Core Impact - Purpose-Driven Branding and Marketing

Low prices and bad quality are a race to the bottom. 50 college students just named Shein, Temu, and Forever 21 as the most unsustainable brands when I guest lectured at Miami University Farmer School of Business last week. What's notable is that it's not just unsustainable environmentally. It's also financial. Forever 21 just announced it's filing for bankruptcy, citing Shein and Temu as the cause of its demise. I also asked students which brands they consider the most sustainable. Perhaps unsurprisingly, Patagonia was ranked first. But what I find most interesting is that all these brands are in the same category: fashion. Students (and the general public) aren't categorically rejecting an industry because of its business model. The lesson: no matter how "bad" a category might be, there is always an opportunity to make positive improvements. - Better supply chains - Longer lasting performance - Advocacy for change within your industry Finding the big or small steps is not only better for the planet, but also the bottom line. Thanks to Robert Dahlstrom for the opportunity to lecture on Sustainable Marketing to his students!

Are microplastics bad for human health? Here’s a quick synopsis of Andrew Huberman’s recent Microplastics episode [link in comments], which provides a balanced view IMO. Plus my take on what it means for businesses. CASE AGAINST MICROPLASTICS: ? There are increasing levels of microplastics and nanoplastics in the air, water, soil and EVERY tissue in our bodies (including brain and reproductive organs). ? There are lots of correlative studies between microplastics and negative cellular health and organ health. ? [Note: This episode does not cover the evidence of harmful effects to wildlife and environment, which are even more conclusive.] CASE FOR MICROPLASTICS: ? No causal data (yet) linking microplastics to specific diseases. ? Data is conflicting (often an issue with scientific studies or any topic). ? They're everywhere and provide useful functionality. Clearly, the defense of microplastics is weak, so it will come down to how essential and irreplaceable is the functionality. So what does this mean for businesses and brands? Aside from the legislative interventions, there is a growing consumer dislike of microplastics. Because this is not just an environmental concern but a human health issue, I think we will see this topic generate broader levels of interest among general consumers than most sustainability issues. Huberman calls out numerous specific brands and categories as having very high levels of microplastics - Topo Chico, canned soup (Campbell’s) bottled water, apparel, and sea salt, among others. The opportunity and necessity for brands is to understand their current contribution to this issue, assess their risk, and explore viable alternatives.?"We don't know if they're bad yet" is not a good corporate defense. Marketing and communications on this topic can’t be based on superficial data and lip-service to the issue. Rather, it needs to be grounded in real science and a commitment to be part of the solution, not to defend the status quo. What's your perspective? How should businesses be navigating this issue? #Microplastics #Sustainability #Marketing