NBCUniversal (NBCU) has tapped brand innovation firm BBMG to help elevate its corporate social responsibility efforts. NBCU—one of the largest media and entertainment companies in the world—will leverage BBMG’s sustainability expertise and extensive consumer research capabilities to explore ways its newly expanded CSR team can achieve an even greater positive impact. To help boost the organization’s CSR efforts, BBMG will survey its proprietary community of New Consumers, The Collective, to analyze media habits, attitudes and the issues they care about most.
NBCU owns and operates several news and entertainment networks, including NBC
Entertainment, Bravo and CNBC; a major motion picture company; television production operations and theme parks. The company is seeking to expand its Green is Universal initiative, which identifies ways NBCU can “walk the talk” by integrating sustainability and environmental responsibility into every aspect of its operations.
“In many ways, Green is Universal is already a shining example of corporate
responsibility: It has multimedia, cross-platform programming; ongoing education
components; and robust employee buy-in,” said BBMG founding partner Mitch
Baranowski. “We’re so excited to bring passionate, savvy, idea-filled New Consumers
into the conversation, and help NBCU bring their Green is Universal to the next level.”
BBMG has identified New Consumers—those who consider both practicality and
purpose while shopping—as an essential bridge for green brands looking to go
mainstream, and for large brands hoping to incorporate sustainability in an authentic
way.
From local, healthy farming to CSAs and urban beekeeping, the sustainable food movement has gained considerable traction in recent years. But serious challenges remain around scaling sustainable food solutions and providing fair access to them.
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