Can Marketing Save the Planet?

Episode 24: Time for the creative industry to stop promoting pollution with Duncan Meisal, Director at Clean Creatives

“It’s critical brands consider the supply chain of their ideas.”

The evidence is clear that with responsibility for 75% of carbon pollution, the fossil fuel industry is the number one cause of climate change.  Yet, following COP26 - and our increased awareness of the catastrophic impact the industry is having on the planet, the urgency to  transition to clean energy is still lacking.

In this episode Gemma and I speak with Duncan Meisal, Director at Clean Creatives - an organisation dedicated to encouraging brands, agencies and creatives to reject working with the fossil fuel industry - providing data, facts, statistics and support.  

Tune in to hear us discuss how the advertising and public relations industry is facing its biggest corporate social responsibility challenge since the war over tobacco advertising and consider a number of headwinds the fossil fuel industry needs to weather; changes in consumer awareness and appetite, conflicting and confusing ‘green energy’ statements hampering behavourial change, greenwashing and of course, the pursuit of creative talent. 

Duncan shares ... “We have invented all the technology we need for cleaner energy. We don’t need any new oil wells or gas pipelines. The transition needs to start.”

And whilst some would argue that the transition has started, in reality it’s only a fraction of the focus for the industry. As recently as 2019, major oil companies spent over 99% of their capital expenditures on further development of oil and  gas projects.  Of course, the picture painted by agencies for fossil fuel companies is awash with greenwash - and this is why the marketing and advertising industry has a critical role to play - pivotal in balancing industrial policy and individual choice.

When it comes to accountability and the need for transition, in reality 7 million people die from air pollution every year - a sadly staggering number.  Hence the courageous ‘F List’ , a public list ‘calling out’ the agencies supporting the biggest climate polluters on the planet by developing misleading and confusing ‘green campaigns’.

This 28 minute podcast is a hugely important and informative conversation - and with practical takeaways for agencies and brands by visiting www.cleancreatives.org/start.  For us this first episode of 2022 - starts as we mean to go on, marking a focus on  taking action and practical application.

Find out more information about Duncan, his work and Clean Creatives visit www.cleancreatives.org - 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 23: It’s not about Purpose - it’s about who you can help me become! Thomas Kolster, Author, Founder.

“The ultimate proof point is answering the question… who can you help people become?”

In this episode we speak to the inspirational Thomas Kolster, author of The Hero Trap and Founder and Creative Director of Goodvertising.

Thomas has been championing sustainability in the advertising and marketing industry for over a decade - he tells us that when he wrote his first book, Goodvertising, back in 2012, no one in ‘the industry’ was really interested in what he had to say - his main audience were those already embracing sustainability. However, jump a decade forward - and he spends his time consulting and sharing his wisdom with leading brands and agencies around the world.

There’s so much to glean from this insightful conversation - Thomas explains how when it comes to purpose and the role brands play in people’s lives - they’ve lost their way. He tells us how most purpose statements are just too broad, that purpose is just not having the same effect - and how too much time is spent by brands and organisations naval gazing, rather than considering the real challenges people face and what really motivates and drives people to change.

This leads us on to discuss what Thomas refers to as ‘transformative brands’ - those brands that really help people to change their behaviours, and rather than the brands positioning themselves as the ‘Hero’ - they instead are the facilitators, creating positive impact and behaviour change for their audiences.

We boil down to the key point that realistically, it’s very challenging for organisations or brands to drive change - where change really lies is with each and every one of us. We are the heroes!

Inspirational, smart, funny and educational - with loads of takeaways - you’ll enjoy this one. A real feast to tune into this holiday season.

Find out more information about Thomas, his work and books via https://thomaskolster.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 22: Making human trafficking as visible as possible - with Ruth Dearnley, OBE, CEO, Stop the Traffik

“You can’t stop what you can’t see.”

In this episode we hear from Ruth Dearnley, founder and CEO of Stop the Traffik - an organisation working to prevent human trafficking globally through an innovative, intelligence-led approach.

“By shining a light on this hidden crime, and by empowering communities and businesses, we can change the environment and increase the risk to the trafficker and the safety of the vulnerable.”

Ruth discusses how trafficking is a complicated issue and a very successful business. She calls it ‘Trafficking Inc’. Impacting around 8 million people per year and valued in excess of $250BN - she explains why it’s been fundamental to fully understand the complex ecology - so that they can better understand what’s required to disrupt it.

Of course, as consumers, we don’t necessarily consider what we wear, what we buy and what we invest in to necessarily be associated with human trafficking - but given the enormity of ‘Trafficking Inc’ - it’s likely to be far more connected to our day to day lives than we think. And therefore, as marketers - again, we’re not necessarily aware or thinking about the role human trafficking may play in our very own products, services and supply chains.

We discuss the power of storytelling, partnerships and collaboration, data and technology and of course, transparency and intelligence throughout supply chains. Ruth also talks about how data, mobile tech, social media targeting and marketing are working to educate those that are vulnerable and key targets for traffickers.

Find out more information about Ruth and the great work she’s leading at Stop the Traffik - 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 21: Brand Led Sustainability with Luc Speisser, Global Chief Innovation Officer at Landor & Fitch

“A brand is a promise and a great brand is a promise kept.”

In this episode Luc, Global Chief Innovation Officer, generously shares his years of experience working within Landor & Fitch, leading brand led sustainability.

