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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 Jun 02, 2022
Thursday Jun 02, 2022
“Education comes first, knowledge sparks the curiosity to change lifestyle - but what comes next? What as an individual can I do? “
When it comes to your own personal carbon impact - do you ‘know your number’? ‘Know your number’ is the mantra from the team at Giki - and in this podcast we speak to Richard Campbell, Marketing Director at Giki.
We learn about Giki’s purpose, how it got started - and how as a a purpose driven organisation it helps people to be more sustainable at work and at home.
Through Giki Zero Pro, an employee engagement resource, supporting employees and employers to reduce carbon impact at scale, and via Giki Zero, a free app for any individual to calculate their current carbon impact score - Richard explains and shares examples of how Giki is driving education, supporting people with practical advice, through personal lifestyle plans, engaging employees and importantly driving significant collective impact beyond carbon reduction.
We discuss how education is a key catalyst for people getting on board with making changes. ‘Knowing your number’, and understanding how little changes can collectively drive bigger impact, starts with education. Naturally, that leads us to the role of marketing…
“As marketers, I see driving purpose and sustainability as our job, using the expertise we have as business leaders, communicators, and storytellers to drive profits with purpose and impact.”
Whether you’re struggling with practicalities of what you can do - or what your organisation can do as a collective, or are looking for new ways to engage and unite to drive more impact, tune in. Lots of practical takeaways and inspiration guaranteed.
For more information about Giki Zero, Giki Zero Pro visit www.giki.earth and you’ll find their App on our Learning Zone to download too.
Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Thursday May 19, 2022
Thursday May 19, 2022
“Something always seems more achievable if someone else has done it.”
In this highly practical and engaging episode, we speak to Russ Avery, CEO of Avery & Brown, a sustainable marketing agency, supporting businesses on their purpose driven path, putting people and planet on par with profit.
When it comes to supporting businesses to be a practical force for good, Russ and team are very much walking the talk - showing and telling.
We talk ‘regenerative business’ and what Russ and Avery & Brown mean by that term, and indeed, he walks us through the outline of their Regenerative Business Map, a blueprint for businesses to get started and consider where they can make a positive impact - and how the Map focuses on wider societal aspects, interconnecting with the UN SDGs.
Russ shares the practical steps he’s taken to understand their carbon impact as an agency, how they chose independent verification and support and how they’re partnering with their local community and wider initiatives to drive change. Practical steps that all businesses can be inspired to take.
Of course, as a small start-up agency, he recognises there are many areas that have been significantly simpler for them - but so too, it’s inspiring for micro and smaller businesses to hear first hand the practical steps they too can take to make a significant collective difference. After all, climate change and responsible business is not someone else’s problem - and it’s going to take effort from businesses of all shapes and sizes to drive necessary and urgent shifts.
This conversations provides plenty of food for thought, inspiration and call to action. Great energy… you’ll be glad you spared 30 mins to tune in…
For more information about Avery & Brown - visit: www.averyandbrown.com and to access their Regenerative Business Map - visit our Learning Zone here. Russ references The Better Business Act and more on that can be found here.
Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Thursday May 05, 2022
Thursday May 05, 2022
“We can’t be naive about the the cost of climate action, but the value of climate action is the key thing Carbon Literacy brings clarity to.”
Before you dive in to take a listen to the podcast to learn more about The Carbon Literacy Project and why being carbon literate offers a much needed cultural shift - embedded into our everyday lives and thinking, giving all of us a meaningful carbon instinct and motivated to take action - first, we ask you to ponder the question; how carbon literate are you?
According to recent research findings, sustainability is now the ‘fourth functional skill’ - and a recent CIM study, showcased that 40% of marketers said they did not have relevant sustainability qualifications, but would want one, revealing a desire to skill up.
Climate change impacts everyone and everyone has a role to play – and Carbon Literacy is the glue that helps bring that together.
In this highly informative episode, we speak to Phil Korbel, Co-Founder of The Carbon Literacy Project and Director of Advocacy. Phil shares exactly what the Carbon Literacy Project and the Carbon Literacy Trust is, how they work with organisations, and why the impact they drive with those using their frameworks to educate and embed learning, is both urgent and important.
We discuss real-world case studies where organisations, such as AutoTrader, have engaged with Carbon Literacy - and how it is now embedded strategically as part of workplace competence. Phil walks us through the process of Carbon Literacy training and, whether it’s the C-suite or shop floor, the many personal light bulb moments gleaned that drive meaningful impact.
Of course, it’s not all smooth sailing, we discuss key challenges, and the many misconceptions around climate action. Phil tells us…
Acting on climate is not about having less – it’s about more… more connection, personal connection to the people, communities, and things around us that truly make us happy.
