Shows
Can Marketing Save the Planet?Episode 107: Navigating the Complexity of Sustainability Focused Sponsorship with Kerry McDonald, CEO - OrchardIn our final episode of Can Marketing Save the Planet? before we take a break for the summer, we sit down with Kerry McDonald, CEO of Orchard to explore the intersection of marketing, sustainability, and sponsorship.
We delve into the complexities of sustainability focused sponsorships, where the line between meaningful partnerships and greenwashing has been increasingly scrutinised. Kerry talks about why sponsorship when rooted in shared values rather than transactions, can outperform traditional advertising in driving engagement. He explains, "done well, sponsorship is one of the most powerful engagement tools, it lets brands speak to their audience...2025-07-2752 minCan Marketing Save the Planet?Episode 106: 12 Motivations to Drive Sustainable Choices - with Tom Ellis, CEO, Brand Genetics“If people genuinely care about sustainability, how can Marketers redesign systems to make the right choice the easiest one?”
In this episode of the Can Marketing Save the Planet podcast?, we’re joined by Tom Ellis, CEO at Brand Genetics where we explore the psychology behind sustainable behaviour change, specifically digging into motivations, but from many different angles – 12 to be precise!
As Tom explains, "If you can align to people’s motivations, you can shift their behaviour in a way that feels natural—like they’re getting closer to their own goals."
Tom shares insight...2025-06-2751 minCan Marketing Save the Planet?Episode 105: Can Marketing Drive the Sustainable Transition? - with Leo Rayman, Founder - EdenLabReimagining Business in a low-carbon economy…
In this episode of Can Marketing Save the Planet, we catch up with Leo Raymond, founder of EdenLab, talking about marketing’s potential to reshape business for sustainability.
Leo shares his journey into the sustainability space, sparked by a moment of clarity when his son asked him what he did for a living, he shares… "sustainability was jargon-filled, techno-babble nightmarishness… but I saw an opportunity to repoint marketing’s creativity towards positive behaviour change."
Leo argues that Marketers, as behaviour shaping experts, must pivot their creativity toward systemic s...2025-06-1247 minCan Marketing Save the Planet?Episode 104: Marketers … ‘What will your legacy be?’ Sangeeta Waldron, Author, Founder, Serendipity PR and MediaIf legacy is defined by the choices we make today, how can Marketers and communicators reframe "business as usual" to align with planetary survival before it’s too late?
In this episode of Can Marketing Save the Planet? we welcome back Sangeeta Waldron, a communications expert, three times published author, and Founder of Serendipity PR and Media.
Sangeeta discusses her latest book, ‘What Will Your Legacy Be?’ - expanding on her previous book by reaching a broader audience beyond the business and PR world. It’s a book that is so easy to get lost in and a...2025-05-2749 minCan Marketing Save the Planet?Episode 103: ‘Navigating Greenwashing and Green Claims - 4-Part Mini Series’, Part 4 - Adrian Ma, Founder, Fanclub PRAgencies and green claims – Walking the talk or just talking?
In our final episode of our four part mini-series on navigating green claims and greenwashing we speak to Adrian Ma, founder of Fanclub PR, about the role of agencies in green claims and the rise of purpose-led marketing. Adrian shares his insights from working with impact-driven brands such as Who Gives a Crap, Music Magpie, SMOL and many more, and dives into the challenges agencies face in balancing creativity with compliance.
Adrian talks us through the journey Fanclub PR is on and notes the ‘purpose-led’ space...2025-05-0640 minCan Marketing Save the Planet?Episode 102: ‘Navigating Greenwashing and Green Claims - 4-Part Mini Series’, Part 3 - Katie-Scarlett Wetherall, Lawyer, ClientEarth
In this episode of the Can Marketing Save the Planet? podcast, we continue on our navigating green claims and greenwashing mini-series speaking with Katie Wetherall, a lawyer at ClientEarth about the brilliant work they do and taking a deep dive into the world of plastics, packaging and recycling.
It’s no secret that marketing tactics in this area are long overdue a review. Clever marketing can mislead consumers with what are essentially false sustainability claims - particularly, when one takes into account the bigger picture and lifecycle of the product they appear on.
Katie shares wi...2025-04-1739 minCan Marketing Save the Planet?Episode 101: ‘Navigating Greenwashing and Green Claims - 4-Part Mini Series’, Part 2 - Guy Parker, Chief Executive, Advertising Standards Authority (ASA)In this episode, the second of our greenwashing mini-series we chat to Guy Parker, Chief Executive of the UK’s Advertising Standards Authority (ASA), about green claims and the role of responsible advertising in sustainability.
Guy explains that the ASA’s mission is to, “make sure that ads are legal, decent, honest and truthful. We care about ads not misleading people, not harming them, not offending them and being socially responsible.” Guy highlights that with rising concerns about climate change, the ASA is focused on environmental claims balancing the need for businesses to communicate sustainability efforts without misleadi...2025-04-0441 minCan Marketing Save the Planet?Episode 100: ‘Navigating Greenwashing and Green Claims - 4-Part Mini Series’, Part 1 - Cecilia Parker Aranha, Director, Competition and Markets AuthorityIn our 100th episode of Can Marketing Save the Planet we kick off our ‘4 part mini-series on greenwashing and navigating green claims’ with Cecilia Parker-Aranha, Director of Consumer Protection at the Competition and Markets Authority (CMA).
Cecilia joined us back in 2021, and so it was great to have her join us again to discuss the evolving landscape to provide an up to date understanding of where we are with greenwashing.
Since the publication of the Green Claims Code in 2021 significant progress has been made however, challenges remain. Cecilia tells us that since we last spoke, the...2025-03-2439 minCan Marketing Save the Planet?Episode 99: The Marketing Playbook for a Circular Economy - Ready to be part of the Shift? …with Andrés Oliva and Neda Hashemi, Ellen MacArthur FoundationRound and round and round it goes, where it stops nobody knows… and that’s a really good thing if it means it doesn’t end up in the unmanageable waste landscape we humans have created for ourselves.
In our 99th episode we’re joined by Neda Hashemi and Andrés Olivia from the Ellen MacArthur Foundation where we explore why Marketers are key facilitators in the transition to a circular economy.
Neda and Andrés talk about their latest research and explain the different ways that the circular economy can future-proof and scale businesses, drive effi...2025-03-0632 minCan Marketing Save the Planet?Episode 98: Protect the Planet One Square at a Time - Driving nature based impact with transparency and fairness …with Rob Cobbold, Founder and CEO, Native“It’s fair and square - every square essentially helps you hit three ESG metrics with a single product.”
