The Now Gen

Sustainability

Blog

CGI: the capacity for brands to tell stories in previously impossible ways.

In today’s digital age, advertising has evolved beyond traditional methods to embrace technology-driven visuals. Among these advancements, Computer-Generated Imagery (CGI) has emerged as a powerful tool in marketing strategies. This blog post aims to explore the significance of CGI in marketing, shedding light on its purpose, advantages, and the ingenious ways forward-thinking brands utilize this technology to redefine advertising norms and set new standards of excellence in the digital age.

Understanding CGI Advertisements

CGI, or Computer-Generated Imagery, is visual content created using computer software. Unlike traditional methods, CGI offers flexibility, enabling advertisers to visualize concepts with realism or fantasy. It eliminates the need for costly sets, making it cost-effective in the long run. CGI also enhances storytelling capabilities, allowing advertisers to weave compelling narratives.

The Purpose of CGI Advertisements in Marketing Strategies is to enhance brand image and identity, captivate audiences, demonstrate product features, differentiate from competitors, and create memorable brand experiences. It has fundamentally altered the landscape by providing a medium through which the line between reality and imagination is blurred but often completely erased. The capacity to create hyper-realistic or fantastically imaginative environments and characters enables brands to tell stories in previously impossible ways. This captivates audiences and resonates on a deeper emotional level, enhancing brand recall and loyalty. Brands such as Maybelline with the Sky High Mascara Express, Nike’s with “Write The Future”, or Mattel with the giant Barbie on Dubai have expertly harnessed the power of CGI to produce advertisements that are not just viewed but experienced. 

These industry giants utilize CGI to construct narratives that strategically align with their brand identity while pushing the boundaries of traditional advertising. By vividly bringing their unique visions to life, these trailblazers have set a high bar for creativity and innovation, demonstrating the unique potential of CGI to revolutionize the way brands interact with their consumers, capture attention, amplify brand reach and engagement, transform advertising metrics, and influence consumer purchasing behavior.

Cost-effectiveness of CGI Advertising

In addition to its creative versatility and effectiveness in engaging the audience, CGI presents compelling advantages in terms of cost-efficiency and sustainability. Traditional advertising methods, such as photo shoots and physical sets, often come with considerable financial and environmental costs—from the logistics of location scouting to the wastefulness of constructing temporary sets. CGI sidesteps these expenses and environmental impacts by bringing these visions to life digitally. 

This service helps brands allocate resources efficiently, aligning with consumer preference for eco-friendly practices. Investing in CGI optimizes marketing budgets and supports advertising sustainability, boosting a brand’s financial health and eco-reputation among consumers. A win-win in today’s competitive market.

Future Trends and Challenges

Anticipated advancements in CGI technology will push the boundaries of advertising creativity. Challenges include maintaining authenticity and addressing regulatory considerations.

CGI advertisements represent a seismic shift in marketing, offering brands opportunities to captivate audiences and drive engagement. As technology evolves, CGI continues to lead the way towards new frontiers of creativity and innovation in advertising. 121 Corp excels in leveraging CGI for brands, creating engaging content and resonating narratives. Expert in tech and regulations, we drive innovation in marketing strategies. Trust us to lead the way in CGI ads!.

Digital

Digital Sustainability: What Makes It Sustainable?

Reducing the data we generate and store is crucial for digital sustainability. How we design and develop digital products and services plays a significant role.  However, it can be confusing to understand the roles of a CMO, Brand Experience, or UX in this digital context.

In digital sustainability, the roles of key individuals and teams are more intertwined than they initially seem. 

Sustainability isn’t just a buzzword in the context of environmental concerns; it also extends to the digital realm. With the ever-growing consumption of digital resources and data, we must consider making our digital practices more sustainable. 

Digital sustainability, according to Mighty Bytes, is the process of applying social, economic, and environmental stewardship principles to digital products, services, and data delivered via the internet. It encompasses various aspects of responsible and eco-friendly digital practices. It’s about reducing the negative environmental impact of our digital activities and ensuring that our digital ecosystems are healthy and resilient.

One of the fundamental aspects of digital sustainability is energy efficiency. Data centers, cloud computing, and the vast network of servers that power our digital world require significant amounts of energy. We must adopt energy-efficient technologies and practices to make digital sustainability a reality.

