Afleveringen
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Weâre only consciously aware of 0.0004% of everything around us at onceâŠread that again!
Fake news, real news, social media, pickup artists. With all the messages we see and decisions we make every day, have you ever thought about how we are constantly being nudged towards one thing or another? In this episode we explore behavioural science with Patrick Fagan and whilst all communications are design to influence and manipulate in some way, how can we (marketers / communicators) use skill, creativity and influence for good?
When it comes to marketing, our role is to understand needs and desires, tune in to what people want and then talk to them about how our products and services benefit them, meeting those needs and desires and helping them to feel a particular way to purchase or engage. But, as weâve talked about many times on our podcast series, we need to rethink the role of marketing, we need to evolve our stories, drive awareness, educate, shape new behaviours and get people to care enough to want to make different choices, or change behaviours. There is SO much for Marketers to take away from this conversation with Patrick - from frameworks, steps and examples to connecting the dots. Itâs a must listen. Tune in as we talk to Patrick about:
The nuances of language and how they are ordered
Nudge theory and Cialdini's 6 Principles of Influence
Types of nudges - the most used and the most powerful
What we can do as communicators to change behaviours through choice architecture
Fear messaging
Creating campaigns which cut through the noise
Finding out about brainâs âmemory bouncerâ
For more information about Patrick Fagan, the books heâs written, and the work he does - you can follow him on LinkedIn or visit https://www.patrickfagan.co.uk/
EnjoyâŠ
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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Honing in on the âSâ of E S G â a critical component of the sustainability journey
ESG â environmental, social, governance, a subject that has been an increasing topic of debate and discussion, but what about the S?
In this episode we speak to Beth Knight, a leading figure in social impact and sustainability, with over 15 yearsâ experience in purpose-led business transformation â Beth shares incredible insights as we take a deeper diver into the âSâ for social - an area that, whilst often the least talked about, is critical for key stakeholders (employees, customers, communities) who are looking to gauge whether they want to engage.
With information being more accessible, people are more vocal, and therefore, it is no longer enough for organisations to simply broadcast messages that stakeholders take at face value, without question.
Beth speaks about the rise of data and sentiment monitoring to understand if your brand is doing well beyond the campaigns and how looking at the full health of your organisation is now a critical part the sustainability journey.
We discuss the challenges faced by large corporations who have teams dedicated to ESG and sustainability and Beth shares some insightful âhacksâ for SMEs who perhaps donât have the resources, but need to start or accelerate their journeys.
Bethâs commitment to making a positive impact is unwavering â and with her wealth of experience, we could have picked Bethâs brains for hours â so many insights and examples.
Tune in to hear Beth talk about:
How we raise the profile of the S in ESG?
The acceleration of the social impact conversation and the opportunities that align with that social side.
How we advance the conversations and narrative both internally and externally.
The importance of understanding the materiality assessment of an organisation and the social impact indicators within that.
How as a Marketer you should be helping your organisation plan how you're going to proactively engage with key stakeholders on the âSocialâ topics.
The challenges being faced by SMEs and the âhacksâ to navigate them.
The role of Social Marketing (not to be confused with social media marketing) in educating, driving awareness and changing behaviours.
For more information about Beth Knight - you can visit her site.
EnjoyâŠ
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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Zijn er afleveringen die ontbreken?
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âBe the voice of the consumer who wants to do more.â
ESG â environmental, social and growth, (yep you read that right), growth rather than governance. We absolutely loved that take from Sandy Skees, Purpose and Impact Global Lead at Porter Novelli. Weâve wanted to talk to Sandy for some time since we came across their research on the âIntention â Action Gap - the âRise of the Conscious Consumerâ, when writing âCan Marketing Save the Planet - 101 Ways to use Sustainable Marketing as a Force for Goodâ.
This particular piece of research looks at peopleâs willingness to adopt changes to their behaviours, and not just by purchasing âgreenâ products. Sandy shares example after example of the significant shifts that are happening with consumer appetite and behaviour - shifts which are some of the biggest indicators yet that things are starting to change, and quickly.
Tune in and listen as Sandy shares many fascinating insights from the data and research and, her vast knowledge and decades of experience in this space. Youâll learn:
What the pressure points are in driving new mindsets.
What Marketers need to do and why a focus on culture change is critical.
Why one of the most important roles of business is to change societal behaviours and how communication is the most powerful way of doing this.
Why communication has to be intentional.
What is holding brands back.
What some of the biggest challenges facing marketers are.
For more information about Sandy Skees - you can visit her site.
To view the research The Gap Between Say and Do - see here.
EnjoyâŠ
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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âIf you can change how people spend their money, you can change the world.â
Social Impact, sustainable business, creative ideas and changing behaviours, these are just some of the areas that we explored with Chris Baker, strategist turned entrepreneur and CEO of Serious Tissues.
With behavioural science sitting behind so many successful business models Chris talks to us about his experience across a number of social impact businesses and initiatives that he is involved with, and how a simple switch can make such a positive impact.