In this episode of the Can Marketing Save the Planet podcast, we are joined by Rob Cobbold, Founder and CEO, of the brilliant organisation, Native - a platform which allows people, groups, communities and organisations of all sizes to protect the planet – one square at a time!
The platform enables the purchase of ‘squares’ from a range of terrestrial or marine habitats including rainforests, mangroves or coral reefs.
Rob talks us through why he founded Nati...2025-02-2045 minCan Marketing Save the Planet?Episode 97: Sustainability and AI - Friends or Foes? with tech futurist, Dan Södergren and sustainability pro, Russ Avery“The more people bring AI in-house the better it will be for the environment”…
“You’ve got to spend the money to take advantage of the opportunity – and you can say but AI is free, but it isn't - that's just bad AI”…
“AI allows us to do the art of marketing without marketing” …
A slightly longer episode this week, but boy is it an interesting one! In this episode of Can Marketing Save the Planet we bring together two of the biggest conversations in the world today; AI and sustainability to find out if they are friend...2025-02-061h 06Can Marketing Save the Planet?Episode 96: Time for Marketers to Drive Meaning and Difference - Key Skills Required and Barriers to Overcome with Ozlem Senturk, Global Sustainability Transformation, Kantar“90% of Marketers agree that sustainability agendas need to be more ambitious.”
We are back to 2025 with a bang and a full-on schedule of fantastic guests and riveting conversations. In our first episode of the year we’re joined by Ozlem Senturk, Senior Partner at Kantar’s Global Sustainable Transformation Practice. Ozlem shares so many interesting insights from Kantar and the World Federation of Advertisers study ‘Sustainable Marketing 2030’, where they identified what Marketers need to do to transform faster, the structural challenges and lack of internal resources that need to be overcome and the need for a P&L that facto...2025-01-2348 minCan Marketing Save the Planet?Episode 95: The Power of Research & Understanding our Audiences - A Missing Marketing Fundamental with Denise Hicks, Global Climate Lead, C-Space“We need to get back to classic marketing – what matters to our audience is a must. Even those people who don’t ‘buy into’ sustainability – up to 70% of them are actually engaged in sustainable behaviours – they just don’t label it as sustainable….”
In this episode were joined by Denise Hicks, Global Climate Lead at strategy and insights consultancy, C-Space. We were particularly interested in a very soon to be published piece of research titled, ‘The S Word’.
Denise shares insights from the research findings, highlighting the ‘dysfunctional love triangle’ that exists between brands, their stakeholders and regulations...2024-12-1940 minCan Marketing Save the Planet?Episode 94: ‘The 9 Principles of Effective Climate Communication’ (and more…) with Dr Graeme Heyes and Laurence Adams, Litmus SustainabilityBusinesses need to be asking themselves – “What could this business be, redesigning it from the ground up?” Start with the opportunity as opposed to the challenges.
We know communication and engagement is critical to driving change, a su bject we have explored many times on the podcast, but there’s always something new to learn. Hence why we really enjoyed meeting Laurence and Graeme from Litmus Sustainability to talk more deeply about a subject which is very close to our hearts.
Setting up their business with the aim of helping creative and ambitious organisations integrate sustaina...2024-12-0951 minCan Marketing Save the Planet?Ep 93: ‘Marketing for Social Change’ - How to develop a more flourishing society and more sustainable future with Kian Bhaktiari, Founder, The People“We don’t ’speak for young people, we let them be the voice and share their perspective.”
We keep coming back to the S – ‘social and societal impact’ in many of our conversations with clients, leaders and marketers, we’re discussing the role of business, both in how they operate and what they are doing for society.
In this episode of the podcast we have a chat with the brilliant Kian Bakhtiari, Founder of The People, a Gen-Z consultancy. We were keen to know more about the work Kian does both with the youth generation and businesses...2024-11-2538 minCan Marketing Save the Planet?Episode 92: Food Security - Education and Awareness and Where Marketing Fits In, with Ali Cox, Founder and CEO, Noble West“When it comes to food systems, Marketers can be the most valuable in providing extraordinary consumer insights so that assumptions are not made in what people want.”
To maintain food security, food systems need to change. They need to be more sustainable, less impactful on the planet, healthier and way less wasteful. But, there is still a huge amount of education and awareness that needs to happen if people are to truly understand why food systems are at risk and, how we choose what we eat really does matter.
In this super informative episode, we were...2024-11-1242 minCan Marketing Save the Planet?Episode 91: Leadership can happen anywhere… with Professor Chris Marquis, Author of ‘Better Business: How the B-Corp Movement is Remaking Capitalism’It’s the final episode in our mini-series on sustainable leadership and in this episode we’re joined by Professor Chris Marquis. Chris talks to us about his experience studying, writing about and working with organisations on sustainability. Author of, “Better Business: How the B Corp Movement Is Remaking Capitalism,” we explore Chris’ first experience of B-Corp, a movement setting new standards for how business should operate. Chris believes we can learn a lot from B-Corps, “we should be studying B corporations, companies that are putting the social at their core.”
We discussed the critical component of the internal p...2024-10-2842 minCan Marketing Save the Planet?Episode 90: Leadership - The Power of Mobilising your Employees and Key Stakeholders to drive Impact and Progress, with Kevin Dunckley, CSO, HH GlobalAs we continue to discuss and explore the role of leadership in our ‘Sustainable Leadership’ mini-series, what better than to gain the viewpoint from someone with sustainability at the core of everything they do. This led us to Kevin Dunckley, Chief Sustainability Officer at HH Global.
Kevin’s passion for what he does is crystal clear and we loved our conversation with him talking about the practicalities of being a hands-on CSO - what’s involved, where the challenges lie and more importantly, unearthing the opportunities.
Kevin shares, “the sustainability strategy for our organisation is my respons...2024-10-1436 minCan Marketing Save the Planet?Episode 89: ‘A new mindset for doing business - which Activist Leader are you?’ with Jon Miller, Author and Partner, Brunswick Group.Continuing with our Sustainable Leadership mini-series, in this second episode we’re joined by the brilliant Jon Miller, author and Partner at Brunswick Group, leading their Sustainable Business Practice. We wanted to catch up with Jon to talk about a subject which led him to co-author the book, The Activist Leader.
