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Sustainability

Exploring innovation through a green, sustainable, and conscious capitalism lens.

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We Do Big Things. Really?

by Marc Stoiber on January 27, 2011 8:49 AM

I work in green innovation . My job is to take the complexities of sustainability, find glimmers of innovative brilliance, then nurture those glimmers until they're fully formed and ready to change the world. With... More »

Green B2B: The Secret Sauce For Better Employees?

by Marc Stoiber on January 26, 2011 9:11 AM

Sustainability is very much a headline in B2C. But we don't hear much on the subject in B2B. Is it happening? What are the motivators for B2B businesses going green? And what are the consequences... More »

Better, Faster, Cheaper...Greener?

by Marc Stoiber on January 19, 2011 12:43 PM

In the world of B2C, consumers form bonds with brands that deliver emotional benefits like security, smarts, and sex appeal. In the world of B2B, there is a bond of trust between buyer and seller,... More »

Are Green Brands a Thing of the Past?

by Marc Stoiber on January 13, 2011 11:26 AM

We are witnessing an explosion of green products onto the North American market. By some measures, launches tripled between 2008 and 2009, and show no sign of slowing down. True, of late there's been consumer... More »

Innovation in a Crisis Economy

by Marc Stoiber on January 7, 2011 12:48 PM

I recently spoke at a marketing conference in Athens, Greece. Predictably, the conference theme was creativity in the face of austerity. Although the mood was dour, it was fascinating to hear delegate perspectives on what... More »

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The 5 C's of Sustainability Branding

by Marc Stoiber on February 23, 2010 2:14 PM

If the MapChange 2010 study taught us one thing - it's that some of North America's largest (and greenest) brands are missing the boat on how they communicate their green innovations. To that end we... More »

How Do You Stack Up? Evaluating Sustainability Leadership

by Raff Viton on February 24, 2010 10:53 AM

Note to CEOs and Industry Innovators: if your CSR department reports to the PR department instead of directly to you, you're bypassing your innovation pipeline and missing a big business opportunity for innovation. Consumers are... More »

First Movers: Aggressively Communicating Green Innovation

by Raff Viton on March 15, 2010 10:47 AM

What do sustainability and Super Bowl ads have in common? That’s easy: Audi. Audi A3 TDI was the only brand to feature green messaging in its Super Bowl spot. And in our 2010 Super Bowl... More »

Will BP Spill Spawn Innovation, Or Just Logo Spoofs?

by Marc Stoiber on June 24, 2010 1:00 PM

A week ago, reporters arrived at my office, looking for an opinion on a new Greenpeace contest to redesign BP’s ‘Beyond Petroleum’ logo to something “more suitable for their dirty business.” The reporters pointed me... More »

Are We Programmed For Self-Destruct? Sustainability and Human Nature

by Marc Stoiber on January 30, 2010 12:58 PM

I saw Dr. David Suzuki give his legacy speech in December. The speech was positioned as the summary of Suzuki’s learnings from his long, illustrious career as a leader in the environmental movement . One... More »

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