Luc breaks down what brand led sustainability means for businesses - bringing to light the key point, that it’s not enough for brands to simply focus on sustainability - they have to make sustainability profitable to sustain the business - and this means finding a genuine point of differentiation that strategically fits their brand.

Luc shares Landor & Fitch's 4-step approach, diving deeper into their strategic processes and future modelling sharing how they support brands to assess and understand where they currently are, enabling them to uncover and focus on an ownable point of difference, align innovation and creativity and then make it happen - bringing strategy and ideas to life.

We also discuss ‘The Good Squad’ - a c-suite led internal initiative at Landor & Fitch, where employees are encouraged to spend 10% of their role getting involved in sustainable projects and endeavours - not only driving employee involvement and engagement but also driving collective intelligence, ensuring that the organisation stays at the forefront of sustainability.

There’s so much packed into this 35 minute conversation; brand, purpose, what good business looks like and how to make sustainability, sustainable from an ROI perspective. Luc crystalizes all his advice and insight with practical real world case studies - so there’s a lot to learn.

“There’s been a growing intolerance from people about expectations on what a company says it does and what a company actually does for about the past 10 years. But when it comes to sustainability, tolerance is NIL. Brands need to move away from storytelling - to story’doing’ - do it first, then talk about it.”

Wise words from Luc… and we couldn’t agree more. Tune in and let us have your comments, questions and views over on LinkedIn.

You can find more information about Luc and Landor & Fitch here - 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 20: The role finance plays in moving us towards a sustainable future with James Alexander, CEO, UKSIF

“The role of marketing is critical. Marketing what is real rather than the image you want to create!”

In this episode James really sets the record straight on just what sustainable finance is and the role finance and financial investment plays in moving us towards a sustainable future.

With over 270 members within UKSIF (UK Sustainable Investment and Finance Association), James leads a fast growing membership committed to growing sustainable and responsible finance in the UK.

Collectively the membership is responsible for managing approximately 10 trillion pounds of investment. A significant amount - and of course, money talks.

James discusses how business is changing, how employee and customer expectation is shifting, and how we are all starting to take ownership of the role we play in creating a sustainable future, the impact of our work, and indeed how we manage and invest our money.

James tells us that when we talk about ‘sustainability’ there’s often a number of interpretations as to what it is - but one thing we can all be clear on is what ‘unsustainable business’ looks like. And the fact is that business is changing, we’re reinventing the definition of a company - it’s innovate or die. And those businesses that choose to ignore the warnings, will be unprofitable if they don’t change.

We talk GreenTaxonomy, pensions, stewardship, circular economy and service driven economy, values and the role of an investor.

Inspirational, balanced, honest and informative… all we can advise is tune in! You don’t want to miss this.

You can find more information about UKSIF via https://uksif.org/ - 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 19: Holding the question…What can we do? The power of bringing people together to #ChangeTheBrief with Rob McFaul, Co-Founder of Purpose Disruptors

“How can we make living with less not feel like loss…?

Great question… and one of many raised by Rob McFaul, co-founder of Purpose Disruptors.

In this episode Rob shares how Purpose Disruptors was born and how it has rapidly grown into a collective of over 2000 people focused on holding space to ask important questions - bringing people together in the advertising industry both agency side and client side to learn and grow confidence and expertise so that they can effect meaningful change.

Rob tells us more about their #ChangeTheBrief initiative - an initiative that raises not one but two responses to the brief… 1) the response the client expects and 2) a ‘future response’ - a more responsible, sustainable option.

We discuss the role marketers play, how marketers most definitely have a seat at the table when it comes to driving more sustainable outcomes, and how we as marketers, once educated ourselves, can support clients in understanding the influence they can have on their customers to use their product or service more sustainably.

Education is a key component for marketers - and that may mean some ‘unlearning’ too.

As in the wise words of Rumi… “Yesterday I was clever so I wanted to change the world, today I am wise and I want to change myself.”

You can find more information about Purpose Disruptors via https://www.purposedisruptors.org/ and their #ChangeTheBrief initiative here: https://www.changethebrief.org/ - 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 18: Exploring the ‘Values Economy’, ‘Purpose’ and what it means for organisations - with Author and Director of ServiceBrand Global, Alan Williams

“Values are for living… not laminating.”

It was a total pleasure to have a conversation with Alan exploring his recent book, ‘The Values Economy’ - a practical tool designed to help organisations fine tune their business to be truly values driven.

For over 20 years, Alan has worked with organisations developing a values driven approach. In our podcast he shares, how he got started working in values, why he developed the book - and importantly, what the values economy is.

Alan describes the values economy as a ‘perfect storm’ driven by three factors - 1) choice, 2) communication and 3) control.

We explore the difference between purpose and values - Alan tells us,

“Purpose and values are best friends, a bit like Laurel and Hardy - you take one away and it’s just not as effective. Purpose is the why you exist - values are how you are going to go about what you want to achieve.”

We delve into his view on marketing and the role marketing plays - discussing that marketing is no longer purely about persuasion but rather - it’s about making sure that everything that happens in the organisation is perceived by its values.

He asks the question, “As a marketer - would you rather be a master of persuasion, or a master of authenticity?”

Packed with practical examples, metaphors and insights - Alan’s message is very clear - and pretty simple. When it comes to values… “Do what you say”.

Alan’s book, The Values Economy is a great read - and you can find more about his work and World Values Day via the work he is doing at ServiceBrand Global, visit http://www.servicebrandglobal.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 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.