🤔 Last Week in Humane Marketing - Bianca's Take #1
Welcome to the inaugural edition of Last Week in Humane Marketing - Bianca's Take!
Each week, I'll bring you a curated roundup of the most intriguing news and developments in the world of humane marketing. I'll also be adding my own thoughts on how brands are navigating the intersection of ethics, tech, and commerce.
Whether you're a marketer like me or someone aspiring to make a meaningful impact in the industry or, you know... life (if you're into that sort of thing,) this series is your go-to source for staying informed and inspired.
Together, we'll explore the latest trends, celebrate victories, and question the status quo, all with the aim of fostering a more responsible approach to marketing.
Let's dive in and make sure to subscribe to be reminded of next week’s edition.
The News - These past few weeks I've noticed a curious trend: corporations attempting to grow a conscience. Pizza Hut cut dairy emissions by 10% in just over a year by sourcing 60% of its U.S. milk from farms practicing sustainability. Home Depot has been going through a big plastic packaging purge, Sainsbury is swapping out traditional plastic trays for vacuum-sealed alternatives, saving 26 tons of plastic annually. Kind Snacks is dabbling in regenerative agriculture with one of the world's thirstiest crops—the almond. And Uber is partnering up to drive sustainability goals.
Bianca's Take - When big brands start hugging trees, you know something's up. By tapping into the growing consumer demand for environmentally conscious brands, they’re not just reducing their carbon footprint; they’re also future-proofing their brand in a competitive market. The real test will be keeping this momentum and ensuring that these sustainability efforts don’t just become another feel-good marketing play but deliver real, long-term impact. With the global market for sustainable plastic packaging projected to hit $122 billion by 2029, it's clear that doing good is good for business. Don't believe me? Ask the Financial Times.
Whenever I talk about sustainability, someone will inevitably bring up Khloe Kardashian and how she flew her private jet to cross the street, as if to say "My impact is nothing compared to that of others." Well, it would seem that these brands did get the memo. Remember we all have a part to play and 10% is better than no%.
The news - Fashion Month wrapped up, and surprisingly, sustainability stole some of the spotlight. Even Vogue is talking about the pitfalls of fast fashion. Fashion Week’s Spring-Summer 2025 shows highlighted several sustainability moments, including eBay’s focus on pre-loved fashion, an 8-foot clothing zombie raising awareness about textile waste, and Diesel’s catwalk featuring 15 tones of denim scraps to promote circularity.
Bianca's Take - Consumers are waking up, more socially conscious, and tuned into what brands represent. It's heartening to see major fashion players raising awareness. However, fast fashion giants like Shein and Temu are very much still thriving on reactive pricing models, challenging the high street establishment. The pressure to follow suit is intense. At its core, the fashion industry is built on consumption by desperately trying to make their own clothes popular. Can true sustainability ever coexist with a system that thrives on endless demand and rapid turnover? Patagonia seems to think so. We'll see.
The News - Documentary filmmaker Lauren Greenfield subjected herself to 1,200 hours of footage and 2,000 hours of social media screen recordings. Why would anyone put themselves through such torture? To make a point, of course. Her docuseries, Social Studies, delves into the impact of social media on Los Angeles high school students, uncovering "shocking" insights into screen addiction, mental health, body image, and teen behavior.
Bianca's Take - Is social media's dark side really "news"? It's like inhaling secondhand smoke, everyone knows it’s toxic, but we’re all still standing around pretending it’s just air. At least with cigarettes, we've slapped a warning label on the pack. Greenfield wants to screen the doc in San Francisco and invite tech companies to witness the havoc they're wreaking on America's teens. How quaint to think they don't already know. On the bright side, the issue is gaining traction. Australia has already taken bold steps to ban social media for kids.
The News - GreenBlue, the nonprofit behind the How2Recycle label in the U.S., has rolled out How2Recycle Plus. This enhanced label features a dynamic QR code, offering consumers real-time info on where to recycle the container.
Bianca's Take - Tech to the rescue, bridging the gap between good intentions and action. It's exactly what we need to clear up the confusion about what's recyclable because not everything with a triangle is. While this dynamic QR code approach could significantly reduce landfill waste, it assumes people will actually use it (correctly.) Fingers crossed.
The News - GlobeScan's research highlighted a significant trust gap for businesses, showing that global companies are rated lower than other institutions when it comes to being trusted to "operate in the best interest of society."
Bianca's Take - The report is a wake-up call for companies to embrace greater transparency and accountability. It's a chance for brands to stop giving lip service and show genuine leadership in solving real-world problems.
The News - The Democratic National Committee has launched a historic six-figure ad campaign in LGBTQ publications across key battleground states, aiming to mobilize LGBTQ voters ahead of the 2024 election.
Bianca's Take - I've discussed Kamala's ad spend before. As a lesbian, I usually roll my eyes at brands' over-the-top Pride Month antics. But Kamala has a solid track record on LGBTQ rights—she officiated the first same-sex marriage in California 11 years ago. This feels less like virtue signaling and more like a necessary reminder and awareness campaign. I can appreciate that.
Memorable mentions
Google TV is blurring the lines between ads and content recommendations. The comment section alone is worth the visit.
A guy wrote poems to his favorite brands and got free stuff in return—a fun little outreach that gave brands some free advertising. Though, after reading the poems, I'm convinced he used AI.
This heartwarming Parkrun ad campaign mimicking a doctor's prescription pad. Back when I lived in London, I was a Parkrun regular. Can confirm: wholesome indeed.