Join us as we dive into the activist mindset and how anyone can becoman activist leader, something business and the world needs right now.
Jon shares five key archetype activist leaders, what they are and how they show up – something all our listeners can expl...2024-09-2644 minCan Marketing Save the Planet?Episode 88: ‘Sustainable leadership is a mindset and leaders can be found all across the organisation’ with Karen Hamilton, Former Global VP Sustainability, UnileverIt’s another mini-series and this one is all about leadership, something which is incredibly important as we come together and take on the biggest challenge humanity has ever faced (and nope, we’re not being overly dramatic).
Sustainable leadership is about making a positive impact, contributing to society and the environment and, driving long-term performance for business. Sustainable leadership is a big role and a role which is open to everyone, something you’ll discover as we go through this 4-part series.
To kick things off, we’re joined by Karen Hamilton, former Global VP for S...2024-09-1243 minCan Marketing Save the Planet?Episode 87: Can ‘Advertising’ Do Good? Exploring a data-driven way to do good and align ESG - The GoodnetIn the final episode of our ‘greening your marketing activity’ mini-series, we caught up with some of our original guests to the podcast, Ollie Deane and Guy Jones from The GoodNet, the ethical intelligence company, focusing on helping ethical brands and products grow. The Goodnet firmly believe that advertising can do good in the world and, we agree with and support their mission!
Ollie and Guy shared their journey since last coming on the podcast a couple of years ago, sharing what is happening in the media space. They introduced us to GoodIQ, their intelligence tool which meas...2024-08-2935 minCan Marketing Save the Planet?Episode 86: Can ‘Events’ be Sustainable? with Matilde Riley, Sustainability Consultant at From Now
“When it comes to including sustainability in events - we’re finding the focus on sustainability is increasingly part of the client brief.”
As we continue with our greening your marketing activity mini-series, we wanted to turn our attention to events. Events can be fun, they allow us to learn and connect, but they also come with a considerable footprint and impact, mainly from travel, food and that infamous swag. However, the events landscape is evolving and sustainability is an increasingly growing focal point. We met up with Matilda Riley, an expert in sustainable events. Matilda talks openly...2024-08-1532 minCan Marketing Save the Planet?Episode 85: Purpose driven digital - optimising your web presence with Sepas Seraj, Founder - Pixeled Eggs“There's something like 7.5 million data centers around the world now, and most of them are still powered by coal and gas. One of the easiest things you can do is move your hosting.”
Welcome back to the second part in our mini-series on ‘greening your marketing activities’ and this episode we explored smarter, greener websites with Sepas Seraj, Founder of Pixeled Eggs.
With the amount of activity that takes place online today purpose-driven digital is a must, and it’s not difficult, in fact, it’s super efficient, usable and can dramatically improve your organisations’ performance...2024-08-0132 minCan Marketing Save the Planet?Episode 84: Considering the Carbon Impact of Email Marketing with James Gill, Founder at Ecosend
Have you ever considered the carbon footprint of your email activity?
Welcome to the first in our ‘greening your marketing activity’ mini-series! Did you know that your digital activity has a carbon footprint? Are you aware that there are better choices you can make which mean your marketing activity is greener and more sustainable, without compromising on performance and quality? Well, that’s what we’ll be exploring in the next few episodes.
Every organisation will have to commit to decarbonisation targets, regardless of sector or size. When writing our latest book, research identified that behind R&D...2024-07-2238 minCan Marketing Save the Planet?Episode 83: The Ocean Begins in your Home, with Adam Parker, Re-Founder and CMO, OceanSaver
Every other breath you take comes from the ocean …
How much thought do you give to the products you use to clean your home? We recently took a metaphorical deep dive with Amanda Horn into her love of the ocean as part of World Ocean Day and Ocean Week (in Canada), and how important the ocean and water is to our lives. Following our chat with Amanda, we then we explored toxic free circularity with Paul Arellano Foulkes.
In this episode, we continue the theme of caring for our oceans, speaking with Adam Parker over at...2024-07-0830 minCan Marketing Save the Planet?Episode 82: Toxic Free Circularity and How Degrowth Equals Greater Profits, with Paul Foulkes-Arellano, Founder, Circuthon ConsultingDegrowth equals greater profits – and big disruptions are coming…
In this episode we got to talk to the brilliant Paul Folkes Arellano about circularity, and not just circularity, but toxic free circularity. Paul shares his knowledge, insights and experience in a space which plays a significant role in sustainability, business and societal behaviours.
Paul share with us how he got into the toxic free circularity space, and shares so many examples of organisations who are doing great things with circularity, and also how collaboration and partnerships are critical to building the business case and turning circ...2024-06-2050 minCan Marketing Save the Planet?Episode 81: Ocean Literacy - Collective Action for Healthy Oceans and a Stable Climate, with Amanda Horn, Founder, Loless Blue Water Co.The need to reconnect to water and rebrand the ‘Big Blue’…
World Ocean Day falls on June 8th and for those who haven’t heard of this event, it’s about “catalyzing collective action for a healthy ocean and a stable climate”.
The ocean’s role is one of the most important there is, and, water security is a real concern. But, to make such events successful in reaching global goals and targets around our oceans and water, we have to take notice, understand the challenges we face and importantly, be prepared to take action.
We met wit...2024-06-0652 minCan Marketing Save the Planet?Episode 80: The Role of Behavioural Science in Nudging towards Behaviour Change, with Behavioural Scientist, and Author, Patrick FaganWe’re only consciously aware of 0.0004% of everything around us at once…read that again!
Fake news, real news, social media, pickup artists. With all the messages we see and decisions we make every day, have you ever thought about how we are constantly being nudged towards one thing or another? In this episode we explore behavioural science with Patrick Fagan and whilst all communications are design to influence and manipulate in some way, how can we (marketers / communicators) use skill, creativity and influence for good?
When it comes to marketing, our role is to unde...2024-05-2037 minCan Marketing Save the Planet?Episode 79: Honing in on the ‘S’ of E S G – a critical component of the sustainability journey with Beth Knight, Social Impact and Sustainability DirectorHoning in on the ‘S’ of E S G – a critical component of the sustainability journey
ESG – environmental, social, governance, a subject that has been an increasing topic of debate and discussion, but what about the S?
