We’ve just wrapped up our 8-part blog series on “Breakthrough Creative.” Hopefully, we’ve given you ideas and examples of how to improve your brand’s creative efforts—from storytelling techniques, to tips on photography and copywriting, to research, to better use of data. I understand all too well that the hardest part is yet to come—actually putting these ideas into action. Actually doing the work and investing the time, energy and money to get it right are easier said than done. So, now that we’ve armed you with some pointers on the things to do, I thought I’d give you some advice on what NOT to do. Here are three traps to avoid which will ultimately affect a healthy ROI. Learn what NOT to do at: https://www.jschmid.com/blog/breakthrough-creative-creative-killers/

Each holiday season is a delight. There’s the joy of sending gifts, the exhilaration of receiving one, and the excitement of connecting with family and friends. Every year, the U.S. Postal Service makes that a reality, serving a critical role in keeping traditions and connections alive. This year that role feels even more meaningful as we celebrate our 250th anniversary with a holiday marketing campaign we call Delivering Since 1775. For 250 years, peace of mind has been at the heart of USPS, especially during the busy holiday season. Whether it’s a handwritten card, a long-awaited package or a last-minute gift, our role has always been to deliver more than mail. We deliver reassurance, connection and trust.

Sustainability is no longer a one-size-fits-all message. As more consumers become aware of environmental issues, their attitudes and actions toward sustainability vary widely. A recent international report by GlobeScan, backed by a mix of global brands and environment-focused initiatives, sheds light on these differences—identifying four distinct consumer mindsets regarding sustainability. These insights can help brands, including those in the print and paper industries, tailor their messaging and products to better engage customers. Based on a survey of over 30,000 consumers across 31 markets, GlobeScan’s Road to 2025 report categorizes consumers into four groups: Anxious Inactives, Indifferents, Enthusiasts, and Minimalists. Each group requires a unique approach to encourage more sustainable behaviors. Let’s explore each mindset and how companies can effectively reach them. Anxious Inactives (28%) - The largest segment of the population, Anxious Inactives, are environmentally conscious but feel overwhelmed by the scale of the climate crisis. Many of them—especially Gen Z consumers—experience guilt and anxiety about their personal impact, which often leads to inaction.