Reducing the data we generate and store is crucial for digital sustainability. It not only lowers storage and processing requirements but also reduces energy consumption. 

How we design and develop digital products and services plays a significant role in digital sustainability. Sustainable design principles can lead to more efficient and eco-friendly solutions.

Electronic waste (e-waste) is a growing concern. Digital sustainability involves responsible disposal and recycling of electronic devices and components. Proper recycling of electronic devices prevents harmful materials from ending up in landfills and promotes the reuse of valuable resources.

To make digital sustainability a reality, educating individuals and organizations about the environmental impact of their digital practices is essential. Promoting digital literacy can help people make informed choices. Training programs and awareness campaigns can help individuals and businesses understand how their digital activities affect the environment.

In an article by Forbes, digital technologies and data are called to be powerful tools to fight climate change and become more sustainable. By prioritizing efficient digital orientation and sustainability, companies can not only improve their own bottom line but also contribute to a brighter future. 

Digital sustainability is about reducing the environmental impact of our digital practices. It involves energy efficiency, data minimization, sustainable design, responsible e-waste management, and digital literacy. Adopting these principles can make our digital world more sustainable and eco-friendly. It’s a collective effort that requires individuals, businesses, and policymakers to work together to build a more sustainable digital future.

Blog

Sustainable Packaging Materials

Brands have a responsibility to adopt sustainable packaging materials, not only for the environment but also to increase customer loyalty. 

Reports show that adopting sustainable packaging materials is imperative for brands to remain their customers’ first choice. An article published by the Global Banking and Finance Report mentioned that more than half of the consumers surveyed have said they are willing to pay more for eco-friendly packaging.  

It is important to note that implementing sustainable packaging materials may come with challenges, such as finding suppliers and educating customers. However, these challenges can be overcome with proper planning and communication.

As the demand for sustainable packaging solutions grows, various eco-friendly materials emerge as viable alternatives to traditional packaging options. These sustainable packaging materials offer unique characteristics that suit different applications. 

This blog post will explore some of the most popular sustainable packaging materials and discuss their best uses, enabling consumer packaged goods (CPG) brands to make informed choices for their packaging designs.

Bioplastics:

Bioplastics are derived from renewable sources such as cornstarch, sugarcane, or cellulose. They offer several advantages over conventional plastics, including reduced carbon emissions and biodegradability. Bioplastics can be divided into two categories:

PLA (Polylactic Acid): PLA is a popular bioplastic made from fermented plant sugars. It is commonly used for packaging applications such as food containers, disposable cutlery, and transparent film wraps. PLA is compostable under specific conditions and is suitable for items with a short shelf life.

PHA (Polyhydroxyalkanoates): PHA is a versatile bioplastic derived from various organic materials. It possesses excellent barrier properties and is used in packaging applications where moisture resistance is crucial, such as food packaging, personal care products, and medical devices.

Recycled Paper and Cardboard:

Recycled paper and cardboard are widely used sustainable packaging materials due to their recyclability, biodegradability, and renewable nature. They can be used in various forms, including boxes, bags, and wrapping materials. Recycled paper and cardboard are suitable for packaging products across multiple industries, including e-commerce, food and beverages, and cosmetics.

Corrugated Cardboard: Corrugated cardboard offers excellent strength and cushioning properties, making it ideal for shipping boxes and protective packaging. It is lightweight, recyclable, and often made from high percentages of post-consumer recycled content.

Molded Pulp: Molded pulp, also known as pulp packaging or pulp paper, is made from recycled paper fibers. It is commonly used for egg cartons, food trays, and protective packaging for fragile items. Molded pulp is compostable and can be an excellent alternative to plastic foam packaging materials.

Glass:

Glass is an infinitely recyclable material that offers exceptional durability and impermeability. It is commonly used for packaging food and beverages, cosmetics, and pharmaceutical products. 

Glass containers preserve the product’s quality, are non-toxic, and can be recycled indefinitely without losing quality. Moreover, glass has a premium look and feel that can enhance a product’s branding and perceived value.

