Can Marketing Save the Planet?

Episode 17: Sustainability and the Sports Events Industry with Giles Stanford, Director of Global Events at CSM Live

In this podcast we ask Giles to share his experience around how the events industry has shifted over the past 20- years. Giles shares his experience of planning the Olympic games, which had a strong sustainability agenda - and how at that time, planners, designers, from both the events industry and the construction industry, had to work together to put sustainability at the centre of decision making and innovation - causing both industries to raise their game.

Jump forward to 2021 and planning for the Birmingham Commonwealth Games 2022, and again sustainability is at the heart of planning and development.

The sports industry is complex with so many aspects to consider when it comes to sustainability, supply chains and carbon footprints. In some areas, such as equipment and stage construction, rental and reuse has been business as usual, however, when it comes to signage, beverages and logistics and moving people to and from events, these are areas where more sustainable practice is necessary and are key to driving innovation within the industry.

Giles shares examples of where these innovations are starting to have an impact - and how given the industry that there is plenty of scope for creativity, ideas and innovations - often giving a stage to smaller organisations, providing opportunities to scale and drive even more impact.

We touch on the impact of Covid19, creating new habits, operations and opportunities around virtual events - and the impact of rethinking planning and evaluation of events - swapping out carbon heavy air travel for 3D virtual tours - as well as ESports.

Whilst there’s plenty of great insights, ideas, innovations and activities already underway within the industry, like many industries, Giles is clear that there’s still more to do - yet paints an optimistic picture of the growing importance of sustainability in being a critical component for success.

For more information about Giles and the work he is doing at CSM Live, visit https://csmlive.com/ and any comments, questions, ideas, suggestions related to the podcast, 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.

Episode 16: Systems Thinking and Interconnectedness with Dr Alex Mifsud, Consultant, Senior Lecturer, Education for Sustainable Development

“Get out of your comfort zone - educate yourself to raise your head above the parapet and understand the wider issues and the interconnectedness - because once you see things … you can’t unsee them”. Dr Alex Mifsud

I met Dr Alex Mifsud whilst on a Sustainable and Inclusive Leadership course at Nottingham Trent University. Her insights and knowledge further inspired my already ignited awareness, to want to learn more. So it was a total privilege to have Alex guest on the podcast. She brings her wisdom, insights and years of experience, not only in academia, but on the front line, with businesses - educating, inspiring and driving change.

In this episode Alex raises a number of important questions - one being whether we’ve lost our moral compass! We also discuss the significance of short-term thinking - and our need for immediate gratification and how ‘convenience’ is hampering progress when it comes to understanding the urgency around our actions in driving more sustainable behaviour, leading to short-term fire-fighting rather than long-term solutions.

We speak of ‘hope’ - and the fact that there is significant opportunity to change behaviour and the role marketing plays. We touch on the impact of immediate behaviour change, as witnessed during the Covid-19 epidemic.

We look at the practicalities and challenges facing organisations - and Alex shares the case for 'systems thinking’ and ‘interconnectedness’ rather than a linear approach.

Accountability is raised a number of times. It’s one thing for organisations, governments and countries to make pledges and have great intention but pledges and targets are not plans - and that’s a critical difference.

Alex is passionate about the change that needs to happen… you’ll hear this and no doubt, like us come away from this episode inspired with a mind full of thought-provoking questions.

For more information about Dr Alex Mifsud and any comments, questions, ideas, suggestions related to the podcast, 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.

Episode 15: Achieving Sustainable Business with Philip Kotler, Author, Professor - Father of Modern Marketing

When Philip Kotler signed up to our Sustainable Marketer Manifesto - we were absolutely thrilled to have his esteemed support.

In his 90 years on the planet, Philip has written over 80 books - and there’s not a trained marketer that hasn’t touched at least one of his tomes. Therefore, it’s no surprise that in this episode he reflects on where marketing started - finding, winning, keeping and growing customers and the two key assumptions that were made - and how now, current day, and given the situation we find ourselves in as a collective, how those two key assumptions are now highly questionable.

Philip is candid about the challenges we face and marketing’s role when it comes to really impacting behavioural change. He discusses a potential marketing divide, marketers that want to stop doing marketing as we’ve known it and become what he has termed as ‘de-marketers’ - and those that continue to focus on growth.

Whilst the drive to sustainable business is going to require consumer action, business action and governmental action - marketing does have a significant role to play - social, cause related marketing persuade more companies to do social good and to care more about the planet. If this happens, in Philip’s view, we might then have a chance for real change, especially if technology is playing its inventive role.

Whilst marketing as a profession can’t conquer the sustainability and climate challenge alone, there is still much that marketers can do.

Philip advises how marketing needs to evolve, how marketing training needs to broaden marketing skills to include a wider understanding of the critical commercial aspects and better understanding of where technology fits.

In Philip’s words…

“It’s not enough to be in your marketing head - I want marketers to think about commercial aspects and technology. Broader training in marketing needs to happen”.

Philip’s viewpoints are rich, wise and meaningful. Philip shares how we need to find people, businesses, industries and even countries that are exemplars driving meaningful sustainable change - celebrate those that are doing well and he questions whether those doing well can then collectively put pressure on those that are doing nothing.

“As a marketing field - are we part of the problem and if we’re part of the problem, then we should be changing our objectives to become part of the solution. Our objectives should be de-consumption or more sensible consumption. To this end, marketing has to undergo an identity crisis - and really understand what it’s all about.”

For more information about Philip Kotler visit https://www.pkotler.org/. Philip’s latest book,’ Marketing 5.0 Technology for Humanity’, talks about the role of technology in supporting sustainable business.

