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Outdoor brand Vaude overhauls how it talks about sustainability to meet tough new EU anti-greenwashing rules — and turns compliance into credibility.

Sustainable-food brand Followfood has flipped the German telecoms' endless 'best network' advertising into a campaign for sustainable fishing, with the line 'No signal? Great!'

French packaging eco-organisation Citeo has launched 'La vie après le tri', a 360° campaign via agency Belle showing what actually happens to packaging after it is sorted.

Brazil's state oil giant Petrobras is testing the Cardano blockchain to trace sustainable aviation fuel and renewable diesel across the supply chain and prevent double-counting of emissions benefits.

French eco-brand Love & Green has launched its first outdoor campaign, via agency BIG Success, building a 'Safe Care' territory around protection as it stretches from baby care into feminine hygiene.

Scholz & Friends casts actor Merlin Sandmeyer as a 'love coach' for Stadtwerke Stuttgart, reframing the energy transition as a relationship between residents and their city.

Patagonia's '11.2 Million Vote Project' offers customers $100 for getting three people to make a voting plan — fusing activism with customer acquisition.

France's timber sector is running a striking category campaign asking people to picture life without wood — a smart use of absence to make an everyday material feel indispensable.

Canal+ Brand Solutions donates a shared 'solidarity advertising screen' to the Fondation pour la Recherche Médicale, with EDF, Intermarché, MAIF and Unibet co-funding — a lesson in structural, not performative, purpose.

France's Union des Marques has updated Oneframe, its reference tool for measuring the carbon footprint of advertising campaigns, extending its reach and harmonising methods.

Seven in ten brands say partnerships with non-profits change their business for the better, new research reported by Marketing Week finds — as purpose partnerships mature.

French eco-organisation Alcome has picked agency Josiane, after a pitch, for its next public campaign to cut cigarette-butt litter, backed by a reported €78m 2026 budget.

The ADMTV and specialist DK have launched a metric measuring CO2e per completed viewed second per 1,000 contacts — and it shows social video far out-emitting TV.

The ASA has banned ads from Thomas Cook, Loveholidays and DialAFlight for unqualified 'eco' hotel claims — here's why bare green words now fail by default and what marketers should do.

A study by Wortliga and Media 4 Nature reviewing hundreds of company websites found the majority of environmental claims would violate the EU's EmpCo directive, which takes effect at the end of September 2026.

Ikea and thjnk's 'Gemacht fürs Leben' dramatises durability by following one wardrobe across life stages — a lesson in making an abstract benefit felt, and selling sustainability through emotion.

As advertisers face pressure to report campaign CO2, a bigger German player is forming — a martech/sustainability niche that's quietly becoming a buying criterion.

France's per-garment penalty on ultra-fast fashion takes effect on 1 September 2026, explicitly targeting Shein, Temu and AliExpress.

Liquid Death and Jason Kelce's Garage Beer launched a satirical 'We Want Your Pee' campaign urging Americans to save urine to 'cool' AI data centers — a culture-jack built for earned media.

Newman's Own is repositioning its 'give-it-all-away' founding story for a generation that doesn't remember Paul Newman — a case study in how purpose brands stay relevant across generational gaps.