When people think of an ethical company, Patagonia will often come to mind. It takes a minimalist approach to its environment impact with its materials and recycling and reuse policies for instances. It’s also a B Corp organisation, but it’s not alone on this. There’s a growing number of organisations looking to prove their credentials as businesses that care about more than just profit. So is doing good also good business sense?

Coles is launching a new sustainability strategy built around the theme of ‘Together to Zero’, which includes targets to further reduce greenhouse gas emissions, a commitment to 100 per cent renewable electricity and sets a course to net zero greenhouse gas emissions.

Bondi Sands knew the Australian Open (AO) was the best platform to launch its new sunscreen range. “We thought what better way to showcase our sporting products, than at an iconic Australian sporting event,” said Bondi Sands CMO Alexandra Peek.

The circular economy is expected to be worth $4.5 trillion by 2030, according to the World Business Council for Sustainable Development. Transforming the old ‘take, make and waste’ cycle with one that is structured around re-use, recycle and re-design will provide a host of new challenges and opportunities.

A not-for-profit organisation focused on delivering Australia’s first truly sustainable and environmentally conscious funerals has debuted its brand identity and website as it works to secure funding needed to launch.

TPG has launched felix, Australia’s first telco brand to be powered by 100 per cent renewable energy. felix, which is also certified carbon neutral and digital-only, will go live over coming weeks. TPG Telecom CEO, Iñaki Berroeta, said the model is the way of the future.

Leading brands like Alibaba will come to differentiate with ethical marketing to build long-term value off the back of the COVID-19 crisis, according to Forrester.

A partnership with the Foundation for National Parks & Wildlife to restore Australia’s natural habitats and vegetation after the devastating bushfires is just one further step in L’Occitane’s sustainability commitment as a brand and business.

More and more, consumers are looking for brands they can have an emotional connection with, says Kathmandu’s chief customer officer, Eva Barrett. And for the Australia and New Zealand-based outdoor apparel brand and retailer, credibility around sustainability will be key to achieving this as it works to build engagement locally and abroad.

Last September, outdoor adventure apparel and equipment retailer, Kathmandu, turned heads by announcing it had become a certified B Corporation.

Coca-Cola Australia and Coca-Cola Amatil, recently announced that all Coca-Cola soft drink brands bottles (600ml and below) and all water brands (600ml and below) in Australia are produced in 100 per cent recycled plastic bottles.

An elevation of 7-Eleven’s environmental credentials and growing coffee sales are just a few highlight results from the convenience store network’s ongoing efforts to deal with a growing need for sustainable coffee cup recycling.

Expansion of the marketing skillset is one of the most exciting parts of the future of CMOs for former Unilever GM and marketer, Paul Connell.

Imitation might be the greatest form of flattery, but for business entrepreneur, David Freeman, it is also vindication of his plan and a reassuring reminder the issues that matter so much to him are becoming more mainstream.

​Sheridan has committed to new sustainability model and campaign, in an effort to address the more conscious consumer.

​World Wildlife Fund (WWF) is challenging creative marketers to change the course of history with the launch of Project Extraordinary, which will see the winning creative agency featured at a UN Summit, and three agencies featured at Cannes.

Big brands spend millions on branding, packaging and marketing their wares. Yet when empty plastic bottles and bags end up scattered along beaches and parks, all that brand equity looks like nothing more than garbage.

It’s challenging to find innovative ways to stand out, but it’s even harder to make your purpose-led brand message heard through all the noise. Speaking at the Sustainable Brands Event 2016 in Sydney, four leading brand experts discussed their tried and tested strategies to better position their purpose-led companies to get the right response from customers.

The rising trend of sustainable corporate practises and eco-friendly business models are changing the way businesses communicate with customers, but is the message getting across?

Brands with purpose are surfacing as champions of customer engagement and sustainable success, but many others are still making costly marketing mistakes.

Trying to ensure your sustainable brand message is heard in a heavily competitive marketplace means finding innovative and creative ways to engage customers. Kellogg’s digital marketing team has recently been on overdrive to succeed.