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.

Episode 14: Rethinking Consumerism with the Circular Economy - Catherine Weetman - Author and Founder of ReThink Global

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.

Episode 13: Can the Luxury Sector be Ethical and Sustainable? Kresse Wesling - Co-founder of Luxury and Sustainable Brand, Elvis & Kresse

Kresse Wesling, co-founder of luxury and sustainable brand, Elvis & Kresse - a company that focuses on three things: they rescue materials, transform them into beautiful products and donate 50% of profits to charities.

In this interview, Kresse shares how the brand started, back in 2005, having discovered London’s decommissioned fire-hoses were going to landfill - finding a best second life as luxury products. Given the luxury industry is one which had historically failed people and planet, Elvis & Kresse explored the opportunity to try something different.

For Elvis & Kresse ‘the problem’ always comes first. In this podcast we talk, BCorp, the basic expectation of business to pay colleagues appropriately - considering what ethical and sustainable business has to look like - and how business needs to change.

“I don’t think there’s anyone in the world that can argue rationally that it is rational to prioritise a shareholder at the expense of a human being or at the expense of the environment for generations to come. I’ve yet to meet anyone who can argue that successfully.” Kresse Wesling

For more information visit https://www.elvisandkresse.com/

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.

Climate Crisis - Challenge and opportunity. Sustainability - a true disrupter of business - Mike Barry

There’s no doubt about it that whilst there’s a lot of talk, action and impetus behind the climate challenge we all face - from a scientific viewpoint, the fundamental truth is that the world is moving in the wrong direction and quickly.

To slow this dangerous trajectory and turn things around, there’s a lot to do - it’s going to take some serious disruption, and there’s absolutely no room for any corporate ‘greenwash’.

Mike shares his passion, expertise and experience discussing the profound and fundamental shifts that need to happen to really bring about effective and very necessary change. The elephant in the room is consumption and the fundamental relationship we have with ‘stuff’. We’re going to need total behaviour change. Mike shares the three questions he’s looking for from businesses who are committed to driving change and what he did at M&S to build sustainability into the heart of everything they do. Answering one or two of the questions - just isn’t enough - All three questions need to be answered. Tune in to ask those questions of your own business.

Corporate Social Responsibility is Not Public Relations - Sangeeta Waldron

Having read Sangeeta’s latest book, Corporate Social Responsibility is Not Public Relations - we were keen to invite her to the show. Sangeeta features a number of compelling interviews in her book, with a diverse range of organisations operating around the world. We discuss the interviews that really stood out for her, memorable examples of organisations that are making great progress - and of course, the challenges that arise when organisations get it wrong.

For more information about Corporate Social Responsibility is Not Public, Relations, Sangeeta Waldron, LID Publishing

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.

Meaningful Brand and Purpose, Paul Frampton, International President, Control -v- Exposed

We hear a lot about ‘purpose’ - and indeed, from an advertising perspective, brands have to be super cautious about coming across as ‘greenwashing’. But purpose isn’t a new concept of course - and in this podcast, we’re joined by senior marketer Paul Frampton, to discuss the role purpose has played in marketing and advertising - and the role marketing plays in driving sustainability.

Paul is the International President for Control v Exposed, a marketing services consultancy and addressable media specialist with responsibility for EMEA & APAC. Paul is an experienced business leader and one of the UK’s defining voices in disruption and marketing. He was previously CEO of a hospitality tech scale-up, Tink Labs, scaling the business from 20 to 200 across EMEA. Prior to that, Paul was Group CEO for Havas Media Group, responsible for a £100m turnover, 900 people organisation.

For more information about Paul and Control -v- Exposed visit - https://controlvexposed.com/

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.

Part 2: The Role of ‘Greener Marketing’ in Evolving Marketing and Driving Societal Change - John Grant, Author and the definitive ‘green marketing guy’.

John's been a marketer in 'green world' for decades. In this insight packed podcast he shares his experience and views around the many 'evil's of marketing' - and what the alternatives could look like. What if we simply ban the BS and go 'dark' - effectively, removing the 'voice'? And how do we move away from making normal things seem green, to making green things seem normal? We discuss where marketing sits strategically, the challenge of commercial balance and desire, purpose led marketing and whether purpose has become a bit of a panacea - and whether good marketing excuses bad stuff - and how we move towards a more considered approach starting with the question, 'What's the decent thing to do?'... With so much to explore, we split the podcast into two and will release Part 2 next week. Tune in to Part 1 - here... And tell us what you think. How can marketing be different?

Part 1: The Role of ‘Greener Marketing’ in Evolving Marketing and Driving Societal Change - John Grant, Author and the definitive ‘green marketing guy’.

In this episode we’re joined by John Grant, Author and truly, the definitive ‘green marketing guy’. Having recently read John’s latest book, ‘Greener Marketing’ - we discuss a range of topics about what ‘greener marketing’ really looks like today. John’s passion for driving an environmental and green agenda stems from the start of his career in the 90’s. We discuss some of the many projects he’s embarked upon and the role of being a marketer in ‘green land’ rather than a ‘green’ champion in marketing land. He shares his formula around green-washing, and making green ‘normal’ - the reality of driving behavioural change and the role of consumer behaviour. It’s packed with practical gems for marketers - like getting out of the ‘ivory tower’ to gain real world perspective - and much more. This episode has been split into Part 1 and Part 2 - because there was just so much to talk about, so many insights… we didn’t want to lose a drop of John’s experience and inspirational wisdom in the editing suite. Enjoy Part 1 and Part 2.

For more information about Greener Marketing, John Grant, Wiley

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.