Cause Marketing Halo Awards: Social Impact To Build A Better World And Bottom Line

17 02 2016



The 2016 Cause Marketing Halo Awards announced its 42 finalists of programs designed to yield both social and financial dividends.  The Gold and Service winners in each of ten categories will be announced at the at the 2016 Cause Marketing Forum Annual Conference in Chicago June 1-2, 2016.




More than 100 entries were received in the Cause Marketing Forum’s competition for North American programs designed to yield social and financial dividends.

Programs named finalists in multiple categories include

  • Bank of America’s “Pass the Flame” campaign with Special Olympics promoting inclusion of people with intellectual disabilities in sports and in life;
  • Think it Up’ Staples/ partnership supporting student-powered, teacher-led projects in classrooms across the country;
  • Gateways and Getaways’, a bird- and flight-centric education program for New York families from JetBlue and the Wildlife Conservation Society;
  • Dementia-Friendly Massachusetts’ which Senior Living Residences developed to help people better understand the challenges of living with dementia;
  • #Unlimited’ a tween-targeted back to school program from Old Navy and Boys & Girls Clubs of America to support summer programming for kids.

The Halo Awards will highlight many of the most innovative programs that companies and causes took at the intersection of profit and purpose last year. Some examples include:

  • A video game marathon that raised funds to put veterans back to work.
  • An app that helps autistic children make social and emotional connections.
  • Canvas shoes turned into artwork to support high school arts programs.
  • “Thumb Socks” that help persuade teens from texting and

With the proliferation of cause campaigns reaching consumers each day, the Cause Marketing Halo Awards are designed to bring clarity, innovation and best practices to light.

About the Cause Marketing Forum

Now in their fourteenth year, the Cause Marketing Halo Awards are North America’s highest honor in the field of cause marketing. They are presented to US and Canadian companies by the Cause Marketing Forum, a company dedicated to providing business and nonprofit executives with the practical information and connections they need to succeed.

All Halo finalists can be seen online at:

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New Survey: Only 10% of Americans trust business to behave ethically.

17 09 2015

96 percent of Americans believe it is important for companies to ensure their employees behave ethically but only 10 percent have trust and confidence in major companies to do what is right.


Pharmaceuticals and health insurance were viewed to be the least trustworthy industries. The most trustworthy were thought to be manufacturing, technology and large retailing.

Princeton Survey Research Associates International’s 2015 Public Affairs Pulse survey polled 1,600 Americans on their attitudes about corporate behavior, big business and small business, the trustworthiness of companies and industries, levels of regulation, and lobbying and politics. The study found the vast majority of the public expects the business sector to think beyond profits and be valuable components of society.

Other interesting findings include:

  • More than nine in 10 Americans say businesses need to protect the environment, including 76 percent who feel it is very important that businesses limit their environmental damage.
  • 88 percent believe companies should contribute to charities
  • 85 percent believe they should take a leadership role in helping society in ways that go beyond their business operations
  • 39 percent believe it is very important that businesses take more responsibility in helping the government solve problems.

How can companies communicate what they’re doing for these causes? Social media is reportedly the best way that companies can communicate what they are doing for social causes, with 45 percent calling it very effective and 38 percent calling it somewhat effective. Not surprisingly, those under 50 years old were more strongly in favor of social media communication than those over 50.

Only 15 percent say social media has a significant influence on their opinions, while almost 40 percent say it does not influence their opinion at all. Personal experiences as a customer or employee of a major company were the top factors influencing people’s opinions of a business.

Access more of the Princeton Survey here.


TetraPak: Most U.S. Consumers Would Choose Renewable Packaging to Help Mitigate Climate Change

17 08 2015



A new survey suggests U.S. consumers are largely unaware of the severity of global resource scarcity, but their choice of packaging would be impacted if they had readily available information on how renewable materials mitigate climate change.

Tetra Pak and the Global Footprint Network conducted a survey of 1,000 U.S. consumers about their grocery spending habits. An overwhelming 86 percent agreed that if they knew the use of renewable packaging contributed to reducing carbon emissions, it would impact their choice of packaging. Women were particularly motivated to choose renewable packaging options based on this knowledge: 90 percent of females said they would modify their purchasing habits while 77 percent of men did.

According to TetraPak, consumers indicated that they are ready to be held as accountable as government and industry for climate change, and they are ready to support actions to mitigate its harmful effects. While 81 percent of respondents said that no one group is responsible for addressing natural resource constraints, the majority also believes that no single group is doing enough.