In this episode we speak to Beth Knight, a leading figure in social impact and sustainability, with over 15 years’ experience in purpose-led business transformation – Beth shares incredible insights as we take a deeper diver into the ‘S’ for social - an area that, whilst often the least talked about, is critical for key stakeholders (employees, customers, communities) who are looking to g...2024-04-2247 minCan Marketing Save the Planet?Episode 78: Unpacking the Action - Intention Gap with Sandy Skees, Purpose and Impact Global Lead, Porter Novelli“Be the voice of the consumer who wants to do more.”
ESG – environmental, social and growth, (yep you read that right), growth rather than governance. We absolutely loved that take from Sandy Skees, Purpose and Impact Global Lead at Porter Novelli. We’ve wanted to talk to Sandy for some time since we came across their research on the ‘Intention – Action Gap - the ‘Rise of the Conscious Consumer’, when writing ‘Can Marketing Save the Planet - 101 Ways to use Sustainable Marketing as a Force for Good’.
This particular piece of research looks at people’s willingness to adopt...2024-04-0938 minCan Marketing Save the Planet?Episode 77: Serious about social impact - How small changes open to the door to bigger impacts - Chris Baker, CEO Serious Tissues“If you can change how people spend their money, you can change the world.”
Social Impact, sustainable business, creative ideas and changing behaviours, these are just some of the areas that we explored with Chris Baker, strategist turned entrepreneur and CEO of Serious Tissues.
With behavioural science sitting behind so many successful business models Chris talks to us about his experience across a number of social impact businesses and initiatives that he is involved with, and how a simple switch can make such a positive impact.
You’ll hear us discuss the growing moment...2024-03-2559 minCan Marketing Save the Planet?Episode 76: – Insects - The future of sustainable food for our pets? with Alessandro Di Trapani, CoFounder and CEO, Grub ClubDid you know that 20% of the world's fish and meat is consumed by our pets?
We didn’t… and so yet again, the learning curve continues. We love having conversations with amazing brands who are pioneering, disrupting the norms and thinking outside the box with a focus on delivering social and environmental impact.
Food security, the impact of food production and what we eat is an area of significant focus when it comes to wellbeing for all and transitioning to a sustainable future - something we cannot afford to ignore when considering food consumption for huma...2024-03-1141 minCan Marketing Save the Planet?Episode 75: – UpCircule Beauty - Building Capital from Waste and Embedding Circularity into Brand - CoFounder, Anna BrightmanProving unequivocally that waste can build capital, UpCircle is a truly inspiring organisation built on circular economy principles.
The circular economy presents a huge opportunity for both business and the environment so we were really excited when Anna Brightman from UpCircle, a skincare and beauty brand built from waste and, focused entirely on the circular economy principles joined us on the podcast.
UpCircle fully owns the concept of circularity and builds it into every strand of their business. They have learnt how to turn waste not only into a succesful business, but a global successful...2024-02-2235 minCan Marketing Save the Planet?Episode 74: – Investing in Biodiversity is a Competitive Opportunity with Gavin Sheppard and Rob Cheesewright, PinwheelWhen you view something as a competitive opportunity, you look at it totally differently - how can we go above and beyond? How can we get a real angle on this? How can we bring people with us along this process?
We’ve had a bit of a focus or mini-series on biodiversity and nature over the last few episodes of Can Marketing Save the Planet because it is so so critical that we start to understand, talk about and most importantly take action in reducing, removing and restoring the damage that we (business and society) are do...2024-02-0941 minCan Marketing Save the Planet?Episode 73: – Biodiversity - How Marketing Can Inspire People to be Part of the Solution, with Dr Samual Sinclair, Co-Founder of Biodiversify“We are totally dependent on biodiversity to survive – this is not a ‘greeny’ concern, this is an everyone concern.”
Given nature and biodiversity is SO important to the future of humanity, we wanted to dive deeper into this important area. Following our recent episodes with the brilliant Alexandra Pimor, who works with organisations to give nature a voice and a seat at the boardroom table, we jumped at the chance to chat with Dr Sam Sinclair, a conservationist and expert on biodiversity.
Sam starts with explaining what biodiversity is, and just how totally dependent we are on bio...2024-01-2542 minCan Marketing Save the Planet?Episode 72: – Exploring the world of ‘Meaningful Work’ - Challenges and Opportunities, with Claire Osborne, Sustainability Career CoachAre you using your career to fight for the future?
In this episode we talk with Claire Osborne who has a fascinating job as a sustainability career coach. Claire works with people who are increasingly looking at where and how they work, questioning the role they can play as climate change, climate action and sustainability continue to rise up the world’s agenda.
Claire talks about the challenges both business and people are facing and the research from David Graeber’s work around ‘bullshit’ jobs. Claire tell us that research reveals that, “37% of all roles are done by p...2024-01-1541 minCan Marketing Save the Planet?Episode 71: – Part 2: Nature on the board… Exploring what business has to do with nature with Alexandra Pimor, Director of Nature GovernancePart 2 - “We have to find the courage to do something different…”
Following on from Episode 1, we delve further into the role of law in sustainability. 2023 saw a marked rise in legal cases being brought against businesses and governments, as well as the tightening of regulations and guidelines around not only what businesses can do, but what they can say.
The reality Alexandra explains is “the law takes time; for case law we need the means, will and resources to bring cases forward and for legislation we need governments to listen.” Earth Law Centre supports the law, “...2023-12-2433 minCan Marketing Save the Planet?Episode 70: – Part 1: Nature on the board… Exploring what business has to do with nature with Alexandra Pimor, Director of Nature Governance“What does business have to do with nature?
The next two episodes of Can Marketing Save the Planet go DEEP! We suggest you wrap up warm, pop in your headphones, and go for a wintry walk as we catch up with Alexandra Pimor, Director of Nature Governance at the Earth Law Centre. Despite preconceptions, we (humans) are part of nature, we are not above it and we need it – it is indeed our greatest ally. We talk to Alexandra about how reimagining and reengineering our systems from a nature conscious perspective and delve into her work, looking at h...2023-12-0938 minCan Marketing Save the Planet?Episode 69: – Marketing - The Management Science of Empathy, with Nicolas Lambert - Expert, Author, Sustainable Marketer
“Marketing is the management science of empathy - we need deep empathy if we want to take humanity and our economy through this massive change that we are facing.”
Marketing will not save the world, but we will not save the world without marketing.