Plant-based or Compostable Films:

Plant-based films, often made from cellulose or polylactic acid, are designed to be compostable or biodegradable. These films offer barrier properties and can be used for food packaging, wrapping, and labels. They are especially beneficial for products with a short shelf life, as they can break down naturally and reduce waste.

Metal:

Metal packaging, primarily aluminum, and steel, is highly recyclable and can be used repeatedly without losing quality. Aluminum cans are widely used for beverages, while steel cans are common in food packaging. Metal packaging provides excellent protection against light, moisture, and oxygen, making it ideal for products that require a long shelf life.

Be a part of the movement toward sustainability and contribute to the betterment of our planet!

The use of materials like these offers diverse options for CPG brands to embrace eco-friendly practices. Bioplastics, recycled paper and cardboard, glass, plant-based films, and metal packaging all present unique characteristics and suitability for different packaging applications. 

By carefully considering the specific needs of their products, brands can choose the most appropriate sustainable packaging material, reduce their environmental impact, and meet the growing consumer demand for greener alternatives. 

In addition to these efforts, having a clear communication strategy for your sustainability plan can give your brand visibility among customers. Practices like having a clear message in your packaging copy, developing metrics to measure the effectiveness of your sustainability efforts, and constantly reviewing and improving your actions.

Customers are becoming more aware of their purchases’ impact on the planet and are more likely to choose businesses that align with their values. 

In conclusion, it is time for businesses to take a stand and adopt sustainable practices, such as changing their packaging materials. Doing so can protect our planet and create a better future for future generations. Let’s take action and make a difference together.

Blog

Building a Sustainable Future: Sustainability and DEI

In today’s rapidly changing world, businesses recognize the importance of sustainability and diversity, equity, and inclusion (DEI) efforts. These two pillars are not isolated but interconnected, creating a powerful opportunity for companies to impact society and the environment positively. 

By aligning sustainability and DEI efforts, businesses can foster a more inclusive and equitable world while driving innovation, strengthening their brand reputation, and attracting conscious consumers. Today we will explore the correlation between sustainability and DEI and share practical steps for companies to become more sustainable.

Foster an inclusive company culture:

One of the fundamental steps toward building a sustainable company is fostering an inclusive company culture that values diversity and equality—making sure that DEI is embedded in your organization’s core values and reflected in hiring practices, employee policies, and leadership opportunities. 

 According to an article by Masterclass, fostering an inclusive culture in your company will give your employees greater satisfaction, improve retention, and increase awareness for future employees.

By creating a diverse and inclusive workforce, you can leverage your employees’ collective experiences, perspectives, and ideas, leading to innovation, better decision-making, and increased employee satisfaction.

Conduct a sustainability audit:

According to an article by Thompson Reuters, an audit allows companies to identify where improvement is needed in their strategies and compare them to others in the industry. 

A comprehensive sustainability audit is crucial to identify areas where your company can reduce environmental impact. Assess your energy consumption, waste generation, and supply chain practices. Identify opportunities to reduce carbon emissions, implement energy-efficient technologies, and adopt sustainable procurement practices. 

Consider partnering with third-party organizations specializing in sustainability audits to gain expert insights and recommendations tailored to your industry.

Set measurable sustainability goals:

Establishing clear and measurable sustainability and inclusive goals is essential for tracking progress and holding your company accountable. These sustainability goals include reducing greenhouse gas emissions, increasing energy efficiency, minimizing waste, and promoting sustainable sourcing and manufacturing practices. 

Your sustainability goals need to be SMART: Specific, measurable, attainable, relevant, and time-based. According to an article by Exponent, making your goals SMART can help companies focus on their targets and work towards meeting them. Make sure your goals are ambitious yet achievable, and communicate them transparently to stakeholders, employees, and customers.

Empower employees:

Employees play a vital role in driving sustainability and DEI initiatives within a company. Encourage and empower your workforce to embrace practices of sustainability and inclusion at work and in their personal lives. 

Offer training and education programs to raise awareness and provide resources to help employees make more conscious choices. Establish internal sustainability committees or employee resource groups to foster collaboration and generate new ideas for sustainable initiatives.