“Our survey confirms our belief that with information and education, consumers will respond favorably to the need to pay closer attention to resource challenges and change their individual actions, including making more environmentally responsible decisions around packaging,” said Elizabeth Comere, Director of Environment & Government Affairs for Tetra Pak US and Canada.

The survey also asked respondents about specific actions they would be willing to take to conserve natural resources. The top three responses were:

  • buying local grown food as much as possible (75 percent)
  • only buying as much food as a household was going to consume (72 percent)
  • seeking out food or beverage products that come in renewable packaging (69 percent).

Daily purchasing choices can make a difference, said Mathis Wackernagel, president and co-founder of Global Footprint Network.

“How we meet our basic needs — including food — is a powerful way to shape sustainability. Eating food from local sources and less emphasis on animal-based diets can lower the Ecological Footprint,” he said. “When we buy packaged foods, opting for packaging made from renewable materials also contributes to a lower Ecological Footprint.”

These findings coincide with Earth Overshoot Day, an indicator of when humanity has used up nature’s ‘budget’ for the entire year. Global Footprint Network announced Wednesdaythat we have overshot faster than ever: Overshoot Day moved from early October in 2000 to August 13th this year.

This survey follows Tetra Pak’s launch of the first carton made entirely from renewable packaging materials last year, and is the latest evidence that consumers desire more sustainable packaging options.


Original article from Sustainable Brands

Timberland Tires: A Brand With An End Game in Mind

4 11 2014

Timberland’s partnership with Omni United will create co-branded automotive tires specifically designed to be recycled into footwear outsoles when their road journey is complete.



Timberland Tires

According to a joint press announcement, Timberland and Omni United first conceived this partnership three years ago, when sustainability leaders from both brands came together to address a longstanding shared concern. The tire and footwear industries are two of the largest users of virgin rubber. The majority of tires on the market today have a limited life span; ecologically-sound disposal at the end of that life span presents yet another challenge.

In a statement, Stewart Whitney, president of Timberland said,  “Our partnership with Omni United marks a new day for the tire and footwear industries.  An outdoor lifestyle brand and an automotive industry leader may, at first blush, seem unlikely partners – yet our shared values have given birth to tires that express a lifestyle, deliver performance and safety, and prove that sustainability can be so much more than a theory. It’s this kind of cross-industry collaboration that’s fueling real change and innovation in the marketplace.”

G.S. Sareen, president and CEO of Omni United said,  “Omni United and Timberland are taking an entirely different view of sustainability by designing Timberland Tires for a second life from the outset. That is one of the reasons why establishing a take-back and recycling program before the first tire is sold – and choosing an appropriate rubber formulation for recycling the tires into footwear – is so critical.  Our intent is to capture every worn Timberland Tire and recycle it for a second life, so none is used as fuel or ends up in a landfill.”

To bring the tire-to-shoe continuum to life, Timberland and Omni United have established an industry-first tire return/chain of custody process, to ensure the tires go directly to dedicated North American recycling facilities to begin their path toward a second life as part of a Timberland® product. Key steps include:

  • Tire retailers will set aside used Timberland Tires for recycling after consumers purchase new tires to replace their worn out tires.
  • Omni United is partnering with Liberty Tire Recycling and its network of tire collection and recycling firms to sort and segregate the Timberland Tires at the companies’ facilities.
  • The used tires will be shipped to a North American tire recycling facility where they will be recycled into crumb rubber.
  • The crumb rubber will be processed further into sheet rubber for shipment to Timberland outsole manufacturers.
  • The rubber will be mixed into a Timberland-approved compound for outsoles that will ultimately be incorporated into Timberland® boots and shoes. This blended compound will meet the company’s exacting standards for quality and performance, as well as its stringent compliance standards.

Timberland Tires will be sold initially in the United States at leading national and regional tire retailers, as well as online through a state-of-the-art e-commerce platform.

For more information about Timberland Tires, visit

Cause Driven Social Campaigns More Effective Than Brand Stories.

21 10 2014


New research released in London this week points to the effectiveness of cause driven social campaigns activated by brands – showing superior business results than traditional brand communication stories, especially in social media.

In the report, Seriously Social by marketing consultant Peter Field, research indicates that not only were cause-driven campaigns better at delivering business effects — they also generated greater numbers of brand effects once the non-profits were removed from the equation.

