Rupture Studio的动态

Happy Earth Day!! ?? Today seems the most apt day to introduce myself properly and my new business Consciously Blooming Business I have always greatly valued those who treat our beautiful planet with respect, and personally have held a deep longing for the most holistically organic existence possible - but maintaining hope for overcoming the damage caused has not been easy! It was both a shock and a relief filled moment - much angst was ameliorated and hope was reignited when I learned of the network of companies who were operating with genuine integrity, holistically and rigourosly striving to improve every impact they had, not only the planet but the people they interacted with too! With much research under my belt since their nobility still astounds me! It has been wonderful today scrolling through many of their Earth Day posts - passion, energy and determination emanating through LinkedIn ???? Before last year I was likely an ‘out of reach’ client for many of their products and services, I’d like to open more eyes to what I believe is our best shot at a respectful world. My mission with Consciously Blooming Business (yes it is quite a mouthful:) is To help these conscious companies to grow and reach new audiences. To curate The Conscious Company List - to help connect conscious customers with conscious companies. To champion, raise awareness and celebrate that purpose grows profit, to promote hope and a better, more respectful future. My focus is on companies that align with the four central tenets of Conscious Capitalism (as posited by John Mackey ? and Raj Sisodia in Conscious Capitalism). - Conscious Leadership - Conscious Culture - Stakeholder Business - Purpose grows Profit Or just as importantly, those companies undertaking a BCorp Journey. It has been lovely stepping into this world, I have met so many inspiring changemakers and learnt so much from so many of you here on LinkedIn - thank you! I feel so fully aligned with my mission and finally am ready for Consciously Blooming Business to launch, softly, in May ‘24 - more info coming soon! Have a beautiful Earth Day ?? Feel free to reach out Jess I chose this to repost this article as it so beautifully exemplifies the power of purpose led companies ?? Thanks greatly to all those at Conscious Marketing Movement especially Claudia Guerreiro, Nick Bell and Galadriel, Deanna Roberts, EcoSend, Chris Thair at Play It Green | Certified B Corp, Abi Green from The Conscious Project , Michelle Carvill, Duygu Open, Conscious Capitalism, Inc. Franziska Schaadt , Mehalah Beckett , Kate Lewis ?????? Jennifer Milla, Michael Smith, Verónica Lawson Vilches , Hendrik Jan van Es and Thomas Eckschmidt and Yvonne Smyth - I thought you may be interested, but also it explains why I’ve been so busy - I do hope to catch up asap x - Edited to add Vicky Etherington, The Website Mentor firstly an apology but also pleased to share this with you, and to say a huge thanks!!

The power and impact of brand activism. Gaargi Sarkaar, the founder of RA BRAND CONSULTANT, shares her thoughts on brand activism and how it can make a difference to the brand. #e4m #brandactivism #brand #campaign #positivechange

Athleisure giant lululemon, is under investigation by Canada’s Competition Bureau for deceptive marketing practices. If you’ve seen my other posts, you probably know what this is about—greenwashing. ` Lululemon’s ‘Be Planet’ sustainability campaign from 2020 committed to significant GHG emissions reduction and, “leaned into investments and partnerships to develop sustainable materials that demonstrate our leadership in product innovation and environmental harm reduction." Their 2022 impact report revealed that Scope 3 GHG emissions nearly doubled with little to no explanation or planned solutions. Despite big investment claims and partnering with a start-up to create clothes from recycled nylon and polyester, it’s been reported that a vast majority of their clothing is still made from virgin materials. You may know that companies have no legal obligation to fulfill these promises, so even if the Competition Bureau finds that Lululemon uses deceptive marketing, the fashion giant won’t get slammed with lawsuits or fines. The finding would clear the waters for consumers—helping people like you and me become more conscious of what we buy. Shoutout to Stand.earth for their work in bringing this issue to the front of my attention and the attention of Canada’s Competition Bureau.?

Creating a brand I came across a video by a YouTube channel called The Futur titled, "Beat the competition," and here is what I've learned; 1. Be anti something. A strong brand is associated with what they are against. An example of Patagonia was given. They are all about sustainability, so they are anti fast fashion. 2. Be a facilitator. Help people arrive at what they want. True, cognitive dissonance can arise if they are met with information that conflict with their beliefs. It is important to be neutral without being too passive when dealing with customers. 3. Do not advertise what you want/ do but what they want. An example can be that instead of saying "I'm a brand consultant," you can rephrase it to "I help businesses tell their stories." 4. Be transparent. If you're building a personal brand, vulnerability is key. People want to relate to you, tell stories about both the good and the bad. Add ons: ? Don't be a jack of all trades, but be a master of one. It is important to focus on *finding your why* and executing it. #brand

Who says you can't change the world one product at a time? These brands are proving otherwise ! In a world where social impact matters more than ever, it's inspiring to see brands stepping up and making a difference. From eco-friendly initiatives to community outreach programs, these brands are not just selling products—they're changing lives. Take Patagonia, for example. They're not just about outdoor gear; they're on a mission to save the planet. Their commitment to sustainability and environmental activism sets them apart in the retail world. And how about Toms? With their 'One for One' model, they're not just selling shoes; they're providing footwear to those in need. Talk about walking the walk. These brands prove that purpose-driven branding isn't just good for society—it's good for business too. By aligning values with action, they're building stronger connections with consumers and making a real impact in the world. So, here's to brands that are making waves and making a difference! Let's raise a glass (or a reusable water bottle) to purpose-driven branding. #BrandingForGood #SocialImpact #PurposeDriven #ImpactfulBrands #SustainableBranding