Collaborate with suppliers and partners:

Extend your sustainability efforts beyond your organization by collaborating with suppliers and partners to maximize your impact. Engage with your supply chain to promote sustainable sourcing practices, encourage the use of renewable energy, and reduce waste generation. Consider partnerships with organizations that align with your sustainability goals, leveraging their expertise and resources to drive collective change.

Communicate and engage with stakeholders:

Effective communication is key to showcasing your company’s sustainability and DEI efforts. Share your progress, achievements, and challenges transparently with customers, investors, employees, and the broader community. 

Leverage various communication channels such as social media, blogs, and sustainability reports to engage with your audience, raise awareness about your initiatives, and inspire others to take action.

Becoming a more sustainable company requires a holistic approach encompassing sustainability and DEI efforts. By integrating these two pillars, businesses can positively impact the environment and society while fostering innovation and building a resilient and inclusive culture. 

Embracing sustainability and DEI makes good business sense and aligns with the growing expectations of conscious consumers. Start your journey towards a more sustainable future today, and be a catalyst for change in your industry.

Sustainability

Sustainability and Design

As the world becomes more conscious of the environmental impact of human activities, numerous industries are adopting sustainable practices to reduce their carbon footprint. One such industry is marketing, where embracing sustainable design promotes a company’s environmental commitment. This article delves into the significance of sustainable design in marketing and how it has the potential to revolutionize the industry.

Sustainable design is a philosophy that centers around creating products and services that meet present needs without compromising the ability of future generations to meet their own needs. In the realm of marketing, sustainable design entails developing products and services that are environmentally friendly and socially responsible. This encompasses practices such as utilizing recycled materials and minimizing waste during production.

As a Medium article mentioned, sustainability is about making sure that what we use and how we use it has minimal impact on the environment we currently live in. Sustainability is a critical issue our planet faces, demanding proactive attention from businesses. 

Consumers strive to reduce their environmental footprint, so they are increasingly drawn to companies that align with their values. Consumers are more inclined to do business with companies that demonstrate a commitment to sustainability, and sustainable design serves as a pathway to achieving this objective.

Incorporating sustainable design can reduce the environmental impact of a company’s products and services while enhancing their social and economic value. Consequently, companies that embrace sustainable design are viewed as industry leaders, and consumers increasingly seek environmentally responsible products and services from the companies they choose to engage with.

By integrating sustainable design into your marketing strategy, you can effectively engage with consumers and cultivate a loyal customer base. 

One area where sustainable design is making a significant impact is packaging design. Packaging plays a pivotal role in the marketing mix, and sustainable packaging contributes to waste reduction and improved environmental outcomes for a company’s products. 

According to an article by Tyler, the importance of sustainable packaging design is its ability to reduce a product’s environmental footprint, which in turn helps the producer and the consumer reduce theirs. It encompasses practices such as employing biodegradable materials and reducing the size and weight of packaging to minimize waste generation.

Incorporating sustainable design into your marketing strategy brings forth numerous benefits. Foremost, it aids in reducing your company’s environmental impact, a factor of increasing importance to consumers. Additionally, sustainable design can reduce costs by minimizing waste and enhancing production efficiency. Lastly, sustainable design sets your company apart from competitors, positioning you as an industry leader.

The shift towards a sustainable mindset in marketing has been propelled by several factors, including consumer demand, government regulations, and the imperative to reduce costs. And it is a process; in this article by Kent District Library, it is mentioned that becoming more sustainable is a constant learning process. 

Companies that embrace sustainable design are perceived as pioneers in their respective industries, differentiating themselves from their competitors.

If you are interested in integrating sustainable design into your marketing strategy, there are several steps you can take. First, assess your current environmental impact and identify areas for improvement. Next, establish sustainability goals and develop a comprehensive plan encompassing measures such as using recycled materials and reducing energy consumption in production. Lastly, communicate your commitment to sustainability to your customers and stakeholders.

Numerous companies have successfully incorporated sustainable design into their marketing strategies. Employing recycled materials in its products, implementing programs that incentive customers to adopt sustainable practices like recycling 

The future of sustainable design in marketing shines brightly as more companies acknowledge the significance of sustainability in their business practices. Moreover, as consumers become increasingly aware of the environmental impact of their purchases, companies that embrace sustainable design will be well-positioned to thrive. Therefore, the future holds promise for witnessing further innovative and imaginative approaches to integrating sustainable design into marketing strategies.