In this episode we talk with Nicolas Lambert, author of, “Can Marketing Save the World”, (we know… a title very close to our hearts) and no surprises that it’s a book all about marketing and sustainability, An experienced and passionate marketer, he was CEO of Fairtrade Belgium, marketing executive at Unilever, AB...2023-11-2749 minCan Marketing Save the Planet?Episode 68: – The Power of Design and Communication for Architects and the Built Environment to drive Climate Action, with Brigette Clements, ACAN.“We need people to communicate in a way that gives all of us an ability to move forward in a positive direction.”
The built environment – it’s a massive subject, a massive industry and a massive contributor of emissions, (buildings and construction are responsible for approx. 40% of global energy related and carbon dioxide emission). There is a lot of work to be done and the challenge requires collaboration, knowledge and action at scale.
We had the pleasure of talking to Brigette Clements, strategic lead at The Architects Climate Action Network (ACAN) and managing director at Lowkey A...2023-11-0348 minCan Marketing Save the Planet?Episode 67: – The FList 2023 - Creatives taking responsibility for people and planet.“There’s really no way you can say you don’t know this is a dangerous activity at this point”
Making a return to the podcast, we caught up with Duncan Meisel, founder of Clean Creatives, so we could talk about the newly published F-List.
For anyone unfamiliar, Clean Creatives, is a movement of advertisers, PR professionals, and their clients cutting ties with fossil fuels.The F-List is a body of research and report which documents agencies who choose to continue working with fossil fuel organisations despite the scientific consensus that what they do is destroyi...2023-10-2041 minCan Marketing Save the Planet?Episode 66: – Building the business case for Sustainable Marketing (Part 2) - Caroline Taylor, Former CMO, IBM Global MarketsCarrying on from Part 1, this episode jumps straight into the tactical side, where Caroline shares her views on the opportunities around digital, making the point that, “listening for a business is such a wealth of value which can be done in an automated way, and is the way forward to be commercially successful.”
Moving on to metrics and measures an area with many questions but not enough answers yet, we talked about how we have to go beyond the corporate metrics of revenue and profit. Whilst these are still important metrics, the need to broaden out what we m...2023-10-0527 minCan Marketing Save the Planet?Episode 65: – Building the business case for Sustainable Marketing (Part 1) - Caroline Taylor, Former CMO, IBM Global Markets“There are four questions every business needs good answers to. Why would anyone want to buy from us? Why would anyone want to work for us? Why would anyone want to invest in us? Why would anyone allow us to operate in their community, society?”
It’s another two-parter and in this episode (Part 1), we dive into the role of CMOs and leaders when it comes to the sustainability agenda. We were joined by Caroline Taylor OBE, former CMO for IBMs international business and a huge advocate for ‘adding value in many other places in the world.’
Alre...2023-09-2135 minCan Marketing Save the Planet?Episode 64: – Being sustainable - A re-commerce revolution and personal journey rethinking consumption - with Simon Garnett“Being sustainable is a story of assumed negatives, but it’s actually a story of discovered positives.”
We were joined in this episode by Simon Garnett who has been on a personal journey with consumption, one which he started when he realised his own habits were unhealthy, a journey he continues and has taken into his professional life as well.
Simon shares with us the moment he decided to reappraise his consumption with ‘new’ and how after a year it moved to him reappraising his consumption overall. Simon explains, whenever he tells anyone his story he gets as...2023-09-0745 minCan Marketing Save the Planet?Episode 63: – Gen Z - The Largest Generation in History… Conscious and concerned about the planet!“Through marketing campaigns we can bring sustainability and growing smaller more sustainable brands to the front and drive capital away from big brands.”
Where better to get the viewpoints from Gen Z about climate concerns and consumption habits than directly from a Gen Z’er. On this podcast were joined by Estella Struck, Founder and CEO of the first Gen Z Sustainable Product Marketing Agency based in New York. Estella found herself on the right side of TikTok during the lockdowns of 2020 and it was from here that her passion for sustainability was ignited.
Coming out of...2023-08-2433 minCan Marketing Save the Planet?Episode 62: – The Green Guides - Tackling the social and environmental challenges we face - with Laura Brett, VP, BBB National Programs’ National Advertising Division, NY.“Building a culture of trust around green claims is the most important thing marketers, business and brands should be doing, using advertising self- regulation as a tool, making sure everyone is upholding those standards.”
As regulations and guidelines in and around sustainability continue to evolve, tighten up and support a better future around managing both what we do AND say, we spoke to Laura Brett whose remit is to lead the US system of advertising self-regulation looking at advertising claims to make sure what is being said is the truth, (like the Advertising Standards Agency – ASA, in the UK...2023-08-1031 minCan Marketing Save the Planet?Episode 61: – Offsetting? A contribution mindset vs. a compensation mindset - The important shift we all need to make. Gavin Sheppard and Rob Cheesewright, Pinwheel.How do you get a return on your investment for your business, AND at the same time deliver a return on investment for the planet, ensuring everyone benefits?
In this episode we’re joined by Gavin Sheppard and Rob Cheesewright from Pinwheel, an organisation focused on projects that remove carbon from the atmosphere, restore habitats and protect biodiversity - to discuss that very question.
Given there’s a lot of terminology that can become quite confusing, we kick things off with some jargon busting diving into offsetting, carbon capture and, carbon removal. Offsetting has been the...2023-07-2743 minCan Marketing Save the Planet?Episode 60: – Collaboration, Community and Citizenship - How Wales is inspiring global Future Generation Goals
“If you ever think you are too small to influence change on a global scale, just look at what Wales are doing.”
We were intrigued and excited to have the opportunity to chat with Sophie Howe, the first and only (for a period of time) ‘Future Generations Commissioner’ in the world!
Sophie was appointed Future Generations Commissioner for Wales in 2016. Wales has committed to 7 long-term wellbeing goals for future generations. This is all about a long term vision, preventing future problems, working collaboratively and involving citizens, (and importantly, it’s a legal obligation - rather than a ple...2023-07-1442 minCan Marketing Save the Planet?Episode 59: – Marketing - a people powered movement for change - Jackie Marshall, The Fairtrade Foundation
The challenge for the marketing team is, “needing to take what are serious and complex issues and convey them in a format that is easily understandable.”
Want to know how marketing can drive a “people powered movement for change?” THIS is the episode you don’t want to miss.
