Grounded World on LinkedIn: What are B Corps and can they help us travel more responsibly? (2024)

Grounded World

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Conscious of the indeniable impact that tourism has on local communities, travellers have increasingly been seeking more responsible experiences. According to Booking.com’s 2023 Sustainable Travel Report, 76% of respondents want to travel sustainably over the next 12 months, while 2021 research by Google found that 71% of people think travel companies should offer more sustainable choices.But while a majority of travellers want to book more responsible trips, only about a quarter do. This is known as the ‘intention gap’. Factors such as price and convenience play into this, but it can also be because travellers simply don’t know where to turn for accurate and reliable information.The situation hasn’t been helped by tenuous sustainability claims and jargon, which have flooded brochures and social media feeds in recent years. This is where certifications come in, which try to cut through the noise by providing a badge that lets customers know a company is doing all it claims to be doing.B Corp certification (certified by B Lab) has never been more important for travel and the intersection in apparent. Travel enables us to embrace our planet in its natural world and the cultural communities that shepherd these ecological systems. By traveling with B Corp, we can actively close our own intention action gaps to traveling more ‘sustainably’. Be sure to include #BCorp #TravelBusinesses in your summer plans! 🌎 🧳 Intrepid Travel Much Better Adventures Inside Travel Group | B Corp™ Luxury Cottages | B Corp 🌿 Travel Matters | B Corp Steppes Travel #SustainableTravel #BCorpCommunity #SustainableSummer #BCorpCertified

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    Most of us would consider too muchpride more of a vice than virtue...except during Pride month perhaps! Pride Month came to bein honor of the Stonewall Uprising,when, angered by police harassment and social discrimination, members of the LGBTQ+ communityrioted outsidetheStonewall Inn -a gay club located in Greenwich Village on June 28th, 1969. This was a cultural tipping pointforthe Gay Liberation Movement here in the United States. Since then it has gatheredmomentum, largely since theearly 90s, to become a commercial juggernaut,spawning a variety of parades, festivals, fiesta and community events around the world - along with A LOTof marketing.So we've curated a bit of a cross section - of the good, the bad and the ugly from queerbaiting and asylum seekingto why pride is good for business and inspirational talks on TedX. So, wherever you stand,take your pick and take Pride!#TimeToGetGrounded #PrideMonth #BrandPurpose

    Grounded in Pride Grounded World on LinkedIn

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    It wouldn’t be summer without sunscreen 🌞🧴 & it wouldn’t be sunscreen without plastic. As we know, plastic and beaches are not the dynamic duo we need… with increasingly more plastic in ours oceans than fish— plastic is a problem. In true recycling pioneer fashion, TerraCycle is leading the way with how we address plastic packaged sunscreen. TerraCycle has announced a partnership with leading skincare brands to offer sunscreen packaging solutions. Traditionally, "sunscreen packaging has been deemed unrecyclable due to its complex material composition and the presence of residual products. The intricate blend of plastics and other materials used in these containers, combined with the difficulty of completely removing product residues, poses significant hurdles for conventional recycling processes." TerraCycle has partnered with prominent names in skincare including:Acure Beekman 1802 Burt's Bees Dermalogica eos Products Josie Maran Murad Paula's Choice Skincare Weleda AG Be sure to support brands actively closing the intention-action gap for plastic recycling this summer! #TimeToGetGrounded #PlasticRecycling #CleanBeaches #Recyclable

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    Everyday we’re confronted with plastic. And everyday plastic pollution gets worse. But what are we actually doing about it? We don’t #ChooseToRefuse plastic in our day to day lives nearly enough, making us complicit and increasing the intention-action gap to solving our global plastic problem. It’s not all our fault as consumers and we know that (partially why we remain complicit… placing blame on the companies aggressively producing more plastic). That’s why Plastic Free July is so important— because it challenges us to change the status quo and take REAL action. Plastic Free July is a global movement that helps millions of people be part of the solution to plastic pollution by providing resources and ideas to help reduced single-use plastic waste everyday at home, work, school and even at your local establishments. Join us this month is refusing single waste plastic and take the challenge! (Link to register in the comments) #TimeToGetGrounded #PlasticFreeJuly #PlasticPollution

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    We all know pride season separates the professionals from the amateurs in marketing— only few are appropriately championing brand purpose in alignment with Pride.And who are these brand purpose champions you may ask? Our Pride & Purpose shortlist is 🥁 Skittles - When it comes to Pride, Skittles has mastered the rainbow.Absolut Vodka (The Absolut Group) - For more than 40 years, Absolut has been an ally brand to the LGBTQ+ community. From being the first sponsor on Rupaul’s Drag Race to collaborating with iconic queer artists like Keith Haring and Andy Warhol in the 80’s, Absolut has been leading with Pride long before others.LEGO (the LEGO Group) - Compared to the other brands in this list, LEGO does not have a longstanding history of being a Pride champion but they do deserve credit for theirEveryone is Awesome LEGO set. MAC Cosmetics - Since being founded in the 80s, another veteran ally is MAC Cosmetics.MAC slays Pride month marketing by way of their iconic 'Viva Glam' campaign, the lipstick that saves lives!It’s not easy as a brand to be proud on purpose, but these brands are giving us world class references on how to align brand purpose with Pride not only appropriately but profoundly. #TimeToGetGrounded #CelebratePride #Purpose #PrideCampaign

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    “I have never been so moved by an ad before?? I have probably never seen lesbians in an ad before. I feel like this ad showed me my life and I’m literally crying over this ad???”This is the top YouTube comment under Lindex’s “Underwear for Life” campaign. “From puberty to menopause and all the wonderful moments in between and beyond.” Simply put. Not only does Lindex capture the essence of womanhood in this compelling campaign but does so inclusively. As we reflect on LGBTQ+ representation in marketing, “Underwear for Life” provides a best-in-class example of inclusive storytelling. “We are women. We are you. Welcome to our world where everyone is invited.” — Lindex #Pride #BestInClass #DEI

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    You know it’s going to be a good campaign when there’s an age-restricted warning ⚠️ One of the hilarious campaigns to come out of this year’s Cannes Lions International Festival of Creativity’s new ‘Humour’ category is:ROCKSTAR STATUS — by Artotel Group Literally breaking all the rules of hospitality, Artotel Group gives loyal customers a chance to party like a rockstar 🤘depicting guests doing their best damage. The funniest part of the ad might be the end with the caveat noted *Terms & conditions may apply* This campaign, alongside other giggle-worthy ones like MullenLowe U.S.’s Knorr Bouillon Bag that were featured in the inaugural ‘Humour’ category, come at a time when there hasn’t been much to laugh about. ‘Saturday Night Live’ Comedian, Kenan Thompson, had this to say at #CannesLions2024:“Humor cuts through the noise. We live in a state of constant assault on our sense, but if something is funny, you’ll seek it out. It doesn’t mean we shy away from tough stuff, humor is one of the best ways to deal with rough things going on in the world.”#TimeToGetGrounded #Humor #CreativeCampaign

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    In honor of Juneteenth, we have put together some best-in-class examples of brands observing the federal holiday. Swipe for full details!#Juneteenth #CelebrateEducateAgitate #TimeToGetGrounded

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Grounded World on LinkedIn: What are B Corps and can they help us travel more responsibly? (2024)

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