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Business thrives on data. We know that data drives strategy, innovation, and decision making, yet many businesses fail to unlock its full potential. While budgets are allocated and data is gathered and analyzed, a common issue arises: A lot of data remains underleveraged in the long term. When it comes to climate data, this gap is more of a chasm. Despite the growing urgency around sustainability, environmental data is often not being effectively harnessed, particularly in brand communication, since companies want to avoid the pitfalls of greenwashing. This gap is a missed opportunity for businesses across all industries. Youve probably seen countless claims around eco-friendliness, green, and net zero, but the reality behind these terms is often far more complex than the slogans suggest. Too often, the actual data behind these claims is oversimplified or ignored, leaving consumers without the insights they need to make informed decisions. Read on to effectively translate climate data into authentic, actionable marketing messaging, from a tech founder who built a company grounded in science-based climate data and its real-world applications. Enhance granularity and accuracy There is a reason why tech companies emphasize the importance of detailed and accurate data. For data to be both credible and actionable, it must first achieve a high degree of precisiona solid foundation that allows businesses to make confident decisions. For example, my company Vaayu provides software that enables retail brands and businesses to track their global impact. The technology generates granular, precise data on key areas such as carbon emissions, water usage, and waste through an automated calculation process. This level of detail helps partners identify specific areas where they can make targeted reductions in their footprint and, crucially, communicate to shoppers about it, driving more meaningful sustainability outcomes. By leveraging the most robust data available, businesses gain insights that can be translated into transparent, credible marketing messages that resonate with consumers. Build climate data understanding In business, data empowers everyone involved. To effectively translate climate data into consumer-facing messaging, its essential to get as many eyes and ears on the data as possible. By involving diverse perspectives throughout the process, the data can be refined into something that is easy to understand while preserving its nuance and detail. In fact, as a lifelong advocate for carbon literacy, Ive found that the most impactful way to drive real change is by involving team members that hail not only from science but across communication, climate strategy, and more. By fostering a shared understanding of data, teams can better collaborate, translate insights into meaningful actions, and communicate transparently with consumers, ultimately building credibility and trust. Let the data tell the story Once brands gain clarity on what they can and cannot say, data becomes the perfect storyteller, offering not just accurate conclusions but also persuasive ones. In many cases, this alignment is what drives the most compelling success stories. Take the recent work of Vestiaire Collective, a global online marketplace specializing in buying and selling pre-owned luxury fashion and accessories. Through its collaboration with Vaayu, Vestiaire Collective harnessed the cost-per-wear metric to highlight the economic and environmental benefits of preloved fashion. The data that fueled this campaign came from an extensive consumer survey, drawing insights from over 13,000 respondents globally. To obtain the cost-per-wear metric, we analyzed data from 250,000 transactions, cross-verified and scaled with literature values. We found that preloved luxury items purchased on Vestiaire Collective were 33% more affordable long term than brand new fast fashion, contrary to what most consumers would believe. This unique survey sets the stage for a future where consumers reconsider their fashion investments, with findings indicating that 70% prioritized items with a good resale value, also signaling a shift in consumer behavior. “By leveraging Vaayu’s carbon tracking technology, we have shown that preloved fashion offers both economic and environmental benefits, says Dounia Wone, chief impact officer of Vestiaire Collective. Together, we can transform consumption habits and create a more sustainable world.” Trustworthy, accurate data is essential for translating complex climate insights into compelling marketing. Vestiaire Collectives campaign demonstrates that reliable data drives impactful storytelling, highlighting both environmental and financial benefits. The future we need to build isnt just about ticking boxesits about driving a real shift in behavior and practices, aligning profit with purpose. When brands use their data strategically, it has the potential to ignite consumer trust and spark meaningful change. So, as businesses fully embrace climate data, they are not simply participants in the sustainability conversation; theyre leading it. Namrata Sandhu is cofounder and CEO of Vaayu.
Category:
E-Commerce
When news broke that the United Healthcare CEO was shot in broad daylight early last month, outrage erupted online. But it wasnt aimed at the assassin. Instead, it was directed at the broken U.S. healthcare system he represented. But, it turns out, for those who expressed negative sentiment about insurance companies online, the government was watching. A document obtained by the transparency nonprofit Property of the People via the New York State Intelligence Center, and reported by journalist Ken Klippenstein on his Substack, warned against users online wanting to counter corporate greed. Marked LAW ENFORCEMENT USE ONLY, this type of document is typically inaccessible to the public, and is only in the public domain thanks to the transparency efforts of Property of the People. The warning signs come as a sea of social media posts indicate that shooting suspect Luigi Mangione might be viewed as a ‘martyr’ who could inspire extremists to action, the document reads. There is a concern with potential copy-cat attacks, increased online threats of violence, and potential for hoax or doxing incidents directed at high-profile corporate employees or public leaders. The report cited examples including a viral online poll asking, Who is the most hated CEO in America? and the Wanted posters that briefly appeared around Manhattan, displaying the names and salaries of several health insurance executives. (In response, panicked executives scrambled to scrub their personal information from the internet and hired additional security.) The document also mentioned the wave of positive posts on social media about Mangione. One X user described his perp walk as the Hardest pic of 2024. Another replied to the NYPD News X account, Did you guys . . . make him hotter? According to Klippenstein, the document is part of a larger wave of threat reports circulated among law enforcement by intelligence hubs established after 9/11 to combat terrorism, known as fusion hubs. Mangione is currently facing 11 state criminal counts in New York, including first-degree murder and murder as a crime of terrorism. If you were one of those who liked his mug shot or a related meme, be wary. Oh, so everyone? one reader commented under Klippensteins post. That narrows it down.
Category:
E-Commerce
Ashley Abramson first came across Sophie Cress in a cold pitch to her work email. Cress was asking to be an expert source for any stories Abramson was working on as a freelance reporter. Ive got over 8 years of experience and qualifications in Psychology and Couples & Family Therapy, and I’m enthusiastic about exploring potential collaborations, especially in the areas of love, relationships, or LGBTQIA+ topics, Cress wrote. She provided a list of links to articles where shed supposedly been featured as an expert. Her email address, linked to a website reviewing sex toys, caught Abramsons attention. Then, when Abramson insisted that she could only conduct interviews over phone or video call, Cress ghosted. In a recent investigation for Allure, Abramson dug deeper into Cress’ background and alleged qualifications. Turns out, she doesnt actually exist, and was created by the Latvia-based owner of sex toy review site Sexual Alpha to boost traffic and improve the site’s search rankings. Dainis Graveris, the owner of Sexual Alpha, did not respond to Abramson’s requests for comment but Abramson decided to investigate further. She started by searching for evidence of a “Sophie Cress” or similar names licensed in North Carolina or holding the degrees and certifications Cress claimed. She found none. Abramson also discovered that Cress headshot was a stock image, and the woman pictured was not called Sophie Cress. Most journalists contacted by Cress simply took her at face value, allowing her operators to dupe outlets from the Metro to the Daily Mail. As Abramson writes, of course, anyone could always claim to be anyone and AI programs make it easy to generate a chunk of text that seems, at least at first skim, like it was written by an expert in any field you can think of. This is a classic case of what is commonly known as internet slop: scammy, AI-generated content thats becoming increasingly widespread online and beyond. Some studies have even found that people rated AI-generated content more favorably than that created by humans (or at least cant tell the difference). This rising tide of slop only serves to clog the internet, which is already drowning in misinformation, further. While this is unlikely to be some sort of election-altering Russian disinformation campaign, Abramson concludes, I wouldnt say its a sign of a particularly bright future.
Category:
E-Commerce
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