Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.
Creating a story around your product is an easier marketing challenge for purpose-driven brands like outdoor apparel and gear brand Cotopaxi, said Brad Hiranaga, chief brand officer, at Adweek’s Retail Media Summit in Minneapolis, Minnesota, last week.
Among other initiatives, the company donates 1% of its revenue to organizations fighting global poverty.
“You work on brands and you have to think, how can I phrase something interesting for this brand?” said Hiranaga, who previously held the chief marketing officer role at General Mills.
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