Marketing by purpose: June round-up
Find out what’s new in the worlds of purpose-driven business and marketing.
Purpose-driven business news
81% of UK adults have changed their approach to shopping as a result of the pandemic | Social Enterprise UK's Shop for Change report with eBay shows that 56% of people want to buy from businesses that give back to society than compared to before the pandemic. The pandemic is shifting attitudes quickly. How is your business adapting to this demand?
Interviews: How B Corps ReCIRC and Numi Tea are reducing their environmental impact through sustainable packaging | Packaging is an important part of marketing, it comes under the promotion element of the 4Ps. These interviews shine a light on how two founding B Corps are challenging business as usual
Mastercard is highlighting the critical state of wildlife extinction with its new gift card | While Mastercard is well-intentioned by promoting awareness of the demise of wildlife specifies, their purpose is to promote spending and consumption. Is this another example of purpose-washing?
Unilever reveals plans to launch paper-based laundry detergent bottle | In more packaging news, Unilever is tackling plastic waste by launching the 'world's first paper-based laundry detergent bottle' in Brazil next year. They join the likes of Diageo, Absolut and GSK Consumer Healthcare by investing in paper-based packaging
Purpose Talks: Inclusive & Open Hiring | The jobs market has seen seismic change over the last 15 months. Here's an interesting listen from Business of Purpose about how four companies are helping remove bias when hiring and giving marginalised groups access to work opportunities.
Marketing news, tips and insights
A third of internet users listen to podcasts each month | According to WARC, one third of the online population has listened to a podcast in the past month. A not-insignificant 41% of the online population listens to podcasts in Ireland, followed by just one in five (22%) in the UK. The report says: “For those that do listen, recommendations from friends, family and work colleagues plus searching the internet are the two most common ways to discover new podcasts.” Some facts to consider if you’re considering launching a podcast.
How social media holds the key to true differentiation | Some interesting insights from social media management behemoth Sprout Social about how research and social listening can help you stand out and become more competitive in your market.
Find out which marketing channels are right for your business | B2B agency Right Percent’s updated guide is a useful way to see where to focus your efforts in the marketing mix if your time, budget and resource is restricted. It’s been produced from publicly available data and is segmented by where the customer is in the buying cycle.
Google won't phase out third party cookies until 2023 | Digital marketers have now got until the end of 2023 to adjust to the huge changes in tracking by Google. First party cookies are not affected. There is a great post explaining the impact here on Medium.
TikTok is sponsoring VidCon2021 | TikTok’s growth shows no sign of abating with the news that it’ll take over from YouTube as the lead sponsor of VidCon in 2021.
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