We jumped at the opportunity to talk to Jackie Marshall at Fairtrade an organisation with market leading levels of audience recall, awareness and engagement. One of the most trusted and recognised ethical labels out there today across a multitude of products we see as we do our weekly...2023-06-2937 minCan Marketing Save the Planet?Episode 58: – ‘The Practicalities of Transitioning to Net Zero, talking Carbon Budgets, and Carbon Literacy’ with Simon Dawes, The Environment Agency.“Climate change isn’t a game that anybody wins – we either all win or we all lose and I’d much rather we all win”.
Where to start with an overview of this insightful, practical and hugely inspiring conversation. Simon Dawes, environmental professional for over 20 years and working in the field of sustainability for the last 13 years, is generous in sharing with us the practicalities of how a public sector organisation is transitioning to Net Zero - and inspiring, supporting and sharing knowledge and best practice with others along the way.
We discuss the commitment to net zer...2023-06-1641 minCan Marketing Save the Planet?Episode 57: – “Make your money matter… a powerful action we can, and should, be taking. Holly McElhone, Make My Money Matter
Less than 10% of the FTSE100 mention sustainable pensions in their sustainable strategies.
We have been supporting and following the work Make My Money Matter do for quite some time now, so we were thrilled to be joined by Holly McElhone to delve a little deeper into the trillions of pounds that are circulating everyday across investments and pensions and to learn more about what business and indeed individuals can do to drive positive change.
Switching to sustainable pension providers can have a massive impact on transitioning to a more sustainable future, but as Holly explains, ‘one of bigg...2023-06-0136 minCan Marketing Save the Planet?Episode 56: – “Where does this fit into our sustainability strategy?” – The question all marketers need to be asking. Sam Taylor, The Good Factory“Consistency of message is what builds trust and we’re going to need that come 2028 when we realise how badly we failed.”
Sam Taylor, grew up on the factory floor (literally). From her lived experience and passion, she has gone on to become founder of The Good Factory an organisation involved in everything from consulting, sourcing and development and lifecycle assessments in the sportswear industry. Sam talks about how whilst studying, she was told after delivering her final project that, she “didn’t understand the clothing industry”, - in reality, she was way ahead of everyone else and could se...2023-05-1946 minCan Marketing Save the Planet?Episode 55: – The journey of a sustainable creative agency, from the inside out! with Rob Minto, The OnliiA sustainable creative agency on a journey to make positive change, we caught up with Rob Minto, managing director of The Onlii. Rob talks about his own journey into sustainability, how he was inspired by the B Corp movement and why he set up the Onlii.
Aligned to the UN Sustainable Development Goals, Rob discusses how these really helped to embed the environment and the bigger picture into the business strategy, he explains, “as part of the collective we went through a process of selecting some of the UN SDGS that we as a business would proactively ta...2023-05-0931 minCan Marketing Save the Planet?Episode 54: – As Citizens we really have a much bigger (and more important) role to play in the world! with Jon Alexander
“How can organisations treat people as citizens, not just as consumers? How can organisations invite people into their agency and creativity to shape the world and not just sell them stuff?”
When Jon Alexander, author of the brilliant book ‘Citizens’ joined us on Can Marketing Save the Planet, we got straight into those questions! The subject story, the consumer story (where we are right now), and the citizen story, (the place we need to get to). Jon explained how we are currently trying to solve such disconnect from within the consumer story - “you just can’t solve an inequality cri...2023-04-2050 minCan Marketing Save the Planet?Episode 53: – Marketing - A Critical Changemaker - with Andy Last, Executive Partner, Purpose and Sustainability, MullenLowe
“It doesn’t always come in through the marketing door, but marketing is where the greatest change can be driven.”
In this episode of, Can Marketing Save the Planet we spoke to Andy Last, Executive Partner, Purpose and Sustainability from MullenLowe, an end-to-end communications and creative services agency. Part of the MullenLow Group, who believe, ‘purpose is nothing without progress’, and we couldn’t agree more. We are in the definitive decade and progress at scale and pace is needed now more than ever.
We naturally discussed purpose, as sustainability continues to rise up the agenda and how purpose is m...2023-04-0641 minCan Marketing Save the Planet?Episode 52: Marketing, Mindset Shifts and the Pursuit of a Purpose Upgrade, with Paul Skinner (Part 2)“ The world doesn’t need what we do at the moment, we can’t continue the way we are. We need to adapt and look at long term need and deliver valuable solutions.”
Aligned with the latest IPCC report, the message is clear on so many levels that we can’t keep doing what we do and making minor tweaks - transformational and urgent action is what’s required, and that’s going to require a collaborative approach.
Timely indeed for Part 2 of our conversation with Paul Skinner, Author, Founder of MarketingKind and Agency of the Future, pr...2023-03-2330 minCan Marketing Save the Planet?Episode 52: Marketing, mindset shifts and the pursuit of a purpose upgrade, with Paul Skinner“ We need to route purpose in solving important solutions, developing meaningful solutions and reaching inclusive worthwhile outcomes that mobilise everyone we need in pursuit of that purpose.”
Our interview with Paul Skinner, Author, Founder of MarketingKind and Agency of the Future, is just soooo good, we’re doing it twice! In Part 1, Paul introduces the work he’s doing - and we dive into his latest book, ‘The Purpose Upgrade - Change your business to save the world, Change the world to save your business’.
Paul shares so much wisdom, we talk about how the nature of th...2023-03-0830 minCan Marketing Save the Planet?Episode 51: Green Claims - The Challenge of Sustainable Consumption with Oliver Bealby-Wright, Consumers International“Marketers need to get into the nitty gritty and learn about lifecyle assessments and how they are used, their limitations and their advantages, it might seem boring - but it’s really, really important.”
In this episode, we’re joined by Oliver-Bealby-Wright, Lead, Consumers in the Energy System who formerly led Consumers International’s GreenCommerce project in 2022 on improving consumer sustainability information. Consumers International is a membership body with over 200 members across 100 countries, dedicated to defending the rights of consumers.
Oliver shares their whole systems approach, working across critical areas - considering labelling, data, the informatio...2023-02-2442 minCan Marketing Save the Planet?Episode 50: Integrating ESG why it’s not a reporting challenge but a strategic challenge - with Professor Ioannis Ioannou“The best companies look at their ESG disclosures as a type of social contract to tell the world, why they are here, what they are trying to achieve as a business, why the world is arguably a better place because they are here. ESG disclosure is an opportunity for an organisation to show how it is creating value - financial value and non-financial value.”