As usual, we reflect on the role of marketing, and in Phil’s view, marketing’s role in communication around carbon literacy is nothing short of essential.
Beside the enormous ethics around climate action – we talk about the role of business and leadership, and how leaders need to get on board with climate action to thrive and succeed in business, and do the right thing.
At any level Carbon Literacy is going to change the way you work and live…
Tune in…
Carbon Literacy.com info@carbonliteracy.com
For more information about Carbon Literacy - visit: www.carbonliteracy.com which provides loads of useful info. We’ve also designed a certified, Carbon Literacy Training for Marketers - which you can find more about here, and if you want to email the team at Carbon Literacy - their email is info@carbonliteracy.
Phil references, the CIM Summit, the wonderful work our Sustainable Marketer Manifesto Partners, Purpose Disruptors are doing (their podcast is here too) - so we’ve made those links accessible here in the show notes.
Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Thursday Apr 21, 2022
Thursday Apr 21, 2022
“Our demand for new IT is not driven by a real need. The result is excessive pollution and e-waste…”
In this episode, we speak to Steve Haskew, Head of Sustainability and Client Engagement at Circular Computing.
Circular Computing has been operating for over 30 years, providing circular IT solutions to organisations with significant hardware and ewaste concerns.
Steve walks us through circularity in action – take a once used product, put it through a re-manufacturing process to produce the product back to an as-new state for reuse. Delivering without compromise, a laptop computer that looks and works like new.
We discuss the challenges aligned with transitioning from a linear to circular economy, and our very linear ‘laptop’ buying behaviours and expectations.
Steve shares many staggering statistics - such as ‘for every laptop made it is incredibly water intensive 190,000 litres of water to make one laptop from extraction to sitting on your desk- and he makes a strong business case around the many benefits to organisations of going circular - showcasing the very real commercial benefits, but as importantly, or more so, the wider piece around global responsibility and significant CO2 savings, as we transition towards net zero targets.
We talk about the enormous challenge of E-waste – and the annual global output of electrical waste being equivalent to 4500 Eiffel towers. The practicalities of how organisations collect and keep laptops out of the waste stream - and ponder the challenge and risk around data and the sanitisation process, potentially hampering end users recycling their devices and discuss what more can be done to develop solutions in this area.
As ever, we dive into the role of marketing, and how marketing is central to the adoption of a speedier circular economy transition. How marketing is involved in building shared value, bringing customers along on the journey, educating, empowering - and the positive impact this has for successful and sustainable business.
This is an informative and inspirational conversation. Steve is transparent, honest, open to conversation to support and help others and shares so much insight about the challenges they’ve faced over the years, treading in the sand where no-one had tread before.
One things for sure… a decarbonised future state relies on a circular economy - and Circular Computing are doing great work in this important area. We loved this conversation and learned so much… Big thank you to Steve. Meanwhile, we urge you to tune in - it’s one not to miss…
For more information about Circular Computing - their website provides a Resource Hub and loads of useful info.
Steve also refers to the ‘pay it forward to support others’ platform KIVA https://www.kiva.org/
Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Thursday Apr 07, 2022
Thursday Apr 07, 2022
“When it comes to recycling, it’s tricky for us as consumers to do the right thing - even if we have the right intentions.”
In this episode, we speak to Dan Marek, co-founder of Scrapp, a climate tech start-up - helping people and businesses to reduce waste by recycling correctly. .
Scrapp is more than an innovative app, supporting consumers and businesses with how to recycle efficiently, as you’ll hear in this interview, it’s a recycling movement determined to drive meaningful impact, and whilst their focus is on recycling, they fully respect the waste hierarchy; reduce what you use, reuse what you have and recycle the rest - and ideally, to the best of your ability, and as effectively as possible, which is where Scrapp steps in.
From a practical perspective, Scrapp’s app will tell you whether or not the packaging / or components of the packaging are recyclable helping you to organise and segment your packaging and syncs with different local authority infrastructures, enabling consumers to be far more efficient.
One of the biggest challenges surrounding recycling is ‘contamination’ - people putting things into the wrong bin. Dan shares the startling stats around contamination - and how if more than 5% of items in your recycling bin are contaminated, by default, it automatically gets sent to landfill. Not only devastating for the planet on a number of levels, but of course, commercially, as it costs more to send waste to landfill than to recycle.
Whilst the focus of the discussion is around recycling, there’s a LOT to unpack from this conversation - we discuss data, and the crowdsourced insights and observations that Scrapp is collecting around packaging. Useful data that can support innovation and how packaging can be improved in response to how consumers are actually recycling.
