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July 5, 2012      
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  Sustaining Employee Engagement With Strategic Storytelling
For the second half of the 20th century, outbound marketing evolved alongside radio and television to take advantage of these new media. Inbound marketing (now in its adolescence) on the other hand has evolved to take advantage of the Internet. So, what does either inbound or outbound marketing have to do with activating sustainability and inspiring a consumer's commitment to greener, more ethical companies?
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  ALSO THIS WEEK
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Method, Steelcase Join New Standards Board at Cradle to Cradle
A new Certification Standards Board has been created by the Cradle to Cradle Products Innovation Institute to oversee the development of the Cradle to Cradle product certification protocol. The board is responsible for moving the product certification towards greater transparency and independent third-party verification.
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Toyota, J&J, Honda Ranked Best Global Green Brands
Industries around the world are taking actionable and quantifiable measures to improve both their sustainability performance and their degree of external reporting, according to an annual report by brand consultancy Interbrand. In this year's report, automotive and technology brands dominate the ranking.
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Patagonia Asks Customers to 'Vote the Environment'
Outdoor apparel company Patagonia launched a campaign last week asking customers to register to vote, learn about candidates' environmental records and vote for "the world they want to live in." The company says the Vote the Environment campaign makes it one of the only for-profit businesses to engage in a public campaign that aims to sway its customers' voting towards the most environmentally-minded candidates.
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SC Johnson Wants to Change Consumer Behavior
SC Johnson announced two new efforts focused on encouraging consumers to engage in more sustainable lifestyles. In partnership with Recyclebank, the company is launching the Green Choices Recycling Challenge, which aims to increase curbside recycling in 50 communities across the United States. Simultaneously, the company is beginning a research project studying how to inspire behavior change around sustainable choices.
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