In the lead-up to the U.N. Climate Action Summit on Sept. 23, Adweek will publish a series of stories each day this week that highlights the different ways in which climate change and sustainability intersect with the advertising, marketing and media world.
For example, many major shoe brands have followed the lead of challenger brands like Rothy's and Allbirds to create sneakers out of recycled plastics. And at Cannes, the group Extinction Rebellion made headlines with protests during the ad industry's most visible event.
In total, Adweek will run 20 stories as part of our coverage, which can be found at Adweek.com/sustainability.
Adweek is joining more than 250 publications worldwide that have committed to covering climate change this week. The Covering Climate Now initiative is the brainchild of the Columbia Journalism Review, The Guardian and The Nation, and includes publishers like Variety, Vice and Teen Vogue, as well as newspapers from over a dozen countries on every continent (except Antarctica).
There are plenty of obvious ways that weather affects consumer habits—ice cream lovers are naturally going to get a scoop on hot days. By combing weather data and AI, the less obvious connections between weather and consumer patterns are becoming clearer. Here are some examples:
An air filter company knows when consumers how pollen levels influence sales.
When it's humid out, will New Yorkers drink hot or cold coffee? Surprisingly, they want a hot cup.
Floridians buy theme park tickets on rainy days (perhaps to avoid tourists).
Add Marriott to the list of content producing brands. In this week's issue of Adweek, brand editor Josh Sternberg looked at how Marriott's content marketing strategy has evolved under soon-to-be-departing CMO Karin Timpone.
Marriott Bonvoy Traveler, which features content about the customer written with travel points in mind, scores 500,000 page views a month, according to a source.
Call it emotional manipulation if you must, but Ogilvy Greece's new ad for Ikea is definitely one of the biggest tearjerkers we've seen in years.
The spot for Ikea Greece tells the story of a dog who's adopted by a loving family, but must leave her best friend behind in the process. In just 90 seconds, the spot manages to tell a powerful story that will stick with any dog lover.
Peter McGuinness joins speakers from Target, Sephora, Burger King and more to transform the way brands influence the world. Join the Movement at Brandweek, Nov. 3-6 in Palm Springs, CA.
Marci Miller, vp, director of client services, the community
Preservation of the ocean has always remained a priority of ours. Last year, we began to eliminate the use of all plastic. This initiative started relatively small as we provided everyone with coffee mugs and stainless-steel water bottles. Now, we have extended this effort to our partners. For example, if we have an event, one of the qualifying questions for vendors is their ability to deliver without using plastic. It's been a journey and by no means easy, but having that goal of completely eliminating our use of plastic has definitely made a difference in our consumption.
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