Youâll hear us discuss the growing momentum behind sustainable toilet rolls and tissues both within B2B and B2C, bamboo vs. recycled paper and the challenges and opportunities that he is currently seeing. We discuss Chrisâs upcoming book exploring social impact and how itâs becoming more fundamental than ever for organisations, the rise of impact investing and how doing good is becoming a competitive advantage. Chris talks about the journey writing his book took him on as he spoke to multiple change brands working towards securing a more sustainable future. Chris shares so many examples, this episode will leave your minds brimming with ideas and inspiration.
Join us as we talk to Chris about:
Social marketing and behavioural science and why theyâre at the forefront of driving commercial and social good.
The challenges of changing behaviours and the approaches you can take.
How little changes add up and can open the door to bigger lifestyle changes.
When it comes to change, the need to look at what you are doing through the lens of opportunity â and framing them as such, as opposed to a threat.
The intriguing concept of disrupting from within.
The need to put the right metrics behind innovation to avoid setting it up to fail from the get go.
The rise of impact investing and how it can scale the good.
For more information about Serious Tissues https://serioustissues.com/
And to tune in to hear Chris talking about the latest Which report about âloo rollâ, provenance and greenwashing tune in here. (You can connect with him on LinkedIn there too!).
EnjoyâŠ
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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Did you know that 20% of the world's fish and meat is consumed by our pets?
We didnât⊠and so yet again, the learning curve continues. We love having conversations with amazing brands who are pioneering, disrupting the norms and thinking outside the box with a focus on delivering social and environmental impact.
Food security, the impact of food production and what we eat is an area of significant focus when it comes to wellbeing for all and transitioning to a sustainable future - something we cannot afford to ignore when considering food consumption for humans, but what about our beloved pets?
We invited Alessandro Di Trapani from Grub Club onto the Can Marketing Save the Planet podcast to dive into this very subject and find out more about their insect based pet food products, the benefits to pets (and the planet) and, the important role marketing plays in the narrative and behaviour change around insect based food.
We learnt so much in this episode so tune in to hear about:
The only real way to drive sustainable change is to change where people spend their money. And, how we need to provide people with the options to drive change.
Why having a vision and a belief in what you do can allow you to shake up an industry.
Marginal and incremental steps to being more sustainable is so important and can drive real progress.
How Grub Club has approached changing the narrative and telling their story which is key to overcoming some of the challenges both in terms of educating people, and changing mindsets which then leads to behaviour change.
The importance of staying close to your customer - how to drive loyalty when building a community through wrapping a service around your products.
Addressing the challenges of transparency, price points and education.
Why creativity is so important in telling your story and how Grub Club try new ways and, channels.
For more information about Grub Club visit https://mygrubclub.com/
And connect with Alessandro via LinkedIn here.
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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Proving unequivocally that waste can build capital, UpCircle is a truly inspiring organisation built on circular economy principles.
The circular economy presents a huge opportunity for both business and the environment so we were really excited when Anna Brightman from UpCircle, a skincare and beauty brand built from waste and, focused entirely on the circular economy principles joined us on the podcast.
UpCircle fully owns the concept of circularity and builds it into every strand of their business. They have learnt how to turn waste not only into a succesful business, but a global successful business, which is continuously testing the limits of what can be done.
As youâll hear, their marketing knowledge and know-how is an exemplar on how to engage with community to grow whilst doing good for the environment - which is no easy task when you consider some of the staggering impacts the beauty industry has on the planet, from the 120 billion pieces of packaging they put out every year, through to the questionable product testing practices which are still happening even in 2024.
Join us on this episode as we talk to Anna about:
How UpCircle entered one of the most competitive industries in the world and now sells in 50 countries, created a full packaging return scheme and grew a dedicated community who embrace not just the products, but get fully involved with the refill initiative.
The challenges along the way and how they overcame them.
How they built, incentivised and drive a successful refill service which their tribe as Anna calls them want to get involved with.
What it takes to build an engaged community, building brand loyalty with high levels of retention and ongoing two-way conversation.
The importance of working with your community on everything from product development through to growing share of voice and raising awareness of circularity and the need for behavior change.
Why metrics are so important to ensure your business is moving in the right direction. Brining sustainable and commercial objectives together and how commercial metrics can deliver social impact.
How every product at UpCircle is collaborative by nature â and through building partnerships with industries you might not ever put together has delivered so much impact commercially and socially.EnjoyâŠ
For more information about UpCircle visit https://upcirclebeauty.com/
And connect with Anna via LinkedIn here.
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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When you view something as a competitive opportunity, you look at it totally differently - how can we go above and beyond? How can we get a real angle on this? How can we bring people with us along this process?
Weâve had a bit of a focus or mini-series on biodiversity and nature over the last few episodes of Can Marketing Save the Planet because it is so so critical that we start to understand, talk about and most importantly take action in reducing, removing and restoring the damage that we (business and society) are doing to the environment.
So, we were delighted when Gavin and Rob over at Pinwheel agreed to come back on the podcast to talk about the solutions and actions that are available today that businesses can make part of their sustainability agendas, and the compelling business case this type of investment can build across, acquisition, retention, collaboration, competitive opportunity, sales and profit. As Gavin says, these projects give, âaccess beyond value chain mitigation projects which repair and restore our climate and ecosystems.â
The damage that has been done is staggering, there has been a 69% reduction in living species since 1970 globally and, in the UK we currently only protect 3% of land 8% of seas, well behind the 30% global target needed by 2030 set out at COP15.
