by Context | Sep 17, 2019 | Blog, Publications
Costa, Starbucks, Illy, Nespresso – there’s a lot of choice when it comes to coffee. But it’s no longer just down to taste. If we continue to drink coffee as predicted, production must double or even triple by 2050. Brands increasingly need to share how they source their coffee beans sustainably, with responsible labor practices and environmental protections.
Context looked at which coffee brands tell their story best. We examined 11 brands, all owned by companies committed to improving the sustainability of their coffee – meaning they should have an exciting story to tell. See who performs best in our new report (details below).
In this blog, we step back and ask: how can coffee brands tell a good sustainability story? We examine four categories:
Messaging
Why it matters: Brands need to tell their stories clearly and concisely. Otherwise the story won’t resonate with their target audience.
One to watch: Nescafé does a great job of using distinctive messaging to frame their ‘Grown Respectfully’ strategy. Language is individualized and straightforward.
Liveliness
Why it matters: Posting regular content online shows brands are actively engaged in sustainability. It makes their story believable.
One to watch: Taylor’s of Harrogate share posts written with a journal-like feel. The casual and insightful tone connects their customers and sustainability work to the farmers who grow their coffee.
Multimedia
Why it matters: Infographics and videos make complex sustainability strategies easy to understand and remember.
One to watch: Starbucks makes excellent use of infographics and videos to walk website viewers through their strategy.
Social media
Why it matters: Like it or not, an increasing number of people get their news from social media. It’s one of the best ways for brands to keep in touch with key audiences.
One to watch: Brands could get more from their sustainability work when it comes to twitter. McDonald’s posts the most about their coffee work, asking rhetorical questions to spark interest.
Find more examples and communications guidance in the full report.
by Context | Mar 1, 2019 | Publications
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Good storytelling is good for business: it reassures customers, attracts and retains top talent, and boosts your reputation with investors, consumers and civil society.
It’s especially important in getting the best return on your investment in sustainability.
We reveal the best storytellers in the soft commodities business. We assessed the communications of: ADM, Barry Callebaut, Bunge, Cargill, Glencore, Golden Agri-Resources, Louis Dreyfus, Olam, SUCDEN and Wilmar.
Want to improve your communications? Find out what best practice looks like in our first Susty Storytelling report.
by Context | Jun 21, 2018 | Publications
Does-certification-make-a-difference
Can sustainability certification help companies do good?
Does sustainability certification help make the world a better place? Can certifications, such as Fairtrade and Friend of the Sea, help companies reduce deforestation, tackle over-fishing and end poverty?
That’s what we set out to answer in our new report.
We examined online, publicly-accessible literature on 15 well-known standards (list below). This included assessments by academics, non-governmental organisations and by the certification programmes themselves.
We looked for evidence of positive change. We were disappointed by what we found.
Only half the major agriculture, fishery and forestry sustainability standards were shown to spark improvements under all their criteria.
This is especially worrying because we used a sympathetic methodology that looked for at least one example of positive change to award points.
We found examples of programmes helping improve the environment and worker livelihoods. But when you consider available data across commodities and geographies, the inescapable conclusion is that often no one knows if certification systems make a difference. There is insufficient evidence in the public domain.
No wonder major companies such as Mondelez, Unilever and Sainsbury’s are moving away from certification in favour of their own programmes. This trend could grow unless certification systems start demonstrating impact that justifies costs. Those who run programmes must provide evidence that their systems work. Otherwise the programmes risk becoming irrelevant.
Who’s in the report?
The 38-page report Farms, fisheries and forests: Does certification make a difference? collates available data on whether certification drives positive change for the following programmes:
- Bonsucro
- Fairtrade
- Friend of the Sea
- Forest Stewardship Council
- GlobalG.A.P.
- Linking Environment and Farming
- Marine Stewardship Council
- Programme for the Endorsement of Forest Certification
- Rainforest Alliance
- Red Tractor
- Round Table on Responsible Soy
- Roundtable on Sustainable Palm Oil
- Skylark
- Sustainable Rice Platform
- UTZ
Note: Rainforest Alliance and UTZ have merged.
by Peter Knight | Mar 30, 2015 | Publications
The United Nations says that “Big Data represents a new, renewable natural resource with the potential to revolutionise sustainable development and humanitarian practice.”
From hyper-local weather information to help farmers, to the benefits for businesses who share information, and a newly built city that can precisely map its energy demand – Big Data represents the next frontier for innovation.
Read our latest Bulletin to understand why businesses, governments and sustainability practitioners are so excited about its potential.
by Peter Knight | Sep 21, 2014 | Publications
An accessible guide for businesses wanting to up their game on human rights.
We help you navigate through complex human rights issues and develop a plan of action.
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