How to tell if a company’s ‘net zero’ goals are serious—or just greenwashing

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Here are some questions to ask when a company says it plans to get to zero emissions. The number of companies that have set net-zero climate goals—meaning that they’ll cut their CO2 emissions as much as possible, and any they still emit will be offset by projects that capture carbon—has more than tripled over roughly the last year. Nestlé, the world’s largest food company, says that it plans to reach net-zero emissions by 2050. Unilever, another consumer product giant with hundreds of brands, plans to get there by 2039 . Duke Energy, the North Carolina-based electric utility with a long history of using coal, plans to reach net zero by 2050. Even oil companies such as BP now say that they are aiming for the same thing. Others, including Amazon and Microsoft , plan to hit the goal much sooner. Read Full Story

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My 8 Best Local SEO Tips for the 2020 Holidays

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Posted by MiriamEllis   Image credit: DoSchu “No place like home for the holidays.” This will be the refrain for the majority of your customers as we reach 2020’s peak shopping season. I can’t think of another year in which it’s been more important for local businesses to plan and implement a seasonal marketing strategy extra early, to connect up with customers who will be traveling less and seeking ways to celebrate at home. Recently, it’s become trendy in multiple countries to try to capture the old Danish spirit of hygge , which the OED defines as: A quality of coziness and comfortable conviviality that engenders a feeling of contentment or well-being. While this sometimes-elusive state of being isn’t something you can buy direct from a store, and while some shoppers are still unfamiliar with hygge by name, many will be trying to create it at home this year. …

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One-Third of Marketers Plan to Retain COVID-Induced Changes to Their Media Mix

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Consumers are spending less this year as a result of the pandemic. And, also as a consequence, some 6 in 10 marketers have seen their budgets cut since the start of the pandemic, with about one-fifth (39%) reporting cuts of more than 25%. Alongside these cuts, a report [download page] from OpenX and The Harris… Read More » The post One-Third of Marketers Plan to Retain COVID-Induced Changes to Their Media Mix appeared first on Marketing Charts .

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PepsiCo says it will reach net-zero emissions by 2040

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In two decades, the giant food and beverage company plans a major shift to renewables and changes throughout its supply chain. As one of the largest food and beverage companies in the world, PepsiCo has a correspondingly massive carbon footprint—it generated 57 million metric tons in 2019. But by 2040, 10 years ahead of what’s necessary to meet the goals of the Paris climate agreement, it plans to reach net-zero emissions. Read Full Story

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Key insights: Consumer trust segmented, the power of push notifications, martech stacks lack strategy, and more

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30-second summary: Healthcare and educational institutes win consumer trust while media and government struggle March saw push notifications reach their highest direct open rates and 32% of website visits were through these mobile app push notifications Mobile remains the best way to engage people with push notifications DemandLab’s recent ‘Martech stack optimization survey’ reveals that 53% of marketing leaders have no plan in place for their martech stacks Deals have shown a positive graph, Australia and Germany are opening up their economies due to some relief from the COVID-19 hit Conviva study segments streaming behavior across regions and devices – TV, PC, live streaming, and video on demand Standard ads vs COVID-19 based ads, what performed better? More on what CMOs’ immediate budget actions should be Information is power and mental health is key. In light of current events, we took the onus to save you the effort and have …

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3 business lessons from the surprisingly tech-savvy U.S. Postal Service

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A startup founder who has worked with the USPS for years explains why the agency is such an “undercover tech leader.” The next time you hear “snail mail,” think about this: every day, the United States Postal Service (USPS) processes and delivers 181.9 million pieces of mail (5,464 a second) and manages an army of 82,000 mail carriers while processing about 118,000 address changes. Though it’s come under fire from our government’s highest offices and had its long-term viability called into question, the USPS is actually an undercover tech leader, managing colossal digital and physical infrastructure and reliably serving a populace with ever-increasing expectations for convenience. Hurting the USPS is bad for consumers and hobbles an entire field of innovators in marketing, compliance, data, IoT, and more. Read Full Story

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As companies try to address racism, a generic response is no longer enough

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Where a simple statement might once have been enough, companies that don’t match actions to words aren’t cutting it anymore for consumers. When JPMorgan Chase CEO Jamie Dimon took a knee with employees to signal support for the Black Lives Matter movement, the move brought more criticism than praise. Activists and Black business owners were quick to point out the bank’s recent history of lending discrimination and its lack of Black executives. Similarly, companies including Estée Lauder, Pinterest, and Facebook were also blasted for taking strong public stances against racial injustice while failing to address racism within their own organizations or make progress diversifying their workforce and management ranks. Criticism of hollow corporate statements on social media has been so widespread that it even earned its own hashtag: #pulluporshutup. Read Full Story

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10 Content Marketing Trends for 2021 and Beyond

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Organizations that have made consistent and sound investments in content marketing have reported those investments paying dividends in recent years. However, to maintain their growth, marketers must also stay tuned into the ever-changing content marketing landscape. What worked last year may not be enough to creep ahead in 2021. Being able to anticipate trends and changes in audience behavior based on technology trends and updates can help you adjust your strategy and get ahead of the wave. Here, we’ll detail some trends to keep an eye on in 2021, but before we do, let’s look at why content marketing keeps evolving. Why Does Content Marketing Change so Frequently? Content marketing continues to evolve to keep pace with trends, technologies, and consumer demands. For instance, increasing use of mobile devices, voice search, and social media all require us to stay on top of things. Then there are the platforms themselves that …

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