Biodiversity and climate are not mutually exclusive â as with everything itâs all interconnected.
Tune in and listen as we cover:
The opportunity for brands to really get involved and for marketers to be able to tell the stories of the projects their organisations support as well as that all important progress.
·The fact business can take action now, we can start to reduce the damage, remove the legacy damage and, restore habitats immediately.
Consumer demand, investor demand and changing regulations will force business to do this eventually, so why not be a pacesetter.
Why investing in biodiversity is a competitive opportunity.
How biodiversity is different to carbon in so many ways, yet they are so inextricably linked and addressing one helps the other and vice versa.
·Why B2B organisations are moving quickly on this.
The data and insights that come from investing in biodiversity projects builds a compelling business case across the board.
EnjoyâŠ
For more information about Pinwheel - see here.
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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âWe are totally dependent on biodiversity to survive â this is not a âgreenyâ concern, this is an everyone concern.â
Given nature and biodiversity is SO important to the future of humanity, we wanted to dive deeper into this important area. Following our recent episodes with the brilliant Alexandra Pimor, who works with organisations to give nature a voice and a seat at the boardroom table, we jumped at the chance to chat with Dr Sam Sinclair, a conservationist and expert on biodiversity.
Sam starts with explaining what biodiversity is, and just how totally dependent we are on biodiversity to survive.
There are more people and cattle than on earth today than there are wild animals â which is terrifying. Weâve reached a critical point where nature can no longer be a nice thing to look after. And we discuss how biodiversity loss poses a real threat to humankind.
âThe biodiversity field has absolutely exploded in the last year and companies all over the place are now questioning and thinking about this in really serious terms, asking what is my businesses impact on biodiversity and what can I do to reverse it?â
As youâll hear we talk about developing a biodiversity strategy, and importantly how organisations can take action and make different choices. A key point Sam raises is that, âbiodiversity is different to carbon as there is no single metric of measureâŠitâs very context specific.â He goes on to explain, âwhat a good biodiversity strategy should do is take all the frustrating complexity and make it not frustratingâŠhereâs how it all comes together and this is where we are and this is what good looks like.â
Sam talks about the shift he is seeing from organisations moving away from individual projects, towards holistic programs and itâs at this point we talk about how for marketing this presents an incredible opportunity. Why? Because, people actually care about biodiversity. âEverybody has a story, everybody has a personal connection to biodiversity. This gives marketers those opportunities to craft narratives and people want to do the right thing, which is share by organisational culture.â Who doesnât want to tell engaging stories which resonate and capture peopleâs attention, inspiring them to want to be part of the solution?â|
We ask Sam about tree planting and the context and effectiveness around this well-known initiative. He explains that it is an important element, but it is a small piece of the solution. âTree planting has great PR so people can get it, it is one unit of nature and they can see it. People donât look at grasslands and soils in the same way, understandably. Tree planting captures the imagination.â
Sam shares so much wisdom and insight in this episode, it really is one for everyone so weâd encourage you to listen, and share no matter what sector, industry or role you are in.
EnjoyâŠ
For more information about Sam and Biodiversify - see here.
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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Are you using your career to fight for the future?
In this episode we talk with Claire Osborne who has a fascinating job as a sustainability career coach. Claire works with people who are increasingly looking at where and how they work, questioning the role they can play as climate change, climate action and sustainability continue to rise up the worldâs agenda.
Claire talks about the challenges both business and people are facing and the research from David Graeberâs work around âbullshitâ jobs. Claire tell us that research reveals that, â37% of all roles are done by people who themselves rate them as having no positive impact in societyâ. She goes on to explain, there are box tickers, duct tapers, flunkies and many more categories, all of which open up many questions about the roles we spend most of our time doing.
Claire shares the trends she is seeing such as people defining their own roles and setting their own purpose in work, as well as asking, how one applies the role to drive meaningful impact.
Claire works with people who are trying to change the status quo, and shares with us some of the challenges that come with doing that and what you can do to feel supported, capable and less isolated in the sustainability space.
We also talk about how to influence and build the business case for change and Claire shares some key principles around this and things people can be doing such as, â1. Seed-bombing, 2. Doing your research and listening for certain things within the audiences you are talking â what are their aspirations, ambivalences do they have, and what anxieties do they have? And 3. Listening in the moment, to find the 10% that the other person is right and explore that.â
We dive into effective communication skills and the need to listen more, to share and have conversations, as opposed to purley broadcasting and talking âatâ our audiences. Claire shares her view on marketing and the skills Marketers have that can be put to great use in the sustainability space, explaining⊠âthere is a ballsy-ness and incisiveness, which we could all do with applying.â
Claire believes, âMarketers can use their knowledge, the insights and research they have access to, to create clear, rather than clever messaging to help with understanding, and to bring in a rigour that doesnât overwhelm, but sells the next action, the next thing to do.â
Thereâs a lot of advice Claire shares, and she busts open some of the most prominent myths in the sustainability space, giving a wealth of practical things for listeners to take away from this episode.
Enjoy and any questions⊠simply get in touch.
