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Everything you learned about communications is wrong when it comes to sustainability
People are getting better at spotting greenwashing. So why aren’t brands getting better at avoiding it? Communicating sustainability is an increasingly complex challenge. And the messaging bull's-eye is constantly moving due to a variety of factors, from ever-evolving sustainability language (that resonates or alienates) to ever-evolving laws and regulations.
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From Mystery to Message
Almost everyone in the U.S. thinks recycling helps the environment – and most say that recycling helps them feel better about what they buy. This has long been a boon for brands, as it has given consumers a guilt-free card to buy more. But this belief is changing. Americans are increasingly confused about recycling and they’re losing faith in the recycling system overall. In their confusion, who do people hold responsible? The answer: companies. The good news is talking about packaging recyclability can positively impact your brand. Plus, it can bring about a surprising benefit for us all. Read our latest report.
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Electrification, Inc.
If we want to create a low-carbon future, we’ll all need to migrate from fueling our lives with natural gas to using electricity instead. We’ll have to start using electric heat pumps, stoves, ovens and water heaters for our daily needs. That sounds easy…but people are pretty attached to the way they’ve always done things. So how do we get people to make the shift? Read our latest report.
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Cultures, Countries & Your Sustainability Story
Our annual Eco Pulse® study has gone global. We surveyed people in 12 countries to better understand how they conceptualize an eco-friendly person — and what that means for companies’ sustainability communications. Our latest free report reveals how local cultural values connect to local sustainability concerns and provides specific communications guidance for brands operating and/or selling in countries around the globe. Hint: Multi-national brands, you don’t want to miss your opportunity to connect on a...
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The Buzz On Buzzwords
Our latest research shows that Americans are becoming more engaged when it comes to sustainability; at the same time, their skepticism around certain words and phrases is growing. This means that for brands to connect with their ideal audience, build trust and remain competitive, attention to language is critical. Find out what Americans think about sustainability, what different “green” words mean to them and how they interpret and respond to the jargon you may be...
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What is home?
Our latest research shows that Americans are becoming more engaged when it comes to sustainability; at the same time, their skepticism around certain words and phrases is growing. This means that for brands to connect with their ideal audience, build trust and remain competitive, attention to language is critical. Find out what Americans think about sustainability, what different “green” words mean to them and how they interpret and respond to the jargon you may be...
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The Good Company Report
Americans are putting their wallets where their values are. They buy brands (or those brands’ competitors) based not just on corporate behavior, but on how that behavior is perceived. Everyone has a voice today, and the court of public opinion never rests. Just as your good deeds are a great way to earn consumers’ loyalty, your missteps can lose their favor even faster. So how do you protect your bottom line and safeguard your reputation,...
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Shoptivism: Why Some Consumers Are Opting In & Out of Today’s Brands (and how you can connect them to your brand)
Sustainability is now mainstream and it’s affecting purchase behavior. Every year we ask Americans if they’ve ever intentionally purchased or not purchased a product or service based on the social or environmental record of the manufacturer. We then ask everyone who says “yes” to name the brand. Those who say “yes” and can give an example of a brand unaided? We call them shoptivists. But who are these “shoptivists?” Our latest report answers this question...
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EVs and Gen Z: The Road Ahead
The number of Americans interested in buying EVs is definitely growing. But will Gen Z end up choosing EVs, or will they leapfrog right over them? Our latest report spotlights the opportunities for utilities, brands and cities to overcome persistent barriers to buying EVs, and then explores what Gen Z’s coming of age means for EVs.
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Eco Pulse® 2019 Special Report: A Period of Change
Once upon a time, feminine hygiene was a topic simply not mentioned in polite society – and options were limited to an aisle of single-use products.
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Brands & Stands: Social purpose is the new black
How do consumers feel about companies standing up for a social purpose? Good – if you go about it the right way.
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What the Community Solar Customer Wants
What will it take to make solar power accessible for everyday Americans? Our new report will give you the data and insights you need to market community solar successfully.
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Field Guide: B2B PULSE® 2016 Special Report
Our 2016 B2B PULSE® surveyed over 500 business decision makers to discover what’s driving their decisions and the importance they place on supplier sustainability and green product features.
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Millennial Pulse 2017
What are Millennials' thoughts when it comes to sustainability? We explore their feelings, habits and actions when it comes to sustainability.
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Getting Your Company to the Front of the Pack
Learn the stages of corporate sustainability development – from creating an initial strategy to companywide plan execution – and see how your business stacks up against others.
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Waking the Sleeping Giant: What Middle America knows about plastic waste and how they’re taking action
Consumers care about the problem of plastic waste more than ever – more than climate change, in fact, our research reveals. Now is the time for brands to create solutions and tell their stories before the sleeping giant awakens.
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Eco Pulse® 2017 Special Report: United We Understand
Discover the words and ideas that unite. We uncover the sustainability terms that Americans agree on, regardless of their political affiliation.
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Seeing into the Future: Leveraging fringe consumer insights to build a sustainable brand in a post-Covid world
When a crisis like Covid-19 hits, ideas held by fringe consumers often flood into the mainstream. Those once-fringe ideas won’t just evaporate. They’ll shape how your company builds resilient relationships. See how.
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Energy Pulse® 2016 Special Report: Playing the Planet Card
In the past few years, energy efficiency programs have stalled and messaging has stagnated. Discussing potential savings is not enough - learn the latest strategies.
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Green Buzzwords: The Online Search Edition
Our recent research established which green buzzwords were effective in communicating with consumers. Now, we’re taking that data one step further with a new special report on green SEO.
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Green Buzzwords in the Built Environment: The Online Search Edition
Are Americans searching for the green building buzzwords you’re using – and which words are performing the best? We test our “Big 3” buzzwords, plus 11 building industry keywords.