Scrapp is clearly passionate about driving meaningful impact and have many avenues to explore, such as the carbon impact analysis of packaging - how much CO2 can be saved by recycling efforts, building intelligence that can support wider initiatives.
We also cover the role of marketing in supporting education and behavioural change, and the balance of ‘overloading’ consumers with messaging and the challenge of eco-labelling and how Scrapp is acting as the Trip Advisor of recycling when it comes to accountability and authenticity.
It’s an inspirational and highly practical discussion, covering an innovative solution to a significant problem, so I urge you to tune in.
You’ll also find more about Scrapp here - and of course, you can start to play with the app - free download via Android and the App Store. Instagram @scrapprecycling - for latest updates.
Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Friday Mar 25, 2022
Friday Mar 25, 2022
“If food waste was a country, it would be the third largest emitter of greenhouse gases after China and the USA.”
Too Good To Go, the social impact company who are fighting food waste, or as they put it so wonderfully on their website, “rescue magic bags of surplus, unsold food”.
In this episode, we were joined by Jamie Crummie, co-founder and director who talked about why the work they do is critical in so many ways, from an economical perspective, societal perspective and environmental perspective, taking on a broken food system and giving businesses and society a way to be part of the solution.
The facts and figures around this subject are absolutely staggering, “40% of the food we produce is wasted”, and with food waste accounting for 10% of global greenhouse gas emissions.
Jamie talks about the Too Good to Go app, which is the gateway to their market place for surplus food, connecting businesses with people. We discuss the difference between food waste and food loss, how education and awareness is key to changing the failing systems which underpin the food industry and how marketing and communication has been central to the success of Too Good To Go.
They currently work with 110,000 different food businesses, have 15 million active users on the app, and importantly, to date, have successfully rescued over 110,000,000 meals which would have gone in the bin. To say they are inspirational is an understatement.
Jamie firmly believes that social impact businesses are the future and they have the power to drive the change we so desperately need, shape new behaviours and ways of thinking and do good for people, planet and profit. And, make the experience fun along the way.
If you haven’t downloaded the app, or joined the Too Good to Go movement, you will do after listening to this, we guarantee it!
Ready to fight food waste? Tune in…
Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Thursday Mar 10, 2022
Thursday Mar 10, 2022
“The focus on sustainability should be the main driver - the driver shouldn’t be that you can make a claim about it.”
In this episode, we dive deeper into the Green Claims Code - speaking with Cecelia Parker Aranha, Director of Consumer Protection at the CMA (Competitions and Markets Authority).
The Green Claims Code came into force in the UK in January 2022, so still pretty fertile territory. Cecilia shares why the Green Claims code came about; what it sets out to do and importantly, what brands and organisations need to consider to ensure they comply.
“As much as protecting consumers - we wanted to level the playing field and give businesses that are genuinely trying to be sustainable the confidence to talk about it.”
The Green Claims Code sets out six clear principles - simple enough for brands and organisations to both understand and consider - however, the CMA recognises the enormity of the challenge when it comes to green claims - and that it’s going to take a significant amount of time and resource to bring about much needed change, with their initial focus around enforcing the code in areas where there are the biggest concerns - such as the fashion industry.
To this end, we discuss how the CMA is working with partners to tackle misleading claims beyond the UK and online - working with consumer protection groups in Europe and internationally, and how the CMA works closely with the ASA (Advertising Standards Authority).
A truly informative discussion - covering many facets. We pose a range of questions to Cecilia that we’ve been hoping to get clarity around since the code came into being - discussing the practicalities of making a claim, the role of consumer activism, and the growing number of independent groups and websites, such as the Changing Markets Foundation - greenwash.com, calling out green claims as greenwash. And of course, the question around the action intention gap.
Informative, inspirational and hopeful - with lots of practical takeaways and insights - whether you’re concerned about greenwashing or ready to break away from the greenhushing - we urge you to tune in to this informative conversation.
As Cecilia makes very clear throughout - “Start with the evidence you have - and figure out what claims you can make from that.” Evidence first!
More about the Green Claims Code here - and we have a number of useful resources related to the code in our Learning Zone. Enjoy…
Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Monday Feb 21, 2022
Monday Feb 21, 2022
“Stop talking about the environment, stop talking about emissions, people don’t really care about carbon emissions, it’s too intangible. Instead, marketing needs to focus on the benefits to people, aligned with people’s existing decision making frameworks and what they care about. Time to sell net zero and climate action as a gain, rather than a loss.”
In this episode, we hear more wise words from Adam Bastock, a passionate environmentalist who founded Small99 to provide practical and clear guidance to small businesses to learn how to take action to reduce their environmental footprint.
