to foster acceptance.

L'Oréal has teamed up with The Prince's Trust to launch their ‘All Worth It' campaign in an effort to boost self-worth among young people in the U.K. after a study by The Prince's Trust revealed that one in three young people say they don't believe in themselves. The program will consist of four modules that address issues such as body language, communication, employability and relationships, and an e-mentorship program that will help 10,000 young people by connecting them with e-mentors who can provide online advice and support. The ‘All Worth It' initiative will also include a series of short films featuring Dame Helen Mirren, Cheryl Fernandez-Versini, Katie Piper, Marcus Butler, Louisa Johnson, and 10 other L'Oréal Paris ambassadors each sharing stories of their own journey to self-acceptance. But perhaps the most notable element of the new campaign is that the beauty brand has chosen to change their famed slogan from ‘Because you're worth it' to ‘We are all worth it' to further reflect their values and commitment to the issue. L'Oréal's U.K. brand manager explains the bold move, “It's not so much about changing the slogan but [the actions] we do behind it. The partnership is going to be a three-year relationship. We are in this for the long term."

While most companies' approaches towards showcasing values may include one bold 60 second ad or moment-in-time activation, L'Oréal's decision to alter their slogan goes beyond simply promoting company values - its year-long commitment to the new, inclusive slogan undeniably ties the effort into the company's core identity and defines who they are as a brand. 


SOCIAL IMPACT

Eat This Peanut Butter, Help Save A Child's Life (Fast Co.Exist)
For every jar purchased, Good Spread—a one-to-one giving startup—will donate a therapeutic food packet to a malnourished refugee child from South Sudan.

Ikea Lab Releases Free Designs For A Garden Sphere That Feeds A Neighborhood (Huffington Post)
This week Space10, an Ikea lab for futuristic, solutions-oriented designs, released open source plans for The Growroom, a large, multi-tiered spherical garden designed to sustainably grow enough food for an entire neighborhood.

Booking.com Launches New Accelerator Program to Scale Sustainable Tourism (Sustainable Brands)
Travel platform Booking.com is making moves to drive the tourism industry towards a more sustainable model with the launch of a new accelerator program, Booking.com Booster. 

Behind the Scenes of Mark Zuckerberg’s Manifesto (Backchannel)
Humanity is in trouble. Facebook’s CEO explains how he plans to fix it. 

Nike's Celebration of Middle Eastern Athletes is Bold and Brave (Vogue)
Sportswear giant Nike has launched a culturally rich, empowering campaign that pays homage to Middle Eastern athletes and explores the challenges young Arab women aspiring to a professional sporting career may face.

Procter & Gamble to sharpen focus on gender equality (Business Standard) 
Leading global consumer products company Procter & Gamble today said it will expand its supplier base and sourcing from women in its move to support gender equality globally. 

SUSTAINABLE BUSINESS PRACTICES

Drop by drop, businesses fill the well of 'unlimited water' (Green Biz)
The World Economic Forum's 2015 global risk report ranks "water crises" as the top societal risk to the global economy, ahead of infectious disease, weapons of mass destruction and cross-border conflict. 

Kashi Doubles Down On Transitional Organic Agriculture (Triple Pundit)
Demand for organic food continues to grow at a robust rate, a trend driven largely by young consumers. However, less than 1 percent of all American farmland is certified organic. 

The First 100% Recyclable Carpets Are Here (Fast Co.Exist)
Traditional carpets take up the second-largest amount of U.S. landfill space. Now the Airo—a full reinvention of how carpets are constructed—means they can be a circular economy.

Dell Packaging Made From Recycled Ocean Plastics, an IT Industry First (Environmental Leader)
Dell is the latest company to turn ocean plastics into new products and packaging as businesses increasingly address the problem of plastic waste — and see potential in creating circular supply chains and using recycled materials.

PepsiCo: We expect suppliers to share our values (Green Biz)
PepsiCo's 10-year-old sustainable business philosophy, Performance with Purpose, is embedded deeply into its workplace culture — so deeply, that it’s part of the "code of conduct" that must be signed and upheld by every employee.

Trending: New Tech Breakthroughs Design Impacts Out of Everyday Products (Sustainable Brands)
While recycling most certainly plays an important role in the shift to the development of a more circular, sustainable economy, it largely focuses on a product or material’s end of life. 

HP Pledges to Slash Emissions 25 Percent by 2025 (Triple Pundit)
HP will adopt what it describes as a significant plan to reduce greenhouse gas emissions by 25 percent from 2015 levels by 2025.

Ink-free rewritable paper can be used 80 times (Springwise)
A process developed by researchers in China and California uses UV light to print on reusable, specially coated paper, helping to drastically reduce waste.

NONPROFIT MARKETING

All Those Donations Are Giving The ACLU And Planned Parenthood Room To Experiment (Fast Company)
Since November, the ACLU and Planned Parenthood have seen their support skyrocket. Now, they're adopting new grassroots strategies.

Millennial Donors Want Transparency From You (The Non Profit Times)
Reaching out to the largest generation in history is worth your effort, but first you must appreciate their values — especially transparency — according to a marketing executive who recently addressed a national nonprofit’s annual conference.

How One Fundraiser Has Forged Relationships With Financial Advisers — and Scored Big Gifts (The Chronicle of Philanthropy*)
Cynthia Krause has brought in some big gifts to the Baylor Health Care System Foundation through the connections she’s fostered with wealth advisers and their clients.

Building An Iranian App Ecosystem That Promotes Business And Pushes Boundaries (Fast Company)
Apps for podcasting, tracking ovulation, and finding a lawyer extend a nonprofit's mission of supporting democracy in Iran.

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This newsletter represents a brief, weekly update of the most pertinent news articles and trending information collected from major daily papers, trade publications, newsletters and other sources.  Just click on the headline to be taken directly to the full article and source.  (Some require a free or paid subscription.) In order to protect the integrity of each article, we do not edit materials that are reprinted in this newsletter. We hope you enjoy the recap of this content and our insight of the week, but please note that the articles and information contained within this newsletter are intended to be informative and are not necessarily representative of Cone’s point of view.

   

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