From Claireâs website:
Working in sustainability is tough - the scale and urgency of the climate crisis can make it tough to keep moving forward with energy & focus. Frustration, exhaustion, uncertainty & overwhelm drain energy and make it harder to bring your best thinking to the challenge. One thing is for sure though; we need experienced Sustainability Leaders on the pitch. Your expertise is essential to steer the debate and drive action. Use the latest in neuroscience and behavioural psychology to set you up to be a force for change on climate.
If you feel like you want to speak to Claire, you can find more on her website here: https://www.claireosborne.co.uk/
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Part 2 - âWe have to find the courage to do something differentâŠâ
Following on from Episode 1, we delve further into the role of law in sustainability. 2023 saw a marked rise in legal cases being brought against businesses and governments, as well as the tightening of regulations and guidelines around not only what businesses can do, but what they can say.
The reality Alexandra explains is âthe law takes time; for case law we need the means, will and resources to bring cases forward and for legislation we need governments to listen.â Earth Law Centre supports the law, âvery rarely will the law be the real generator of change, for example, the EU Green Deal â the law wonât drive change at the core, the law is what will influence change, it will force it. The law is a tool, and it can be a carrot and it can be a stick.â
This raises a big question for business, âare you going to be a pacesetter or are you going to wait to be regulated?â We definitely need more pacesetters.
Alexandra talks about âFour circles of serviceâ looking at nature on the board, in professional practice, across project development and within cultural evolution, and a need to drive the real change towards an eco-centric approach and way of thinking. She explains that, ânature governance, is about responsibility, accountability and wisdom â we have all the knowledge that we can ever want, we have access to data, expertise and technology and we know what we have to do and stop doing â the question is, do we do that?â
We naturally progress into the role of leadership and the need for honesty to make the right decisions to do something good. And, also the role Marketers play, and the need to be more responsible when it comes to the stories they tell and how we need to break away from some of the conditioned thinking so that we get creative and use our imaginations again. Marketingâs role in Nature governance is still very much a concept, but we need to be open to it and start to think differently.
The need for a shift in consciousness is now. We discuss how âyouâ can be the change and the need to have the right conversations to grow our understanding to get to the experience you want to create. Alexandra poses another big question, which weâll leave you with, âwhat needs to change today in order to achieve the vision for tomorrow?â - Weâd love to hear your thoughts!
For more information about Nature Governance and the great work Alexandra and her team champion see here:
And for more about Faith in Nature and putting nature on the board, see here:
EnjoyâŠ
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âWhat does business have to do with nature?
The next two episodes of Can Marketing Save the Planet go DEEP! We suggest you wrap up warm, pop in your headphones, and go for a wintry walk as we catch up with Alexandra Pimor, Director of Nature Governance at the Earth Law Centre. Despite preconceptions, we (humans) are part of nature, we are not above it and we need it â it is indeed our greatest ally. We talk to Alexandra about how reimagining and reengineering our systems from a nature conscious perspective and delve into her work, looking at how we offer nature a voice, a place and a stake in our systems â for nature to be both heard and represented.
Alexandra talks about a responsibility based framework - âwhere there is a right, there is a responsibility.â We discuss how humans and business can no longer ignore the damage we are doing and how we need to take action to address the situation collectively. As Alexandra says, âif we give nature rights, we are responsible for making sure those rights are not only upheld but understood.â Climate change may be the big headline, but climate change is a result of the loss of nature and biodiversity.
Alexandra told us about her amazing work putting nature on the board, when it comes to, âtackling the temperature of the planet and addressing the coreâ. She believes, âthere are enough of us out there to do it, but we need more cooperation and collaboration with each other and it is not a linear approach we need to address or take, itâs a systemic one.â
We discuss how humans treat every earth community on the planet as a commodity, how the current systems would not exist if humans had not thought them up, and why we need to look at human behaviour and motivation to understand why we behave as we do. There is a fundamental need to let the natural systems do their thing and, there is a huge opportunity to rebuild these systems and get back to basics, being responsible human beings.
Alexandra talks about the practicalities of how business can become more conscious, and makes the point that business is 100% reliant on nature. She talks about the work she did with the brand Faith in Nature, giving nature a voice, and the process they went through to make that happen. Alexandra shared the 3 critical questions which had to be answered:
Legally - Can this be done within the legal framework of the UK â and what kind / type of director can nature be?
The articles of association for the organisation (structural framework) â what needs to change? What do they (Faith in Nature), need to do? What are their obligations?
Culture - What does the governance and practice on the ground actually look like?
Answering each of those questions and finding a way led Faith in Nature to be the first organisation to legally put nature on the board, giving nature a voice and a vote, ensuring better and more informed decisions are made.
This was a truly inspiring discussion and one which couldnât stop at just one episode! Tune in and go for that walk and who knows⊠maybe youâll be considering putting nature on your board too.
For more information about Nature Governance and the great work Alexandra and her team champion see here:
And for more about Faith in Nature and putting nature on the board, see here:
Enjoy⊠Part 2 to follow on 24th Dec ;)
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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âMarketing is the management science of empathy - we need deep empathy if we want to take humanity and our economy through this massive change that we are facing.â
Marketing will not save the world, but we will not save the world without marketing.