It was an absolute privilege to have some time talking all things ESG with Professor Ioannis Ioannou from London Business School. Ioannis through his work and research is a leading academic, consultant and lead...2023-02-0245 minCan Marketing Save the Planet?Episode 49: Purpose Disruptors - What agencies can do when agencies have agency
“Incremental change isn’t going to work. It's time to move now from shallow small change to systemic change at speed.”
What a way to kick off conversations with marketing pros for 2023 with not one, but three courageous pacesetters leading the way and shaking things up and shining a light on the necessary change required in the advertising industry.
Lisa Merrick Lawless, Rob McFaul and Jonathan Wise, Co-Founders of Purpose Disruptors, an organisation and movement challenging the ad industry to move towards being in service of a thriving future for all.
Diving into latest...2023-01-1944 minCan Marketing Save the Planet?Episode 48: Can Marketing Save the Planet? The Story So Far…“Sustainability is making marketing exciting again…”
Gemma and I are used to asking the questions on our Can Marketing Save the Planet podcast - but in this episode, we were interviewed for a live ‘MarketingKind Digital Fireside’ session hosted by Caroline Taylor, sustainable marketing trailblazer and former CMO at IBM - together with the wonderful founders of Marketing Kind and a great bunch of marketers.
For those of you that don’t know about MarketingKind… it’s a community of business leaders, marketers and change-makers who come together to make marketing mean more.
You’ll hear us t...2023-01-0648 minCan Marketing Save the Planet?Episode 47: ‘Start Measuring your Marketing Carbon Impact Now’ with Jo Young, Managing Director at Unifida
“If you double your marketing budget, you don’t necessarily get double the sales because of diminishing returns, but when it comes to carbon emissions, doubling your budget, may not just double but quadruple your CO2 emissions. As marketers we need to understand the impact of our plans and activities and consider a new set of priorities and KPIs.”
And we couldn’t agree more…
As you’ll hear in this podcast interview with Jo Young, Managing Director at Unifida, Gemma and I were keen to find out more about how their data and carbon counter is helping market...2022-12-1929 minCan Marketing Save the Planet?Episode 46: ‘Speak Up Now - Marketing in times of climate crisis’ - creating credible Storylines with Author and Strategist - Wim Vermeulen
Do you ask yourself as a marketer, “with all the decisions I took today, did I accelerate the transition to net zero, or slow it down? If the conclusion at the end of the day is that you slowed it down - well you really don’t want to be there. Accelerating the transition is where marketers need to be.”
Wim advises that all marketers should ‘put the planet in the room’ - literally. Tune in to the third question we ask all guests in our round up - as to how this action changes everything.
It’s a fa...2022-11-2833 minCan Marketing Save the Planet?Episode 45: Food Waste and The Sharing Economy - Driving Systemic Behaviour Change with Tessa Clarke, Co Founder and CEO - Olio
“Marketers have the largest job of the lives ahead of them. They have got to drive systemic behaviour change and move us collectively from this linear extractive wasteful, entirely unsustainable model of consumption, that our whole economy and economics is currently based on, and move people over to the sustainable circular economy.”
Summarising the conversation we had with Tessa is a bit of a challenge, simply because in such a short space of time, we covered sooooo much.
Food waste is one of the largest problems facing humanity today – the statistics are startling. Globally a third...2022-11-1030 minCan Marketing Save the Planet?Episode 44: How Marketers Can Tell a True Story about Climate Change with Seth Godin“How are we (marketers) going to tell a true story about climate and our impact on the climate, so that we can change the systems in our lives, so that we tread more resiliently on the earth, and are more proud of what we are doing, and as a byproduct, build better communities with more equity and fairness?"
A question we explore in-depth with the marketing legend, Seth Godin.
It was an absolute pleasure talking to Seth, who really needs no introduction - entrepreneur, writer and one of the world's most famous bloggers and thinkers an...2022-10-2730 minCan Marketing Save the Planet?No Awards on a Dead Planet - Marketing Activism - Gustav Martner, Head of Creative, Greenpeace Nordics
“Advertising can be important as it can make new ideas win and kick out old ideas – but campaigns aren’t trying to kick anything out – they’re just saying, you can have us as well. Where are the train campaigns that are aggressively going after the airliners, where are the co-owned car services that are aggressively going after the SUVs?”
Needless to say, we loved this conversation. We hear how the ‘do it yourself’ punk ethos led Gustav from founding a punk band to a successful award winning digital advertising agency with offices in Stockholm, Gothenberg and San Francisco.
Gustav tells...2022-10-1347 minCan Marketing Save the Planet?Episode 42: Sustainable Investments - Changing the narrative with Zach Stein, The Carbon Collective“The fossil fuel industry is an industry in decline - being outcompeted by better technologies. The narrative we’re fighting against is that solving climate change is a sacrifice. We cannot afford not to have the best marketers around the world world focused on exactly this.”
A truly informative episode where we talk with Zach Stein, Co Founder of The Carbon Collective about the realities of sustainable investment - from a personal perspective.
Zach shares so many insights, backed up with real-world examples. What’s clear is that aligned with changing behaviour, we need to change t...2022-09-2934 minCan Marketing Save the Planet?Episode 41: Brainprint - The biggest impact of the industry of influence, Solitaire Townsend - Futerra“As an industry we can go from seriously being part of the problem to leading the solution. We’re the final piece of the machine slotting into the climate movement, speeding up solutions. But we cannot be doing that whilst we’re also serving the destruction. We can’t do both. And that tension is growing every day.”
When we heard Solitaire’s Ted Talk, ‘Are ad agencies, PR firms and lobbyists destroying the climate?’ (which has almost 1.8million views), we were keen to pick her brains and share her wisdom.
Co-founder and Chief Solutionist at Futerra, (a t...2022-09-1644 minCan Marketing Save the Planet?Episode 40: Eco-Anxiety - The Courage to Stare Down the Truth, See the Good and Make it Grow - with Rob Harrison-Plastow“Everything is completely interconnected - we’re not separate from nature, we are nature.”
It’s fair to say that Gemma and I were on a bit of a downer on the day we interviewed Rob Harrison-Plastow - Co-Founder of Time Agency, writer, and author of work in progress and soon to be published, ‘How to Be Happy at the End of the World.’ As you’ll hear, by the end of our conversation with Rob, whilst we discussed some of the pretty harsh realities of climate change, the challenges of the social constructs we’ve been born into, the p...2022-09-0141 minCan Marketing Save the Planet?Episode 39: The story and impact of an unusual chocolate bar - Ben Greensmith, UK, Lord Chocolonely III“If people are aware… they can make a conscious choice.”
