Can Marketing Save the Planet?

Episode 27: How small businesses need to progress towards Net Zero - with Adam Bastock, Founder of Small99

“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.

Episode 26: Leading by Example - Sustainability & Leadership - Richard Hagan, Managing Director at Crystal Doors

“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.

Episode 25: The hidden impact on our plates - Juliane Caillouette-Noble, Managing Director at The Sustainable Restaurant Association

“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.

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.