Field analysed case studies from the Warc Prize for Social Strategy – a global competition for examples of social ideas that drive business results – defined social strategy as any activity designed to generate participation, conversation, sharing or advocacy.

“Cause-driven campaigns are more strongly associated with business effects,” Field stated, a finding that became even clearer when stripping non-profit campaigns out of the calculation.

Field was able to compare the impact of campaigns that associated a brand with a good cause, with the impact of those that built a story around a brand.
He found that media usage for cause-driven campaigns was more strongly focused on online, WOM/earned media and traditional advertising channels (excluding TV). Brand story campaigns, in contrast, made wider use of media channels and, as they were more likely to be short-term campaigns, included much more activation.

These patterns had an impact on subsequent effectiveness.  The business effectiveness of cause driven-campaigns was found to increase markedly over time, whereas that of brand story campaigns did not.

“Again, this is a reflection of the short-term outlook of the latter group,” Field said, who suggested that conclusions about effectiveness drawn over a period of less than six months would underplay the true strength of cause-driven campaigns.

Source:  WARC

WHO: 1 in 8 Global Deaths Linked To Air Pollution

8 04 2014

The World Health Organization reports that in 2012 around 7 million people died – one in eight of total global deaths – as a result of air pollution exposure.  This finding more than doubles previous estimates and confirms that air pollution is now the world’s largest single environmental health risk.


Reducing air pollution could save millions of lives.

The new data reveal a strong link between air pollution exposure and cardiovascular diseases and cancer.  The new estimates are not only based on more knowledge about the diseases caused by air pollution, but also upon better assessment of human exposure to air pollutants through the use of improved measurements and technology. This has enabled scientists to make a more detailed analysis of health risks from a wider demographic spread that now includes rural as well as urban areas.

“Cleaning up the air we breathe prevents non-communicable diseases as well as reduces disease risks among women and vulnerable groups, including children and the elderly,” says Dr Flavia Bustreo, WHO Assistant Director-General Family, Women and Children’s Health. “Poor women and children pay a heavy price from indoor air pollution since they spend more time at home breathing in smoke and soot from leaky coal and wood cook stoves.”

“The risks from air pollution are now far greater than previously thought or understood, particularly for heart disease and strokes,” says Dr Maria Neira, Director of WHO’s Department for Public Health, Environmental and Social Determinants of Health. “Few risks have a greater impact on global health today than air pollution; the evidence signals the need for concerted action to clean up the air we all breathe.”

After analysing the risk factors and taking into account revisions in methodology, WHO estimates indoor air pollution was linked to 4.3 million deaths in 2012 in households cooking over coal, wood and biomass stoves. The new estimate is explained by better information about pollution exposures among the estimated 2.9 billion people living in homes using wood, coal or dung as their primary cooking fuel, as well as evidence about air pollution’s role in the development of cardiovascular and respiratory diseases, and cancers.

In the case of outdoor air pollution, WHO estimates there were 3.7 million deaths in 2012 from urban and rural sources worldwide.

Many people are exposed to both indoor and outdoor air pollution. Due to this overlap, mortality attributed to the two sources cannot simply be added together, hence the total estimate of around 7 million deaths in 2012.

“Excessive air pollution is often a by-product of unsustainable policies in sectors such as transport, energy, waste management and industry. In most cases, healthier strategies will also be more economical in the long term due to health-care cost savings as well as climate gains,” says Dr Carlos Dora, WHO Coordinator for Public Health, Environmental and Social Determinants of Health. “WHO and health sectors have a unique role in translating scientific evidence on air pollution into policies that can deliver impact and improvements that will save lives.”

Brandkarma: A new Global Reputation System for Brands

7 03 2014

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“Brands often fall short of their potential to do good – reputation without responsibility. Brandkarma will change that.”

Upendra Shardanand, founder Daylife

Welcome – the first social community that will rate and review brands ability to do good in the world.

Consumer research has repeatedly demonstrated that people expect businesses to operate responsibly and to contribute to positive change in the world.  Many people say that if brands fail to operate responsibly, they will stop purchasing the products that the brand provides. was launched to empower consumers to better translate those beliefs into action. allows consumers to see brands holistically – not only the quality of their products but the brand behaviors toward their employees, their community and the planet at large.

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visit brand here