Sustainability

Sustainable Marketing Initiatives

Brands all around the globe are becoming more sustainable. Consumers are interested in what the brands they love are doing to decrease their impact on the environment. 89% of people expect companies and brands to do more to reduce their carbon impact. 

Today’s generation is willing to do as much as possible to help the environment, starting with their consumption habits. These habits are being improved by choosing brands that align with their values. This is why many brands choose to go sustainable in all possible ways, including marketing.

Although very similar, green marketing and sustainable marketing are two concepts that shouldn’t be interchangeable. 

According to Hubspot, the first often focuses on advertising strategies that promote environmental awareness and protection. And on the other hand, sustainable marketing covers this plus social and economic issues. 

Sustainable marketing promotes the company’s mission, not only a specific product or service. While it can also involve promoting environmental protection strategies, it pushes socially responsible products, services, and practices.

Key steps to sustainable marketing are placing value ahead of profit, being consumer-oriented, and reflecting sustainability in every aspect of your brand. The following are some initiatives to help your brand implement sustainability in your marketing.

  1. Responsible Production: Companies should strive to responsibly produce their products and services using ethically sourced and environmentally friendly materials. This means avoiding practices such as sweatshops, child labor, and using toxic chemicals in the production process. 
  2. Packaging: Companies should strive to use minimal product packaging and recyclable or biodegradable materials whenever possible. Reusable packaging is also becoming more popular as it helps reduce waste and plastic pollution. 
  3. Digital Marketing: Companies should consider implementing digital marketing campaigns instead of traditional print or television ads. Digital campaigns are typically less expensive and require fewer resources, resulting in a smaller environmental footprint. 
  4. Ethical Advertising: Brands should ensure their advertisements are ethical, truthful, and not exploitative or demeaning. Ads should also include warnings or disclaimers if they contain content that could be considered offensive or inappropriate. 
  5. Corporate Social Responsibility: Companies should strive to be socially responsible by engaging in activities that benefit their communities, such as donating money to charities, volunteering at local events, and participating in environmental initiatives. 
  6. Green Events: Companies should strive to organize green events that do not have a negative environmental impact. This includes using renewable energy sources for electricity, providing locally sourced food and beverages, and using eco-friendly materials for decorations and other supplies. 
  7. Waste Reduction: Companies should reduce waste output by implementing recycling initiatives and using sustainable materials whenever possible. They can also encourage their customers to reduce waste by offering incentives for using reusable containers or bags when purchasing their products. 
  8. Social Media: Companies can use social media platforms to promote sustainability by highlighting their green initiatives and responsible practices. They can also engage with their followers and customers by responding to queries or hosting contests encouraging sustainable living. 

By implementing these sustainability practices, companies can demonstrate their commitment to protecting the environment while improving their reputation among consumers. Not only will this help them stay ahead of their competition, but it will also make their customers feel good about being loyal to them.

Recent studies show that the now generation of consumers is looking to support brands that are environmentally and socially responsible, in other words, sustainable. And they are not afraid of stepping away from brands that aren’t authentically sustainable.

When done right, sustainable marketing can bring business owners and consumers together into what sustainability is all about to thrive today and tomorrow. 

How is your brand adapting to what the NOW gen is looking for? Are you practicing any of these initiatives? 

Sustainability

The Importance of Sustainability in Marketing

Sustainability is increasingly important in the business world. It’s a broad term encompassing environmental and social responsibility. Companies must consider sustainability when making decisions about their products or services. 

Sustainability is an approach to creating long-term environmental, economic, and social progress. An article by Active Sustainability reminds us that there are other ways to do things. It involves making conscious decisions to create better and more efficient systems using fewer resources, generating less waste, and using energy more efficiently. 

Sustainability is about looking for ways to reduce our impact on the planet, its resources, and its people. This could include lowering materials consumption, emissions from transportation and manufacturing, or implementing strategies to improve the quality of life in communities worldwide. Ultimately, sustainability is about creating a world where human activity does not contribute to the further degradation of the environment and all its inhabitants.

Why is Sustainability Important?