In this episode we talk with Nicolas Lambert, author of, âCan Marketing Save the Worldâ, (we know⊠a title very close to our hearts) and no surprises that itâs a book all about marketing and sustainability, An experienced and passionate marketer, he was CEO of Fairtrade Belgium, marketing executive at Unilever, AB InBev, Heineken and BBDO - and more recently, author and lecturer. We loved delving into the practicalities of sustainable marketing with Nicolas.
âSustainability and marketing, two things that donât work together, but they should and now have to.â Nicolas places marketing as the engine of an organisation and explains the opportunity for Marketers is to âbroaden the scope of interactionâ. Expanding their view to include the broader stakeholder chain so they donât leave themselves with a large blind spot in their strategies.
When it comes to people, planet and profit or as Nicolas calls it, âthe mĂ©nage Ă triosâ he believes this needs to be at the core of what Marketers do, but acknowledges the challenges and underlying tensions that exist in the relationship between organisations and their stakeholders as we look for solutions and balance.
We covered so much in this episode with Nicolas as he shared his insights, experience and knowledge on the role of regulation, the need for Marketers to support their organisationsâ sustainable agendas and, that all important missing sense of urgency.
Of course, we couldnât talk sustainable marketing without discussing greenwashing which Nicolas believes, âmost of the time itâs not because of cynicism of companies, itâs not because they want to be seen as greener than they are and manipulative, I think people are just being clumsy. They have a lack of knowledge and are applying traditional marketing tactics to sustainability, and that doesnât work, and then they are surprised â because they just donât get it.â Once again the need for Marketers to be more aware and educate themselves couldnât be clearer.
So, tune in and check out resources such as Nicolasâs framework, the âfourteen levers to make marketing more sustainable.â he mentions which can be found here. (And donât be fooled by the title of the slide - the document is in English ;)).
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Marketing - The Management Science of Empathy, with Nicolas Lambert, Expert, Author,Can Marketing Save the Planet, Author, Nicolas Lambert - Can Marketing Save the World? -
âWe need people to communicate in a way that gives all of us an ability to move forward in a positive direction.â
The built environment â itâs a massive subject, a massive industry and a massive contributor of emissions, (buildings and construction are responsible for approx. 40% of global energy related and carbon dioxide emission). There is a lot of work to be done and the challenge requires collaboration, knowledge and action at scale.
We had the pleasure of talking to Brigette Clements, strategic lead at The Architects Climate Action Network (ACAN) and managing director at Lowkey Architecture and Developments. With both a technical and creative background, Brigette works with, âimpact driven investors on projects simply, that I believe in, and that hit the highest metrics of sustainability.â
We wanted to explore the role ACAN plays and the work they do in trying to drive âchangeâ. Brigette explained they have three main aims, 1) decarbonise now, 2) ecological regeneration and 3) cultural transformation. The focus of ACAN is across a broad range of issues, from the circular economy through to existing buildings and retrofit and climate literacy and professional standards. Big on action and output, their work delivers resources, knowledge and awareness across their network and beyond (you donât have to be in the built environment to be a part of ACAN and their work).
With policies, trends and needs changing in the built environment faster than ever before, the need to be educated, aware and up to date is critical. But, as Brigette points out, itâs one thing sharing how great you are on social media, but, ânobody is really coming out to talk about their failures or their lack of knowledge which is something we need. We need to build on the knowledge of others, learn from the mistakes of others.â Something Brigette is challenging as it slows progress. And a common theme from many of our podcast guests - calling for shared, lived experience.
A highly complex industry we discuss the issues, the politics, the activism, the challenges and the opportunities. Brigette shares her knowledge, experience and views on what is happening and what needs to happen. A firm believer that communication and the stories we tell are some of the strongest tools we have, Brigette adds, âwe are designers and we are problem solvers, we are thinkers, weâve got all the tools around us, weâve got a lot of knowledge, we just need a bit of energy and collective action to make it happen.â
Whether youâre a professional in the built environment or a citizen who lives in it, tune in to hear for yourself why itâs critical that we understand what is happening and take responsibility in driving progress towards a more sustainable future.
More information about ACAN can be found here. Where youâll find information about their work and meet-ups.
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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âThereâs really no way you can say you donât know this is a dangerous activity at this pointâ
Making a return to the podcast, we caught up with Duncan Meisel, founder of Clean Creatives, so we could talk about the newly published F-List.
For anyone unfamiliar, Clean Creatives, is a movement of advertisers, PR professionals, and their clients cutting ties with fossil fuels.The F-List is a body of research and report which documents agencies who choose to continue working with fossil fuel organisations despite the scientific consensus that what they do is destroying the planet. It really doesnât get much clearer than that.
We dive straight into this conversation finding out what has been happening with the Clean Creative campaign, its progress and of course, that infamous F-List.
Duncan reveals that over 800 agencies have now taken the pledge including their first large agency (over a 1000 employees). When looking at the agencies who have made the bold commitment no to work with fossil fuel organisations vs, those who are on the F-List, Duncan points out, âthereâs really no way you can say you donât know this is a dangerous activity at this pointâ â the F-list is just highlighting to people those agencies who are choosing to ignore all the warnings.
