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Can Marketing Save the Planet? It’s a big question, and one our podcast sets out to explore with marketers, senior leaders, CMOs and sustainability consultants and experts. Our purpose is to drive education, share best practice, inspire and empower listeners to ask questions and importantly… start taking action. Sitting at the heart of brand, communications, stakeholders and product development, marketers have a significant role to play when it comes to promoting and driving sustainability. As marketers and business leaders developing and marketing products and services, we need to recognise that we’re part of the problem. In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, to stand up for causes they’re passionate about and importantly, follow through on the promises they may. In our view, there’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an 'educated and aware', responsible marketer. For more info visit: www.canmarketingsavetheplanet.com
Episodes
Thursday Aug 19, 2021
Thursday Aug 19, 2021
Catherine Weetman, award winning author, international speaker, coach, consultant, host of The Circular Economy Podcast and founder of ReThink Global - a well rounded and grounded thought-leader in all things circular economy, Catherine is fascinated by the 'sweet spot' where strategy, supply chain and sustainability come together.
In this absolutely knowledge packed interview, filled with case studies and practical advice, Catherine generously takes us through the basic principles of the circular economy, before we hit the many complexities around sustainability and discuss different practical approaches - selling services rather than ownership, making products that are more durable and using different sustainably sourced materials.
We talk about necessary changes in policy. for example the taxing of virgin resources and pollution and waste - where innovation is currently happening and the dangers of greenwashing.
We boil down to the question, how can marketing be different? The fact that most people want to be part of the solution not part of the pollution - and the opportunity this creates for marketers. Looking at behaviour change, the role of marketing in driving alternative ways to consume, co-creating the design of circular services with customers - to fundamentally move away from the consume, own and throw away model towards buying buy things that last a lot longer, making rental and subscription and sharing things attractive and desirable.
“Away from reduce, reuse, recycle - we have to start by rethinking how we consume. We need to start to care more about what’s coming into our house. Questioning - do I need it? Could I buy this in a different way? I think marketing can be a fundamental driver in how people change the way they consume. ” Catherine Weetman.
For more information visit ReThink Global or Catherine’s Circular Economy Podcast and Catherine’s book A Circular Economy Handbook.
Enjoy the podcast - and any comments, questions, ideas, suggestions… get in touch.
Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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