/ JOURNAL
Stories, ideas, and methods
Proof, regulation and cause-marketing practice.
· claims· greenwashing“Committed”, “responsible”, “for the planet”: why generic claims are running out of road
“Committed”, “responsible”, “for the planet”: words that point at good without saying what was done. A three-question test to make claims checkable.
· proof· contributionFrom media budget to verified contribution: what evidence should a brand keep?
Saying a campaign "supports" a cause is easy. Three separate files show what was promised, what was paid, and what can honestly be claimed.
When a brand stands with a cause: what the partnership must actually do
A partnership is not a logo in the end frame. Five questions show whether a brand is standing next to a cause or doing something for it.
· proof· claimWhat counts as proof when advertising claims a cause
When ads claim a cause, proof is an inspectable chain — claim, action, recipient, evidence — not mood, colour, or logo association.
· regulation· EmpCoWhen “green” becomes a prohibited claim: what EmpCo changes for advertisers
From 27 September 2026, vague environmental claims in consumer advertising face a harder test. EmpCo does not end purpose-led campaigns. It ends purpose without proof.
From Advertising to Activism: Why Consumers Now Expect Real Brand Commitment
1% of Your Media Budget Can Change Everything: The Proof Is in the Numbers
10 Reasons to Integrate Ad for Good Into Your 2025 Media Strategy
AI-Powered Hyper-Personalization: The Future of Cause Marketing