Sustainability has become an increasingly important topic in today’s world. The effects of climate change and the depletion of natural resources have made it clear that the way we produce, consume, and dispose of products must change if we want to ensure a safe and healthy future. Sustainability goes beyond environmental protection to encompass economic and social issues as well. 

From 1969 in the United States, the National Environmental Policy Act declared sustainability as a national policy “to create and maintain conditions under which humans and nature can exist in productive harmony, that permit fulfilling the social, economic and other requirements of present and future generations.” 

The idea of sustainability nowadays involves creating a balance between people, the planet, and profit. In other words, it’s about finding a way to meet our current needs without compromising the ability of future generations to meet their own needs. This means taking into account the impacts of our actions on the environment and the social, economic, and cultural implications of our decisions. 

For businesses, sustainability can positively impact their reputation and bottom line. Companies prioritizing sustainability are more likely to be seen as ethical and responsible, leading to greater customer loyalty and higher profits. Furthermore, sustainable practices can reduce costs by improving efficiency and reducing waste. 

On a global scale, sustainability is vital for ensuring everyone can access basic needs such as clean water and food. It is also essential for protecting vulnerable communities from climate change and other environmental disasters.

Ultimately, sustainability is important because it helps ensure a safe and prosperous future for all. By implementing sustainable practices, we can create a healthier and more equitable world for generations.

How Can Marketers Incorporate Sustainability?

The key to incorporating sustainability into marketing is to think holistically. Marketers should focus on creating campaigns that are not only environmentally friendly but also socially responsible. They should consider their decisions’ short- and long-term implications and strive to create sustainable long-term solutions. 

For starters, marketers can use technology to help reduce their environmental impact. For example, they can explore ways to reduce waste by leveraging digital tools, such as virtual or augmented reality, to create experiences without physical products. Additionally, they can use tools like cloud-based marketing software to reduce their carbon footprint by eliminating paper and transportation. 

Marketers can also reduce their environmental impact by exploring more sustainable sources for materials used in their campaigns. For example, they can look for suppliers and partners dedicated to producing products made with renewable energy and manufactured using eco-friendly processes. Additionally, marketers can look for opportunities to work with vendors who create products with a smaller carbon footprint or use fewer resources. 

Finally, marketers should strive to create campaigns that positively impact society. This could include supporting causes related to health and wellness, education, poverty alleviation, or other issues critical to their target audience. In addition, marketers can look for ways to incorporate sustainability messaging into their campaigns by highlighting their commitment to the environment or emphasizing the importance of making sustainable choices.

Benefits of Sustainable Marketing

Sustainability is becoming increasingly important for large and small businesses as consumers become more conscious of their environmental impact. Sustainable marketing can help brands stand out in a crowded marketplace, build customer relationships, save costs, and generate long-term profits.

1. Increased Customer Loyalty: A brand focused on sustainability can inspire customer loyalty because they are seen as doing something good. Customers often feel proud to associate themselves with a brand investing in sustainable practices, which can translate into increased sales and higher customer retention. 

2. Cost Savings: Implementing sustainable practices can help brands save money in the long term by reducing waste and energy costs. For example, switching to LED lighting or investing in efficient heating systems can reduce bills and free up resources for other investments. 

3. Enhanced Brand Reputation: Consumers increasingly care about how their favorite brands treat the environment. Sustainable practices can help enhance a brand’s reputation and stand out from the competition. Brands that take sustainability seriously will likely attract attention and generate positive buzz.

4. Positive Employee Relations: Implementing sustainable practices can help create a positive work environment and boost employee morale. Employees feel proud to work for a company with ethical values and are likelier to stay loyal to the organization in the long term. 

5. Generating Positive PR: Brands with an active sustainability program tend to receive positive press coverage, which can help increase visibility and attract more customers. 

Is your brand implementing any of these sustainable measures?

Being sustainable refers to the care and protection of the environment and being careful in what we contribute to our employees and society as a company. Therefore, sustainable marketing can benefit businesses looking to stand out in the marketplace and build strong customer relationships. Implementing sustainable practices can also help save costs and boost employee morale, leading to greater success in the long term. Sustainability promises to be a remarkable asset for any brand. Does your brand execute sustainable measures already?