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Prove Your Purpose

Research & Insights  -  Prove Your Purpose Blog

October 28, 2016   Vol. 117, No. 3

Black Friday: a day marked with early store openings, long lines and hefty discounts. It has long been known as the biggest shopping day of the year and according to ShopperTrak’s annual list, 2016 will be no different. Yet in recent years there have been rumblings of change in the retail world. Even USA Today pondered the trajectory of the shopping holiday in an article released this week, asking “Is Black Friday Dead?” Now, one brand is taking an even bigger Black Friday stand in 2016, asking other retailers, nonprofits – even government agencies – to #OptOutside.

REI made a splash in 2015 with its #OptOutside campaign, closing its doors on Black Friday to give employees the day off to enjoy the outdoors while encouraging consumers to do the same. Now, REI is expanding its #OptOutside message, asking “Will You Go Out With Us?” This year, REI is inviting companies, nonprofits and government organizations alike to opt outside, and the response has been dramatic. So far, REI has enlisted 275 organizations to participate including companies like Subaru of America, Google, KEEN and Burton and government agencies such as The National Parks Service and The National Park Foundation. Some organizations are even participating in their own ways. Subaru is reinforcing its commitment to pets by providing a fleet of vehicles and drivers in New York City to take shelter dogs out of their cages and into nature for the day, while Google is partnering with REI to launch a pilot program to support outdoor nonprofits in the Austin and Seattle areas. And consumers can still get in on the action this year by pledging to #OptOutside and posting their outdoor activities to their social media feeds.

Thanks to bold moves from the likes of REI and Patagonia, the ripple effects have expanded well beyond these individual campaigns, and the list of organizations rethinking their approaches to Black Friday and Thanksgiving shopping continues to grow. Here, we see how one brand putting a stake in the ground on an issue can start an entire movement, both sparking and changing the conversation.


Disney, Dole Launch Character-Clad Produce to Promote Healthy Eating (Sustainable Brands)
Disney Consumer Products and Interactive Media (DCPI) and Dole Food Company have announced a co-branded assortment of fresh fruits and vegetables featuring iconic Disney, Pixar, Star Wars, and Marvel characters.

REI Re-Ups #OptOutside For Black Friday (Marketing Daily)
Outdoor retailer REI, which won a pup tent full of awards for its anti-Black Friday campaign last year, is at it again.

Enterprise Rent-A-Car makes $60 million donation (St. Louis Business Journal)
Enterprise Rent-A-Car’s charitable arm is giving $60 million to food banks worldwide in recognition of the company’s 60th anniversary.

How Everyone Profits From a Charitably Minded Ad Campaign (Fast Co.Exist)
In October, the website design and services platform Squarespace unveiled a new ad campaign about its mission.


Food Industry Goes Beyond Looks to Fight Waste (The New York Times**)
Duck-shaped potatoes. Curvy cucumbers. Broken carrots. Some food sellers, after decades of displaying piles of identical, aesthetically pleasing produce, are starting to sell slightly less beautiful – but still tasty – fruits and vegetables.

Why Walmart’s Zero-Waste Goal Includes Suppliers, Sustainable Packaging (Environmental Leader)
Walmart, which has set a goal to achieve zero-waste by 2025, says this target extends beyond the walls of its operations.

5 climate finance topics to watch at COP22 in Marrakech (GreenBiz)
Finance is always a hot topic at the climate negotiations, and this year is no exception. The Paris Agreement is clear that all finance flows — both public and private — must become consistent with a low-emission and climate-resilient development pathway.

Airbnb, SolarCity Partner to Incentivize Members to Switch to Clean Energy (Sustainable Brands)
Airbnb has formed another strategic partnership aimed at increasing the environmental benefits of home sharing: Airbnb and SolarCity, the nation’s largest solar power provider, have joined forces to connect Airbnb hosts and guests with an affordable and sustainable way to power their homes with solar energy.

Diageo, PepsiCo make the connection on food-water risk (GreenBiz)
The food and beverage sector is enormous. It represents 10 percent of global consumer spending and 40 percent of employment worldwide and is slated to grow in the coming decades. Fueling it all is a precious resource we too often take for granted: water.

CDP Climate A List Revealed: Which Firms Lead in Reducing GHG Emissions? (Environmental Leader)
General Motors, Johnson Controls, Apple and Microsoft are among the 193 companies on CDP’s Climate A List 2016, meaning they receive an “A” grade for their actions to mitigate climate change.


Fidelity Charitable Pushes United Way Out of Top Place in Ranking of the 400 U.S. Charities That Raise the Most (The Chronicle of Philanthropy)
Fidelity Charitable Gift Fund, the nonprofit spinoff of big asset-management company Fidelity Investments, knocked United Way Worldwide out of the No. 1 spot in this year’s Philanthropy 400, The Chronicle’s annual ranking of charities that raise the most from private sources.

Making #GivingTuesday Magic in 3 Easy Steps (Network for Good, Nonprofit Marketing Blog)
Mark your calendars. #GivingTuesday is on November 29. In the last few years, this global day of giving has become a golden opportunity for nonprofits to rally their communities, generate interest in their missions, and crush their fundraising goals.

Which country is the most generous in the world? (BBC)
A war-torn state and a country ruled by an oppressive military junta for decades are home to the world's most generous people, research suggests.

The Rise of the Connected Donor: Why Digital Matters More Than Ever (Top Nonprofits)
Today’s donors are very tech savvy. Almost two-thirds of us are now smartphone owners – even the boomer generation has embraced them – and these devices are a primary access point to the online world for many.

Nonprofits That Saw Big Gains in the Philanthropy 400 (The Chronicle of Philanthropy)
How nine nonprofits moved up the ladder in The Chronicle’s annual ranking of the nation’s charities that raised the most from foundations, corporations, and individual donors.

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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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