Can Marketing Save the Planet‪?‬ canmarketingsavetheplanet

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 with Amanda Horn, a brand marketer who fell in love with water and found a deep connection, which as she shares in this episode, changed so many areas of her life personally and, professionally when she turned her passion into a circular business looking to solve problems in the beauty industry, with water at the heart.
Amanda is a strong advocate for protecting water, raising awareness of the challenges and opportunities and as she says, ‘rebranding big blue’.
Water conservation – Ocean conservation – plastic solutions -  waste - water consumption – they are all connected and we have to take responsibility for them, and more importantly understand the challenges and how our behaviors and choices either speed up progress, or slow it down.
When Amanda began her journey to build a responsible brand, she didn’t realise how epic it would be at every single stage. She shares her learnings from the resources needed, commercial understanding, packaging needs, materials sourcing, collaboration and co-creation and what happens at the end of life of her product to make it truly circular.
Join us on this episode as we talk to Amanda about:

The power of connecting with water and the parallels between humans and the ocean.


The importance of ocean literacy in meeting the global goal of protecting 30% of the world’s ocean by 2030.


The need to protect water at all costs through increasing our knowledge and conversations around what it is the most important resource we have.


The “10 Challenges of the Decade”.


How Marketers can make connections through story and emotion as Amanda puts it – “Rebranding the big blue”.


Evolving her passion into a circular business – and how understanding every stage of the product lifecycle is critical to not only the product but the story.

And here’s a rallying call to action for you, our listener to get involved:
World Ocean Day  https://worldoceanday.org/about/ in the lead up to World Ocean Day, explore and see what you can do. Amanda also shares her tips!
 World Ocean Week  https://oceanweekcan.ca/ if you’re in Canada, then you have Ocean Week, which is a public celebration of the ocean from coast to coast.
Wherever you are, even if you are nowhere near a body of water, it is connected to your life, so commit to understanding a bit more, raising your awareness and taking steps to be part of the solution.
For more information about Amanda Horn and Ocean Literacy, click this link.
Enjoy…
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You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

We’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 understand needs and desires, tune in to what people want and then talk to them about how our products and services benefit them, meeting those needs and desires and helping them to feel a particular way to purchase or engage. But, as we’ve talked about many times on our podcast series, we need to rethink the role of marketing, we need to evolve our stories, drive awareness, educate, shape new behaviours and get people to care enough to want to make different choices, or change behaviours. There is SO much for Marketers to take away from this conversation with Patrick - from frameworks, steps and examples to connecting the dots. It’s a must listen. Tune in as we talk to Patrick about:

The nuances of language and how they are ordered


Nudge theory and Cialdini's 6 Principles of Influence


Types of nudges - the most used and the most powerful


What we can do as communicators to change behaviours through choice architecture


Fear messaging


Creating campaigns which cut through the noise


Finding out about brain’s ‘memory bouncer’

For more information about Patrick Fagan, the books he’s written, and the work he does - you can follow him on LinkedIn or visit https://www.patrickfagan.co.uk/
Enjoy…
________________________________________________________________________________
You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

Honing 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 gauge whether they want to engage.
With information being more accessible, people are more vocal, and therefore, it is no longer enough for organisations to simply broadcast messages that stakeholders take at face value, without question.
Beth speaks about the rise of data and sentiment monitoring to understand if your brand is doing well beyond the campaigns and how looking at the full health of your organisation is now a critical part the sustainability journey.
We discuss the challenges faced by large corporations who have teams dedicated to ESG and sustainability and Beth shares some insightful ‘hacks’ for SMEs who perhaps don’t have the resources, but need to start or accelerate their journeys.
Beth’s commitment to making a positive impact is unwavering – and with her wealth of experience, we could have picked Beth’s brains for hours – so many insights and examples.
Tune in to hear Beth talk about:

How we raise the profile of the S in ESG?


The acceleration of the social impact conversation and the opportunities that align with that social side.


How we advance the conversations and narrative both internally and externally.


The importance of understanding the materiality assessment of an organisation and the social impact indicators within that.


How as a Marketer you should be helping your organisation plan how you're going to proactively engage with key stakeholders on the ‘Social’ topics.


The challenges being faced by SMEs and the ‘hacks’ to navigate them.


The role of Social Marketing (not to be confused with social media marketing) in educating, driving awareness and changing behaviours.

For more information about Beth Knight - you can visit her site.
Enjoy…
________________________________________________________________________________
You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“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 changes to their behaviours, and not just by purchasing ‘green’ products. Sandy shares example after example of the significant shifts that are happening with consumer appetite and behaviour - shifts which are some of the biggest indicators yet that things are starting to change, and quickly.
Tune in and listen as Sandy shares many fascinating insights from the data and research and, her vast knowledge and decades of experience in this space. You’ll learn:

What the pressure points are in driving new mindsets.


What Marketers need to do and why a focus on culture change is critical.


Why one of the most important roles of business is to change societal behaviours and how communication is the most powerful way of doing this.


Why communication has to be intentional.


What is holding brands back.


What some of the biggest challenges facing marketers are.

For more information about Sandy Skees - you can visit her site.
To view the research The Gap Between Say and Do - see here.
Enjoy…
________________________________________________________________________________
You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“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 momentum behind sustainable toilet rolls and tissues both within B2B and B2C, bamboo vs. recycled paper and the challenges and opportunities that he is currently seeing. We discuss Chris’s upcoming book exploring social impact and how it’s becoming more fundamental than ever for organisations, the rise of impact investing and how doing good is becoming a competitive advantage. Chris talks about the journey writing his book took him on as he spoke to multiple change brands working towards securing a more sustainable future. Chris shares so many examples, this episode will leave your minds brimming with ideas and inspiration.
Join us as we talk to Chris about:

Social marketing and behavioural science and why they’re at the forefront of driving commercial and social good.


The challenges of changing behaviours and the approaches you can take.


How little changes add up and can open the door to bigger lifestyle changes.


When it comes to change, the need to look at what you are doing through the lens of opportunity – and framing them as such, as opposed to a threat.


The intriguing concept of disrupting from within.


The need to put the right metrics behind innovation to avoid setting it up to fail from the get go.


The rise of impact investing and how it can scale the good.

For more information about Serious Tissues https://serioustissues.com/
And to tune in to hear Chris talking about the latest Which report about ‘loo roll’, provenance and greenwashing tune in here. (You can connect with him on LinkedIn there too!).
Enjoy…
________________________________________________________________________________
You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

Did 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 humans, but what about our beloved pets?
We invited Alessandro Di Trapani from Grub Club onto the Can Marketing Save the Planet podcast to dive into this very subject and find out more about their insect based pet food products, the benefits to pets (and the planet) and, the important role marketing plays in the narrative and behaviour change around insect based food.
We learnt so much in this episode so tune in to hear about:

The only real way to drive sustainable change is to change where people spend their money. And, how we need to provide people with the options to drive change.


Why having a vision and a belief in what you do can allow you to shake up an industry.


Marginal and incremental steps to being more sustainable is so important and can drive real progress.


How Grub Club has approached changing the narrative and telling their story which is key to overcoming some of the challenges both in terms of educating people, and changing mindsets which then leads to behaviour change.


The importance of staying close to your customer - how to drive loyalty when building a community through wrapping a service around your products.


Addressing the challenges of transparency, price points and education.


Why creativity is so important in telling your story and how Grub Club try new ways and, channels. 

For more information about Grub Club visit https://mygrubclub.com/
And connect with Alessandro via LinkedIn here.
________________________________________________________________________________
You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.