Small businesses make up 96% of businesses in the UK - and approximately 75% of those are solo directors. That equates to over 4.5Million businesses that have a collective opportunity to drive significant impact when it comes to taking steps towards the UK’s net zero targets.
Of course, where to start and what to do are two key questions for small business navigating a landscape which is constantly evolving, with many confused around zero carbon, carbon neutral and net zero. If that’s you - then Adam provides clarity and masses of practical insights, questions, starting points and examples of what can be done and the steps you need to focus on.
Adam talks about the necessary mindset shift required to start thinking about carbon budgets, in much the same way we would about financial budgets. Considering the practicalities of how to address Scope 1 / 2 and the challenging Scope 3.
Re-listening to this podcast to pull out key highlights to share here - there are just so many gems. My advice if you’re a business keen to learn about where to start with measuring your impact and doing something about it - then tune in to what Adam has to share.
You can find out more about Small99 - and tap into the practical resources Adam mentions in the podcast here: http://small99.co.uk/measure
https://community.small99.co.uk/. Enjoy…
Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Monday Feb 07, 2022
Monday Feb 07, 2022
“What are you doing with your profits - are you investing it back into your people and community or the pockets of a few?”
What a question? And one of many that Richard Hagan, businessman and radical and passionate sustainability champion asks businesses and leaders to reflect on in this informative and inspirational episode.
When it comes to ‘radical’, by his own admission, Richard recognises that business has a powerful role to play in necessary climate action -supporting planet and people. Given that time to act is short, Richard shares how radical action is required by all businesses - and that many just aren’t prepared to take the risks, the commercial hit and the necessary investments and leaps of faith that’s needed.
Richard is no stranger in the sustainability world - a leading exemplar, just last week, Crystal Doors were cited as the number one global sustainable company followed by Burberry, Coffee and TV, Netflix and Nespresso - named Manufacturer Of The Year at the 2021 Business Green Leaders Award, awarded the Queens Award and also Small Business of the Year at the Sustainability Leaders Awards 2021 due to their dedication.
In this episode, Richard shares his journey, the critical role he’s played as a leader, ‘walking the talk’ - enthusing and infusing employees with a courageous and powerful vision - encouraging all employees to take individual responsibility and champion action and progress. As Richard states, it’s key to celebrate the collective wins along the way creating a business that is energised by its employees.
We ask Richard about some of the key aspects of his sustainability journey - he talks about the importance of communication and marketing to mobilise the workforce, the importance and courage required to simply ‘tell the truth’ and why it’s critical to stand by your purpose and values. (He even shares how Crystal Doors have said goodbye to customers and suppliers who don’t have the same desire to align with shared values).
Richard is a total inspiration - a great leader and a man on a mission to truly bring about necessary and radical change.
Tune in to grab a dose of Richard’s infectious passion and get inspired to make a difference.
You can find out more about the projects he’s working on via the Crystal Doors Knowledge Hub - where they share ideas, insights, guides and resources to support the wider community.
Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Thursday Jan 20, 2022
Thursday Jan 20, 2022
“People need to understand that the embedded carbon footprint in their dining choices is actually one of the most impactful in their lives.”
It’s a new year and many of us are emerging from the festive season, where food and drink takes its place centre stage in the ads we see, the conversations we have and the celebratory plans we make. January brings with it, new year resolutions to eat more healthily, do ‘dry Jan’ and more recently give the growing trend of Veganuary a go.
In this episode we speak to the brilliant Juliane Caillouette-Noble, Managing Director of The Sustainable Restaurant Association.
Juliane shares her experience and knowledge around all things food, from the education needed to the impact it has on both people and planet. She talks about the work The Sustainable Restaurant Association (the SRA) does with hospitality, centred around that all important question of, ‘how can we be more sustainable when it comes to food?’
We discuss, the ‘hidden things on our plate’ and the misunderstanding around ‘food miles’. Juliane asks, ‘do we really know where our food comes from and do we consider the processes it goes through? And, if we did know, would we make better choices?’. We talk shopping behaviours and the fact that, regardless of season, we expect to be able to get whatever we want all year round,
Juliane goes on to talk about marketing influencers and how the sharing of images of food is being seen as more important than the consumption of it. However, marketing’s role and influence is so much more than that. The difference marketing actions and activities can have on what we choose to eat is so powerful. We discuss how chefs have taken on the role of influencers and educators, how where dishes are positioned on the menu and how they are described can determine what we decide to eat. These positive actions, are changing communities and their attitudes towards food.
You can find out more information about the important work The SRA via www.foodmadegood.org and any comments, questions, ideas, suggestions related to the podcast, Get in touch.