Insights

The latest views and opinions on brand purpose, corporate citizenship, company culture, and storytelling from thinkPARALLAX.

Why Brand Communicators Deserve a Seat at the Strategy Table

by Guusje Bendeler on Tuesday October 30, 2018

Anything that can have implications on the perception of the brand should be reviewed and weighed in on by brand communication experts. But even beyond general awareness, interplay and collaboration b.... READ MORE

How to Communicate Diversity and Inclusion When You Aren’t Quite There Yet

by thinkPARALLAX on Wednesday October 24, 2018

While sustainability and citizenship mean different things to different people, these terms are most commonly associated with a company’s impact on the external world, focusing heavily on social and.... READ MORE

Why communication makes or breaks your sustainability strategy

by Jonathan Hanwit on Thursday September 20, 2018

Did you know that Walmart is spearheading an initiative to avoid one billion metric tons (a gigaton) of greenhouse gases from the global value chain by 2030? Or that 7-Eleven has an “Operation Chill.... READ MORE

Taking a stand: Nike Just did it right

by Nathan Sanfaçon on Thursday September 6, 2018

Brands taking a stand is all the buzz these days as more than two-thirds of consumers believe it’s important for brands to take a stance on prevalent political and social issues – a figure expecte.... READ MORE

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How Purpose Can Help Alleviate Problems Faced by the Embattled Energy Industry

by Nathan Sanfaçon on Monday July 2, 2018

When we think of a company’s purpose, we often acknowledge it as the company’s “why” – its reason for being in business beyond making a profit. While this is true, purpose is much more than .... READ MORE

The Outdoor Office: Integrating the Benefits of Nature into Our Workplaces

by Jonathan Hanwit on Monday July 2, 2018

The environmental sustainability community has approached a true “green” building standard through their LEED Certification program, nudging the construction industry in the direction of sustainab.... READ MORE

The Bright Side of the Brand - Going beyond “purpose” to build brighter brands and better businesses

by thinkPARALLAX on Thursday May 31, 2018

The “brand purpose” bandwagon has become awfully crowded. And as more and more brands seek to capitalize on the opportunity to cast themselves in a more authentic, meaningful light, the language o.... READ MORE

The benefits of a signature citizenship initiative

by Jonathan Hanwit on Thursday May 3, 2018

A national organization recently approached thinkPARALLAX for strategic consultation on the development of a signature volunteer program. The company already has a strong foundation in place, with 34%.... READ MORE

We love exploring interesting topics with other purpose driven businesses.

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Earth to Starbucks: Racial bias is bigger than you

by thinkPARALLAX on Thursday April 19, 2018

In response to the recent news that a Starbucks manager called 911 leading to the arrest of two black men in a Philadelphia location, Starbucks announced that they will be closing 8,000 US stores to c.... READ MORE

How purpose unlocks disruptive innovation

by Jonathan Hanwit on Thursday April 12, 2018

In today’s era of rapid innovation, companies of all sizes must constantly evolve in order to remain competitive. Disruptive innovation can happen to any industry at any time, so staying ahead of th.... READ MORE

Marketer’s adoption of brand purpose

by Jonathan Hanwit on Thursday April 5, 2018

Last week, I traveled to Dana Point, California to attend the ANA Brand Master conference, a 3-day event focused on marketing and advertising, with many sessions led by CMOs for national and multinati.... READ MORE

3 Approaches to building customer trust through transparency

by Jonathan Hanwit on Wednesday March 28, 2018

In February, KFC in the United Kingdom had a bit of an issue — they ran out of chicken. While the irony is almost comical, fried chicken lovers in Britain were outraged, and the internal stress KFC .... READ MORE

5 Reasons why purpose matters to employees

by Guusje Bendeler on Thursday March 29, 2018

We talk a lot about corporate values these days (think Uber, CVS and DICK’S Sporting Goods), and the need to know what an employer stands for. When our employer’s values are clearly stated and act.... READ MORE

Purpose-driven employees are your strongest brand ambassadors

by Guusje Bendeler on Tuesday January 23, 2018

You’ve probably read the proliferation of literature about the benefits of hiring purpose-driven employees, which can result in increased productivity, higher retention rates, and more effective col.... READ MORE

5 Hacks to activate purpose in the workplace

by Jonathan Hanwit on Friday January 12, 2018

It should come as no surprise that purpose - defined as your company’s aspirational reason for being beyond profit - plays a key role in the direction of your business on multiple levels. Purpose is.... READ MORE

6 Things to consider when developing a community impact strategy

by Jonathan Hanwit on Tuesday November 14, 2017

Last month, thinkPARALLAX supported The Shine Project Foundation, a San Diego-based nonprofit that partners with local businesses and organizations to provide enrichment activities for children in th.... READ MORE

5 Tests to sharpen your citizenship strategy

by thinkPARALLAX on Thursday November 23, 2017

If you want to reap the benefits of good corporate citizenship — stronger reputation, better employee engagement, greater social license to operate, deeper customer relationships — you’ve got to.... READ MORE

The 2 most important pages of your sustainability report

by thinkPARALLAX on Wednesday August 23, 2017

For this post, I’m going to narrow the focus to what I believe are the two most important pages of your report: the CEO Letter..... READ MORE

The purpose conflict - Confessions of a purpose-driven agency founder

by Guusje Bendeler on Monday April 17, 2017

A few weeks ago I had the opportunity to attend Imperative’s Purpose Leadership training. While there, I took the time to reflect – not only on my own journey as the leader of a purpose-driven age.... READ MORE

7 Tips to make your sustainability story worth reading

by Jonathan Hanwit on Tuesday June 13, 2017

Living and breathing in the sustainability communications space for the last eight years sometimes feels like listening to a broken record. We’re constantly encountering like-minded, passionate envi.... READ MORE

Uber’s leadership crisis and how values impact brand

by thinkPARALLAX on Monday October 23, 2017

It appears that Uber’s chickens have come home to roost. A steady drip of negative stories over the past several weeks has snowballed into a full communications crisis — one that peaked recently,.... READ MORE

Rooted in purpose - The latest views and opinions on brand purpose, corporate citizenship, company culture,

by Guusje Bendeler on Wednesday November 22, 2017

How can a company's CSR strategy have impact? When developing a sustainability strategy, it's important to make sure it's aligned with, and not separate from, existing business strategy. .... READ MORE

6 Ways to talk sustainability with any audience - Takeaways from a discussion with Autodesk, Wells Fargo, and NRG

by thinkPARALLAX on Wednesday August 17, 2016

On Friday, September 24th thinkPARALLAX and Triple Pundit organized a meetup and discussion between leading sustainability influencers in the Bay Area inside of Autodesk’s San Francisco headquarters.... READ MORE

Building an Engaged Work Culture - Culture starts with a purpose

by Jonathan Hanwit on Thursday March 3, 2016

Over the course of history, factors like politics, geography and economics have shaped the personalities of regions throughout the world – leaving each one with its own distinct and unmistakable fla.... READ MORE

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Why Brand Communicators Deserve a Seat at the Strategy Table-

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