Marketing as a force of good
SustainAbility School #102
Sustainable marketing goes beyond simple communication and avoiding greenwashing. It means recognizing the role that the marketing industry currently plays in the sustainability challenges we face and finding new solutions to transform it into a force for good.
The marketing industry mirrors the traditional economic model we’ve had until now.
While marketing has traditionally been seen as a "machine" for profit growth, perfectly aligned with the traditional economic model, this is no longer feasible in a world and economy with finite resources.
Marketing must evolve and align with the new economic model—a sustainable, transparent, responsible, equitable, regenerative model that generates profit while fostering social well-being.
Additionally, the industry’s unique advantage and responsibility lie in its ability to influence people and consumption habits. It is essential for this industry to transition from complicity in the sustainability crisis to mobilizing clients and consumers to adopt sustainable practices.
Today, sustainable marketing is no longer an option. Sustainability has become a necessity for the future, and professionals in the field must be equipped to offer this service to their clients and consumers.
Guided by two marketing experts and sustainability advocates, this interactive session will explore real case studies, the latest techniques in the field, and practical insights to help you understand how your brand can thrive in the Net Zero era. Whether you’re a marketing professional or a sustainability enthusiast, this webinar will equip you with the tools and knowledge necessary to contribute to the green revolution.
The marketing industry mirrors the traditional economic model we’ve had until now.
While marketing has traditionally been seen as a "machine" for profit growth, perfectly aligned with the traditional economic model, this is no longer feasible in a world and economy with finite resources.
Marketing must evolve and align with the new economic model—a sustainable, transparent, responsible, equitable, regenerative model that generates profit while fostering social well-being.
Additionally, the industry’s unique advantage and responsibility lie in its ability to influence people and consumption habits. It is essential for this industry to transition from complicity in the sustainability crisis to mobilizing clients and consumers to adopt sustainable practices.
Today, sustainable marketing is no longer an option. Sustainability has become a necessity for the future, and professionals in the field must be equipped to offer this service to their clients and consumers.
Guided by two marketing experts and sustainability advocates, this interactive session will explore real case studies, the latest techniques in the field, and practical insights to help you understand how your brand can thrive in the Net Zero era. Whether you’re a marketing professional or a sustainability enthusiast, this webinar will equip you with the tools and knowledge necessary to contribute to the green revolution.
By attending this webinar, you will learn about:
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Role of Marketing in Sustainability: Traditional marketing can worsen environmental and social issues, including greenwashing and misleading messaging;
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Marketing Missteps: Poor sustainability marketing leads to greenwashing and brand confusion; Marketing is often seen only as communication, ignoring its potential to drive positive consumer behavior;
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Rethinking Marketing: Marketing must embed sustainability in all aspects, from product design to pricing, and focus on its influence on consumer behavior;
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New Marketing Priorities: Product: Avoid planned obsolescence and reduce e-waste, Place:Reduce emissions from logistics, Price: Eliminate biases like gender-based price differences, Promotion: Move away from inadequate messaging and address advertising biases;
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Tools for Sustainable Change: Use frameworks aligned with UN SDGs to guide responsible marketing and drive behavior change through education and compliance;
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Actions for Sustainable Marketing: comply with sustainability standards, assess operational impacts for sustainability, shift competitiveness and consumer behaviors toward sustainable practices;
About the guest speakers
Alexis Eyre is the Co-Founder of The Sustainable Marketing Compass and author of Sustainable Marketing – The Industry’s Role in a Sustainable Future. She is the founder of Green Eyre and co-founder of Sustaineers Consultants.
Over the past two decades, Alexis has worked across all three marketing roles: agency, as managing partner of a media firm, and client-side, ranging from startups to multinational companies, including NatWest, Sunsail, News UK, EcoSki, and Hewlett Packard. She has spoken at various conferences, including the Sports Leaders Summit and the Business Green Net Zero Festival, on sustainable marketing. She also serves on the advisory board of the Sustainable Marketing course at CISL.
Over the past two decades, Alexis has worked across all three marketing roles: agency, as managing partner of a media firm, and client-side, ranging from startups to multinational companies, including NatWest, Sunsail, News UK, EcoSki, and Hewlett Packard. She has spoken at various conferences, including the Sports Leaders Summit and the Business Green Net Zero Festival, on sustainable marketing. She also serves on the advisory board of the Sustainable Marketing course at CISL.
Paul Randle is the co-founder of The Sustainable Marketing Compass and co-author of Sustainable Marketing – The Industry’s Role in a Sustainable Future. He is the CEO of Pickle Consulting Ltd and a lecturer at the Cambridge University Institute for Sustainability Leadership (CISL).
With over 30 years of marketing experience with international organizations such as Microsoft, Philips, AkzoNobel, VISA, Dentsu, and Omnicom, Paul’s mission is to transform marketing from a driver of overconsumption into a regenerative force for good.
With over 30 years of marketing experience with international organizations such as Microsoft, Philips, AkzoNobel, VISA, Dentsu, and Omnicom, Paul’s mission is to transform marketing from a driver of overconsumption into a regenerative force for good.
Devino membru
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Dacă angajatorul tău nu s-a implicat încă, dar vrei să participi la edițiile viitoare și să ai acces la edițiile trecute, cere decidenților din organizația ta să devină membru.