When enjoying a delicious chocolate treat, like most, it’s unlikely you’ve pondered where the cocoa comes from, whether farmers have been paid fairly, or whether production is fuelled by child labour and modern slavery. The reality is that 1.6M children are working illegally on chocolate farms in Africa - and a minimum of 30,000 are kept as modern slaves. Sobering statistics that broadly haven’t changed that much over decades, and even centuries.
The good news is, Tony’s Chocolonely exists to change this.
In this p...2022-08-1835 minCan Marketing Save the Planet?Episode 38: Navigating the Sustainable Marketing Compass - a dedicated Strategic Framework - Paul Randle & Alexis Eyre“If you didn’t have a marketing budget but you still had the same KPIs what would you do?”
Great question… and one we explore further with founders of the Sustainable Marketing Compass, Alexis Eyre and Paul Randle.
We learn how the question… ‘Daddy is your job good for the environment?’ - led Paul to join the 8 week Cambridge Institute for Sustainability Leadership course, where he met fellow marketer, Alexis Eyre. Determined to be part of the solution, rather than the problem, they recognised that marketing has a lot to add when it comes to behaviour chang...2022-08-0437 minCan Marketing Save the Planet?Episode 37: Using the wisdom of the crowd to build a sustainability confidence score - with Adam Williams, Founder - Wherefrom“If we chase perfection… we’ll lose.”
Amongst the 455 (and some) eco labels and sparkling greenwash, how’s a person to figure out which products and brands they can truly have confidence in when wanting to make more sustainable and ethical choices in their shopping trolleys? What can we trust? What can we understand?
When rushing round the supermarket aisles are we realistically going to scan QR codes and visit websites for the latest carbon calculations? Unlikely…
In this podcast we find out more about the innovative tech start-up ‘Wherefrom’ - where Adam Williams, Founder...2022-07-1438 minCan Marketing Save the Planet?Episode 36: Sustainable Media - Investing in content and channels that support greener, healthier, fairer education and behaviour.Advertising and marketing has an important role to play in doing good in the world.’ Agree?
Well we certainly do – and in this episode, Guy Jones and Ollie - co-founders of The Goodnet, a sustainable media organisation, share their story, of how a pre-Christmas zoom drink sparked them moving away from their roles at one of the largest UK media organisations. Following their passion and values led the way to them championing sustainable media - making video ads / display ads / branded content partnerships available to advertisers across a network of sites that all operate in the sustainability space...2022-06-3036 minCan Marketing Save the Planet?Episode 35: FMCG - How sustainability starts with us, the shopper - Helen Hepworth, Director - Collective Stories“The fastest accelerator in FMCG is the shopper… “
We loved this conversation with Helen Hepworth, Director of Collective Stories – a - Category Management and Shopper Insight Consultancy
Helen’s been an FMCG expert for many years, working with a number of retailers, with a passion for product and category management. In this conversation we discuss the role shoppers and retailers play in driving positive impact when it comes to sustainability – and of course, the role marketing plays.
There’s so much packed into this 30 minute interview, we talk about shopping habits, consumption journeys and behaviour - ho...2022-06-1632 minCan Marketing Save the Planet?Episode 34: Know your number - How to calculate your carbon impact - and drive change personally and professionally - Richard Campbell, Marketing Director, Giki.“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 Z...2022-06-0230 minCan Marketing Save the Planet?Episode 33: Practical Steps to Building a Regenerative Business - Russ Avery, Avery & Brown“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...2022-05-1935 minCan Marketing Save the Planet?Episode 32: Carbon Literacy - The Value of Climate Action, with Phil Korbel, Co-Founder Carbon Literacy Project“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 resear...2022-05-0532 minCan Marketing Save the Planet?Episode 31: Circular Computing - Because IT shouldn’t cost the earth - with Head of Sustainability, Steve Haskew“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 work...2022-04-2137 minCan Marketing Save the Planet?Episode 30: Recycling made simple - with Dan Marek, Co Founder of climate tech start-up Scrapp“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 hier...2022-04-0738 minCan Marketing Save the Planet?Episode 29: Fighting Food Waste with Too Good to Go - Co-Founder Jamie Crummie“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 soci...2022-03-2532 minCan Marketing Save the Planet?Inside the Green Claims Code with Cecilia Parker Aranha, Director, CMA (Competitions and Markets Authority)“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...2022-03-1030 minCan 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 bu...2022-02-2139 minCan Marketing Save the Planet?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 b...2022-02-0726 minCan Marketing Save the Planet?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 Ca...2022-01-2030 minCan 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 - provid...2022-01-0628 minCan Marketing Save the Planet?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...2021-12-2336 minCan Marketing Save the Planet?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...2021-12-0933 minCan Marketing Save the Planet?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...2021-11-2539 minCan Marketing Save the Planet?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 cour...2021-11-1137 minCan Marketing Save the Planet?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 initia...2021-10-2831 minCan Marketing Save the Planet?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) com...2021-10-1434 minCan Marketing Save the Planet?Episode 17: Sustainability and the Sports Events Industry with Giles Stanford, Director of Global Events at CSM LiveIn 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...2021-09-3031 minCan Marketing Save the Planet?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 f...2021-09-2038 minCan Marketing Save the Planet?Episode 15: Achieving Sustainable Business with Philip Kotler, Author, Professor - Father of Modern MarketingWhen 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...2021-09-0234 minCan Marketing Save the Planet?Episode 14: Rethinking Consumerism with the Circular Economy - Catherine Weetman - Author and Founder of ReThink GlobalCatherine 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...2021-08-1935 minCan Marketing Save the Planet?Episode 13: Can the Luxury Sector be Ethical and Sustainable? Kresse Wesling - Co-founder of Luxury and Sustainable Brand, Elvis & KresseKresse 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 tal...2021-08-0834 minCan Marketing Save the Planet?Climate Crisis - Challenge and opportunity. Sustainability - a true disrupter of business - Mike BarryThere’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 brin...2021-07-2220 minCan Marketing Save the Planet?Corporate Social Responsibility is Not Public Relations - Sangeeta WaldronHaving 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 an...2021-07-0829 minCan Marketing Save the Planet?Meaningful Brand and Purpose, Paul Frampton, International President, Control -v- ExposedWe 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 def...2021-06-2432 minCan Marketing Save the Planet?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...2021-06-1024 min