Client Success Story

Mars, Inc.

Crafting Net Zero communications and accelerating sustainability storytelling at one of the world’s most beloved CPG brands

Client Overview

Mars, Incorporated is one of the world's largest family-owned businesses, with a diverse portfolio spanning confectionery, food, and pet care products. With iconic brands including M&M's, Snickers, Royal Canin, and Pedigree, Mars operates in over 80 countries with more than 140,000 Associates. The company has long committed to sustainability through its Sustainable in a Generation Plan, addressing climate action, responsible sourcing, and thriving communities across its global value chain.

The Challenge

As sustainability regulations evolve and stakeholder expectations intensify, Mars faced the complex challenge of communicating its extensive sustainability initiatives effectively to diverse audiences. The company needed to balance regulatory compliance with compelling storytelling that would resonate with consumers, investors, and Associates worldwide. Additionally, Mars required consistent sustainability messaging across its various business segments while ensuring non-sustainability specialists could accurately communicate about these initiatives.

With ambitious climate targets including achieving net zero emissions by 2050, Mars needed strategic communications support to translate technical sustainability information into impactful narratives that would strengthen the company's reputation as a sustainability leader while satisfying increasing disclosure requirements.

Our Approach

Hower Impact partnered with Mars to provide comprehensive sustainability communications expertise across multiple initiatives. Our team worked as an extension of Mars' sustainability and communications functions, offering strategic guidance, content development, and technical sustainability communications knowledge. We collaborated closely with Mars teams and agency partners to ensure consistency, accuracy, and impact across all sustainability communications.

Our approach emphasized:

• Translating complex sustainability data into accessible narratives

• Developing communications that satisfy both compliance needs and stakeholder engagement goals

• Creating resources to empower internal teams to communicate sustainability accurately

• Providing strategic counsel on sustainability reporting best practices

• Supporting the launch and amplification of key sustainability milestones

Key Deliverables

The Mars Net Zero Roadmap

• Collaborated with Mars' sustainability and communications teams to develop a comprehensive Net Zero Roadmap detailing the company's path to net zero emissions by 2050

• Crafted compelling copy that balanced technical accuracy with engaging storytelling

• Provided strategic counsel on visual presentation and design elements to enhance comprehension

• Developed a launch strategy to maximize visibility and stakeholder engagement

• Created supporting communications materials for diverse stakeholder groups

Mars Sustainable in a Generation Report

• Guided the editorial development of the 2023 Mars Sustainable in a Generation Report

• Streamlined complex sustainability data into clear, compelling narratives

• Provided design direction to ensure optimal presentation of sustainability information

• Ensured alignment with emerging reporting frameworks and regulatory requirements

• Developed a modular approach allowing content to be repurposed across channels

Mars Petcare Sustainability Claims Toolkit

• Led the creation of a comprehensive Sustainability Claims Toolkit for Mars Petcare

• Developed user-friendly resources to help non-sustainability specialists communicate accurately about sustainability initiatives

• Created guidelines for compliant and credible sustainability communications

• Included practical examples and templates to facilitate consistent messaging

• Incorporated best practices for avoiding greenwashing and maintaining credibility

Fractional Sustainability Communications Support

• Served as an on-demand sustainability communications resource for Mars

• Provided ad hoc counsel on sustainability reporting trends and best practices

• Supported media relations for sustainability announcements and milestones

• Developed specialized content for targeted stakeholder communications

• Advised on sustainability communications strategy across global markets

Results

Hower Impact's partnership with Mars delivered significant value across multiple sustainability communications initiatives:

• Enhanced Leadership Positioning: Strengthened Mars' reputation as a sustainability leader through clear articulation of ambitious commitments and progress

• Regulatory Compliance: Ensured all sustainability communications met evolving regulatory requirements while remaining engaging and accessible

• Internal Capability Building: Empowered Mars Associates to communicate sustainability initiatives accurately and confidently

• Stakeholder Engagement: Increased engagement with sustainability content among key stakeholders, including consumers, investors, and industry partners

• Cross-Functional Alignment: Improved consistency in sustainability messaging across Mars' diverse business segments

• Resource Optimization: Maximized the impact of sustainability communications through strategic content development and repurposing

Through this ongoing partnership, Mars continues to effectively communicate its sustainability journey, translating complex initiatives into clear narratives that build trust, enhance reputation, and drive positive environmental and social impact.