The brands that scale beyond $10M aren't just solving problems. They're creating emotional bonds. It isn't just in the metrics. It's in the meaning. This is why Nike isn't just selling shoes. They're selling the belief that greatness lives in everyone. This is why Dove isn't just selling soap. They're selling self-acceptance and real beauty. This is why Patagonia isn't just selling outdoor gear. They're selling environmental stewardship. Your brand can do this too. #BrandStrategy #StartupGrowth #EmotionalBranding #BrandPyschology #Branding

Lululemon and the #Greenwashing Tightrope: A #CorporateGovernance Perspective in a Sustainability-Conscious Market Lululemon, a well-known athletic apparel brand, is facing accusations of "greenwashing," or making misleading claims about its environmental sustainability. This situation raises important corporate governance questions, particularly given the growing significance of Environmental, Social, and Governance (#ESG) factors for younger consumers, who are a key demographic for the company. Lululemon's "Be Planet" campaign promoted environmental responsibility. However, recent allegations from Stand.earth indicate a problematic disconnect, noting that Lululemon’s emissions have doubled since the campaign's launch and that they have been using non-biodegradable materials contributing to microplastics. This gap between their claims and actual practices raises serious governance concerns. Effective corporate governance relies on transparency. Stakeholders, including shareholders and consumers, deserve accurate information about a company's environmental impact. The recent SEC climate disclosure rules in the US and the EU's Corporate Sustainability Reporting Directive (CSRD) emphasize this need for clear ESG reporting. Lululemon’s focus on supply chain emissions while avoiding direct comment on its marketing efforts raises transparency concerns, suggesting they may not comply with forthcoming regulations or their 2050 #NetZero commitment. Given fashion industry's significant impact on the environment, Lululemon's predicament highlights the necessity for strong sustainability practices across the supply chain. A well-rounded approach to sustainability offers clear business advantages. GenZ and Millennial Consumers prioritize sustainability and are often willing to pay more for eco-friendly products. Meeting these values fosters brand loyalty and customer growth while accusations of greenwashing can harm reputation and prompt boycotts. Strong sustainability practices can help mitigate these risks.? Embracing sustainable practices often leads to innovations in materials and production that can reduce costs and enhance product quality, promoting overall profitability. By aligning actions with words companies can find a path forward for sustainability. Key lessons for effective corporate governance include: aligning marketing with genuine efforts to ensure sustainability; setting measurable goals with clear ESG objectives and tracking measures; enhancing transparency by communicating openly about environmental impacts and challenges; seeking independent third party validation to bolster trust in the process. By committing to authentic sustainability practices, Lululemon can enhance its environmental stewardship and elevate its status among younger consumers, ultimately driving long-term profitability. A strong sustainability commitment is not just beneficial for the planet; it’s also good business.

To build a successful brand for the future, you need to merge the diverse worlds of "Status in sustainability" and "Reckoning With Reality." Two major trends within Gen-Z Consumers - Don't Be Afraid To Act Like You Fucking Care. Strategic foresight is the most valuable tool you can adopt to identify and chart a course for future brand relevance and long-term creativity. Let's Connect if you are interested in how these trends will affect your business in the short and long term. #branding #trends #genz #marketing #communication #insights #strategy #sports #fashion #outdoor #sustainability #greenhushing #greenwashing

When your brand’s point of difference becomes the category’s point of parity, and the resulting fallout. The Body Shop were the pioneers in sustainability. But distracted by new ownership and a pursuit to improve the bottom line, the brands point of difference was taken away by a plethora of new brands. It will be interesting if they can ever regain a true POD on sustainability as it really has become a category table stake now. The Lessons from this: #1: Never rest on your laurels when it comes to your brands point of difference, if you are lucky enough to have one. Always strive to retain your leadership and keep that first-to-market advantage. #2: Never rely on just a product point of difference. It is easily stolen. Ladder that functional benefit into building more enduring and ownable emotional connections and distinctive assets. What would you do if you were the Body Shop Brand Manager? #marketing #brand #brandstrategy #brandpositioning

"You can't cheapen everything, remove the values and take more profit without the customers noticing and going elsewhere." – Mark Constantine (co-founder of Lush and former supplier to the Body Shop). For over three decades, the Body Shop built a robust, global brand that was renowned as much for its distinctive product line as it was for its message to the cosmetic industry. The Body Shop was known for ethical practices, being against animal testing, and supporting social causes – locally and globally. Everything about the brand screamed feel good about yourself – inside and out. But, the 2006 sale of The Body Shop to L’Oréal signalled a betrayal of trust. One of L’Oréal’s major shareholders is Nestlé – a company notorious for the baby milk scandal and continued unfair business practices in acquiring cocoa, coffee, and water. How could the Body Shop deliver the same customer experience when owned by corporations that interact with the world so differently? The answer is it couldn’t. Without the social activism that held the brand to account, the guarantee that the products were “cruelty-free” lost its edge. Somehow, The Body Shop – once an industry disruptor and leader, now struggled to differentiate itself. Thanks to the work of The Body Shop, many cosmetic brands now offer cruelty-free products as standard. Unfortunately, the VOICE of The Body Shop seeking change in the world was no more – it had become just another body care brand. The cheapening of the supply chain compounded this loss of voice and led to the products losing much of their “natural” vibe and sense of individuality. Although L’Oréal subsequently sold The Body Shop (for a profit), the damage had been done. Over the last decade, brand loyalty has wavered to the point where administrators have been brought in to save what is left. In short, although The Body Shop has maintained its name, logo, and product line, the brand is a shell of what it was. The oyster was eaten, and the pearl was removed. What can we learn from this? Like a pearl, a brand takes time to develop – nurture that pearl. Don't rush it and don't compromise on what matters most.