The F-List has evolved over the last 3 years, with more focus on the data, the sources and as Duncan explains, they were able to do both a global and multilingual search this time. They also had a much shorter reporting timeframe, âthis year we tried to be really precise and look for agencies that were doing work right now in 2022 and 2023, the hottest years in human history.â
We discuss the fact that despite all the evidence, the F-List agencies continue to try and defend their work, and the role the 800+ agencies committed to the Clean Creatives pledge have in telling their stories about change and progress. The more we share our work on the good stuff, the solutions and the opportunities around that the more we can work together to move away from those things that do the most harm.
This conversation is one not to miss, whether you work for an agency or with agencies, itâs important to be aware of the F-List and the work that Clean Creatives are doing.
For more information about Clean Creatives - https://cleancreatives.org/
And if you catch this podcast in time to join Duncan and the Clean Creatives team in London for their Happy Hour on the 31st October - thereâs an invitation and more details to that event here.
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
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Carrying on from Part 1, this episode jumps straight into the tactical side, where Caroline shares her views on the opportunities around digital, making the point that, âlistening for a business is such a wealth of value which can be done in an automated way, and is the way forward to be commercially successful.â
Moving on to metrics and measures an area with many questions but not enough answers yet, we talked about how we have to go beyond the corporate metrics of revenue and profit. Whilst these are still important metrics, the need to broaden out what we measure and what âgood performanceâ looks like is critical. Caroline explains that influence was a big deal at IBM, influence and reputation metrics are valuable both from a B2B and B2C perspective. ButâŠ.and this is important, Caroline points out in when it comes to why people buy from and engage with you, âthe big challenge for marketers is, those reasons have to be authentic, they have to be real, there has to be credibility behind them.â
The ability to look broadly, do the right thing and meet all the points of value creation are what make marketing and indeed this conversation so interesting. Caroline shares some top actions she believes marketers need to be doing and of course we ask her that all important question, âCan marketing save the planet?â This is not one to be missed, it will leave you with so much to think about and take forward, so tune in, listen and tell us what you thinkâŠ
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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âThere are four questions every business needs good answers to. Why would anyone want to buy from us? Why would anyone want to work for us? Why would anyone want to invest in us? Why would anyone allow us to operate in their community, society?â
Itâs another two-parter and in this episode (Part 1), we dive into the role of CMOs and leaders when it comes to the sustainability agenda. We were joined by Caroline Taylor OBE, former CMO for IBMs international business and a huge advocate for âadding value in many other places in the world.â
Already aware of sustainability back in the early 2000âs Caroline got really focused in the mid 2000âs when IBM was doing work in âgreen ITâ and 2% of global carbon emissions were attributed to IT. Caroline explains, âI was very struck with the notionâŠbut what about the other 98% and how we might use technology to mitigate that?â It was at that point she fell down the sustainability rabbit hole and started looking into how IBM could become a greater part of the solution whilst at the same time, find new ways to differentiate.
As well as looking for answers externally, Caroline talks at depth about the need to changes hearts and minds on sustainability internally, and raises the important point that to do this effectively requires conversations which focus on, âwhy this is a business opportunity as opposed to being a really important thing to do.â Caroline explains, âlearning how to shift my focus from hereâs a brilliant marketing idea, to hereâs a brilliant business idea thatâs going to make us money, our shareholders will love us, but itâs going to be tapping into something that is really important societally at the same time, is a win, win, win.â And, when it comes to stakeholder engagement we have to understand that, âenlightenment is important but the self-interest is real â we have to think about all of our stakeholder and whatâs in it for themâ
The need for leaders to recognise and see the opportunity in sustainability is so critical to balancing the triple bottom line and protecting the sustainability of their business. This episode explores the need for investment, the shift away from short-term thinking and strategising and the very real, tough choices and prioritisation that organisations need to make. Caroline also shares her insights into the role B2B marketing and business playsâŠ.for marketing she says itâs about âtaking all the smart marketers that care and taking them outside of their day jobs to figure out how to use all those marketing skills to educate and engage and empower people to make better choices.â And, we couldnât agree more, the case for education and awareness and the significant role and opportunity marketers and leaders have really shines through in this episode.
So, tune in and listen, and donât forget thereâs Part 2 in two weeks time where we continue the conversation, delving into the tactical side of marketing, the importance of listening and the challenge of what to measure when it comes to value creation around driving a more sustainable marketing agenda.
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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âBeing sustainable is a story of assumed negatives, but itâs actually a story of discovered positives.â
We were joined in this episode by Simon Garnett who has been on a personal journey with consumption, one which he started when he realised his own habits were unhealthy, a journey he continues and has taken into his professional life as well.
