Navigating this new world of for-purpose consumers requires marketers to start thinking more like activists and less like marketers, says co-founder of Activista LA, Beto Fernandez.

As the world celebrates Earth Day on 22 April 2022, CMO took a look at some of the ways Australian and global brands are embracing the spirit of the movement in campaigns and experiential activations.

Like many other manufacturers, Miele has noted these initiatives are becoming more important to consumers. But according to Miele executive director for marketing and sales, Axel Kniehl, for the company to achieve its full sustainability ambitions, it must embrace the idea that responsibility continues long after its goods have left the warehouse.

Care, delight and range are the three propositions driving Winning Group’s latest online retail offering, Andoo, its chief marketing officer says.

Three out of four Australians can’t name a brand they believe is helping improve social or environmental issues and 86 per cent are sceptical about claims businesses are making on either front, a new report has found.

Brands need to get over “perfection paralysis” and just start getting on with the job of addressing sustainability if they want to rise up and meet the expectations of their consumers.

As we wave goodbye to the year that was 2021, CMO presents our top 21 stories of the year across CMO Australia based on audience engagement.

“I’m a political campaigner, a political strategist and a justice reform activist,” says R/GA global CMO, Ashish Prashar.

Amid the recent flurry of brands promoting carbon offsets, recycling programs and other sustainability initiatives, there is another, much more fundamental issue hiding in plain sight. If the purpose of marketing is to influence people to consume a product or service, then isn’t marketing itself one of the key causes of the environmental degradation so many brands are now working against?

Sisters Chloe and Olivia Brookman, who had dreamed of creating something magical together since they were children, founded Olli Ella in 2010 with the goal of creating homewares, toys and apparel in a sustainable, environmentally conscious way.

A new research paper by Forethought advisory is encouraging marketers to leave environmental, social and governance messaging and stories to the corporate affairs or PR teams and focus instead on attributes truly driving consumer brand choice.

Five years ago, Havaianas Australia general manager, Tom Nolan, would have said maybe one out of 10 of the people calling into his company’s contact centre would have been asking about recycling the company’s iconic rubber footwear.

Thankful, a social impact organisation devised by Australian marketing and advertising entrepreneurs, Kim McDonnell and Mike Chuter, is making its local debut as it works to encourage brands and organisations to help address the world’s biggest systemic challenges.

​Formals and special occasions once had the mandate on fashion hire but everyday fashion basics are edging into this niche market, partly because customers are worrying about fashion’s environmental impact and partly because people like to try before they buy

Any business that has been around for more than 100 years must know a thing or two about being sustainable, at least in the traditional sense of the world.

Organisations looking to invest in corporate social responsibility (CSR) – and the positive corporate culture and image it encourages – should look for charities which plan their own closure, according to one of this year’s Pro Bono Australia’s Impact 25 winners.

The Lion’s Share has made its official debut in Australia and is calling on local brands to get behind its vision to support animal welfare and biodiversity through their advertising work.

Highlighting both its sustainability and Australian-made credentials locally and globally has seen 50-year-old Nerada Tea overhaul its visual brand identity and kick off a new marketing program.

Sustainability isn’t a new phenomenon, but the acceleration of social and cultural conscience over the past year has seen it increasingly become an actionable goal for organisations. Here, we explore how CMOs are driving the sustainability agenda

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.