Simon shares with us the moment he decided to reappraise his consumption with ânewâ and how after a year it moved to him reappraising his consumption overall. Simon explains, whenever he tells anyone his story he gets asked two questions âafter a year of not consuming, what was the first things you bought and, what did you miss?â These questions only made it clearer for Simon that, âthe engagement with this story, the engagement with the concept of not buying new, is absolutely, integrally rooted in a concept of loss. But, from his perspective and experience it was the total opposite, and as the headline to this episode highlights, âItâs a story of assumed negatives, which is actually a story of discovered positives.â
We go on to explore the tensions that exist once you embark on a more sustainable way of living and the challenge of taking what youâve learned to influence others at scale. Simon explains that he wants to create meaning around consumption and highlight that is isnât about success and it definitely shouldnât be viewed as inconvenient if you decide to cut down or buy second-hand. For Simon, marketing has been primarily about âdriving consumption of new, and consumption of new is what equals success.â Sustainability is often associated with having less, or being told you canât have something and Simon acknowledges that the message we need to consume less is a strong one, but given how much we waste, how can that be a loss if we donât even use what we do buy.
Michelle shares a recent room refurbishment, something she found incredibly creative, down to the paint which she got through the sharing app, Olio. Through this journey Michelle discovered a number of services she didnât know existed and that sense of not just taking the convenient route brought a deeper feeling of fulfilment. However, she points out the reason she hadnât heard of these services, is because they are not being talked about enough. There are so many stories not yet being told.
Simon worries that the sense of âbuild it and they will comeâ risks relying on platforms and infrastructure to deliver and make re-commerce successful with a great user experience but itâs not, itâs about the stories we need to be telling. Simon explains, âwhat weâre competing with is not just inconvenience, but decades of messaging that new equals success and second hand is a bit dirty and undesirable.â Marketing has such an important role, and Simon believes we can rewrite the story.
There are many discovered benefits to sustainable living. What is your experience? Tune in and listen to this episode and make it a personal objective to share your personal stories and experiences, after all, we all need to be shouting louder when it comes to the benefits.
And to join the Re-commerce Revolution LinkedIn group Simon mentions - the link is here: https://www.linkedin.com/groups/14191082/
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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âThrough marketing campaigns we can bring sustainability and growing smaller more sustainable brands to the front and drive capital away from big brands.â
Where better to get the viewpoints from Gen Z about climate concerns and consumption habits than directly from a Gen Zâer. On this podcast were joined by Estella Struck, Founder and CEO of the first Gen Z Sustainable Product Marketing Agency based in New York. Estella found herself on the right side of TikTok during the lockdowns of 2020 and it was from here that her passion for sustainability was ignited.
Coming out of the pandemic armed with her increased knowledge of the challenges around sustainability, Estella noticed the shifts in weather patterns. She also became more aware of what brands were saying in order to try and influence where Gen Z spend their money and drive consumption. Whilst Estella acknowledges there are some barriers when it comes to sustainable brands engaging with Gen Z such as location, accessibility and levels of disposable income, she believes there is a huge opportunity in reaching Gen Z through social media in a way that can raise awareness and change behaviours, encouraging them to put their money into sustainable brands supporting them in making sustainability more affordable.
Estella tells us, âwhat we see and what we consume influences what we do and how we act in our daily lives, our recent research revealed that Gen Z is more likely than any other generation to shop via social mediaâ. Long form content may not always be an option on social, but creating a series is a powerful way to build awareness and knowledge whilst as she puts it âstill provides that dopamine hit from the action of scrolling and seeing a new video.â
Estella believes her generation are sceptical of large corporates who launch sustainable lines or schemes, but more than that many Gen Z work in retail and see first-hand the levels of product, packaging and waste. She would like to see corporations doing more to reduce their impacts and address issues in their supply chains. Until they start doing that it will always come across as a cash grab and greenwashing.
Estella is all for supporting and growing smaller more sustainable organisations, she is a believer in social movements putting pressure on brands to change, but sustainability isnât as front of mind as it needs to be, but as she states, âI know through marketing campaigns that we can bring it to the front and drive capital away from big brands.â
Estella shares her knowledge of social media both from a personal and professional perspective, and the work her agency does to ensure authenticity is an absolute priority. She is conscious that large audiences are left out and explains, âmy goal to start an agency was to make the sustainability community more inclusive and encompassing so they felt like they had a place here because in the end sustainability isnât just an environmental issue but an everyone issueâ. Wise words indeed.
This is a podcast we encourage organisations big and small to tune into if they are serious about wanting to drive change. Estella and her generation have the most to lose if we do not change the course we are on, they are also a key driver of change across people, planet and profit. The fears are real and we all need to take responsibility and play our part.
For more information about Estella and Viviene NY see: https://www.linkedin.com/company/viviene-new-york
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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âBuilding a culture of trust around green claims is the most important thing marketers, business and brands should be doing, using advertising self- regulation as a tool, making sure everyone is upholding those standards.â
As regulations and guidelines in and around sustainability continue to evolve, tighten up and support a better future around managing both what we do AND say, we spoke to Laura Brett whose remit is to lead the US system of advertising self-regulation looking at advertising claims to make sure what is being said is the truth, (like the Advertising Standards Agency â ASA, in the UK).
Laura makes it clear from the outset, that as a body, they look at one simple standard, and that is, âthat advertising claims are truthful and not misleading, which also means you have to be transparent when advertising to consumers.â Greenwashing continues to make headlines globally with organisations being called out, investigated, or having their ads banned, whether due to misleading information, not telling the full story or only focusing on the âgoodâ whilst omitting the bad. All of which is incredibly damaging to people, planet and the organisations themselves.
Laura begins by explaining that actually, most complaints about claims in the US are brought to them not by consumers, but by competitors, one organisation challenging another. As she puts it, âthe adversarial system is alive and well!â Laura goes on to explain that âthe BBB National Programmes also open claims themselves both from consumers and from their own observations.â
During our discussion we discuss how the Federal Trade Commission (FTC) are currently in the process of reviewing their âGreen Guidesâ and inviting comment. Whilst the FTC do this every 10 years, Laura explains that this time round it feels particularly important because advertising needs to be held to a certain standard if we are to make progress in tackling the social and environmental challenges we face.
The âGreen Guidesâ are incredibly valuable for Marketers in terms of providing guidance, they can also be used to highlight what is being talked about and where gaps in knowledge might be. Any marketer looking at the guides should as a baseline know what the terms in them mean, and if they donât they need to go and find out.
Laura talks about organisations who make carbon neutral claims without an achievable plan, and how if claims are going to be made, a plan has to be in place to show the pathway they are taking to meet that claim, even if that plan changes. Laura believes the FTCs focus is on closing the gaps in the âGreen Guidesâ. The real issue however in amongst all of this isnât whether one gets into trouble with the regulator, but the continued erosion of trust and that is where the damage really impacts brands in terms of reputation and culture - making them unfavourable to consumers and people not wanting to work for them.
Another valuable episode for both Marketers in the US and, Marketers marketing to the US, providing advice and support to you as key stakeholders in supporting your organisationsâ sustainable agendas, as Laura states, âbuilding a culture of trust around green claims is the most important thing marketers, business and brands should be doing, using advertising self- regulation as a tool, making sure everyone is upholding those standards.â So tune in and listen!
Marketers can stay up to date with what is happening across advertising in the US by visiting:
https://www.ftc.gov/legal-library/browse/cases-proceedings
https://bbbprograms.org/programs/advertising/all-programs#decisions
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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How do you get a return on your investment for your business, AND at the same time deliver a return on investment for the planet, ensuring everyone benefits?
In this episode weâre joined by Gavin Sheppard and Rob Cheesewright from Pinwheel, an organisation focused on projects that remove carbon from the atmosphere, restore habitats and protect biodiversity - to discuss that very question.
Given thereâs a lot of terminology that can become quite confusing, we kick things off with some jargon busting diving into offsetting, carbon capture and, carbon removal. Offsetting has been the subject of controversial debate recently, as some argue itâs ineffective and many schemes are a âlicense to polluteâ, and so itâs really important do the homework around what is out there, not taking things at face value, and remembering that the focus has to be on reduce, reduce, reduce.
When it comes to carbon capture and carbon removal, these are very different things, but, again there is confusion with the terms being mixed, up, used interchangeably and not really telling the story that allows informed decisions and progress to be made. Whilst they both make up a critical part of the Net Zero journey, they also play very different roles (youâll need to listen in to find out more!)
Gavin tells us, âthe science tells us that businesses need to do three things. The first is, reduce your own emissions and the impact on the planet, but itâs much broader than carbon, and thatâs inside your value chain. Outside of your value chain you need to do two other things, remove legacy carbon and waste, investing in projects that do that in a high quality way, and the third thing we need to do is restore, and itâs these last two parts that Pinwheel helps with.â It is the high quality restoration projects that have a conclusive response to the sizeable issues we are facing.
Where marketing comes in (as we talk about so often on this podcast) is the communication piece around what are complex solutions, translating in a way that is engaging, motivating and helps people understand, and more importantly, want to understand and take action. The carbon removal projects Pinwheel fund around the world do just that. Not only are they are effective and restorative, they are a massive opportunity to tell some really inspiring stories which grab the attention of people, build trust and make them part of making a positive difference and, they make you smile. [Indeed, Can Marketing Save the Planet is investing in such projects for that very reason - and you can get involved in that too - more on that later!].
From a marketing perspective, itâs all about shifting mindsets, a vital step if we are to change behaviours. Rob raises the point around the mindset shift to âcontributionâ being so important, he explains, that it, âdecouples the harm being done on one side to the good on the other, the problem with compensation approaches, or offset or carbon neutral is it aims to say, donât worry, the harm hasnât happened, weâve neutralised it, the contribution mindset says, we just need to contribute to the biggest impactful things we can, it is not seeking to edge away the other stuff.â
The bottom line is, we need to create a balanced ecosystem where life can thrive on this planet, and as Gavin simply says, âstop covering up the shit that weâve doneâ.
So, where to start? Pinwheel recommends the WWF blueprint⊠(link below). And we, working alongside Pinwheel, encourage everyone to not only listen to this episode, (itâs full of advice business needs to know, and start doing), but to also go over to our Can Marketing Save the Planet investment fund - and get involved and start making a difference. Every ÂŁ helps.
Weâre focused on three projects:
Seagrass restoration - ocean based - big impact
Wolf protection - critical and seldom talked about
Forest restoration in the Andes - we need to support forest restoration desperately.
Get involved here: https://www.pinwheel.earth/can-marketing-save-the-planet
For more projects head over to the Pinwheel website. Remember, this isnât a cost, itâs an investment in the future of everything.
WWF Blueprint - https://www.wwf.org.uk/blueprint-pr19
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Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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