Can Marketing Save The Planet?: 101 Practical Ways To Use Sustainable Marketing As A Force For Good 1st Edition Michelle Carvill; Gemma Butler - Solutions

Unlock the potential of sustainable marketing with our comprehensive collection of resources for "Can Marketing Save The Planet?: 101 Practical Ways To Use Sustainable Marketing As A Force For Good" by Michelle Carvill and Gemma Butler. Access online answers key and solutions to delve deeper into the textbook's concepts. Explore the solution manual and solutions PDF for solved problems and step-by-step answers. Our questions and answers section, along with the instructor manual, provides insights into each chapter. Enhance your learning with the test bank and chapter solutions, available for free download. Achieve mastery of sustainable marketing with these essential tools.

Use the Three Horizons Framework for a new approach (see Useful resources to explore).
Have a discussion with your peers and consider which of the points above your organization might be doing (probably without realizing). It doesn’t need to be a contentious conversation; it just might allow for a different approach and perspective.
Stop and think about yourself and what you do. Do you feel like you are flogging a dead horse on a daily basis as part of your role? What parts of your role make a positive difference and what parts could you make steps towards changing?
Complete the Well-Being Wheel – track your score, then make changes and see how you progress. Or explore other tools/apps that do the same. Either way, stay conscious that you matter – and that taking care of yourself is an important and worthwhile endeavour.
Review the resources on The Preventative Healthcare Service website – choose a few actions and see what happens. It’s incredible how just increasing your water intake makes a difference on how you feel and how you move.
Assess where you are with regard to your own well-being. Are you doing enough to take care of yourself ? What more could you be doing?
Explore how you can measure what really matters – considering the wider well-being and meaningful metrics landscape. Discuss with team members, strive for KPIs and accountability in these important and increasingly urgent areas.
Ask your peers what makes them happy and see if there are common themes. Test and learn ways internally to set activities around people and community and how to measure the outcomes. Then apply this externally.
Revisit the UN SDGs and Chapters 2 and 36, and see where your organization can make a difference, then focus in on the sub-targets and consider how they are connected to well-being for all.
Calculate your own impact. Understand the actions you can take and then get together with friends, family and get them to do the same. After all, we’re in this together –planning, getting creative and supportive can be fun and drive a sense of community.
Run the analysis of your own marketing activity. Review tools, speak to peers, figure out how others are doing this. Perhaps create a cross-function working group to keep each other on track and share ideas.
Explore where your organization is with regard to their calculations. Are they cascaded through the business and aligned with KPIs? Do your marketing KPIs align? If not, start a conversation to get them on the radar.
Get team members together to discuss the climate and nature crisis. Share the articles in Useful resources to explore, and lead a discussion about biodiversity and nature and what the organization and individuals can be doing to make a difference. Challenge accountability in this important area and
Explore opportunities for investing in biodiversity projects that support carbon removal. Review schemes via the pinwheel.earth website.
If your organization is offsetting carbon, which schemes are they involved in? Are they credible? Ask the question. Check how authentic the schemes are.
Find out what other Marketers are doing with regard to carbon budgets. Ask around, and perhaps join together to discuss what a standard framework could look like. This is something we’re going to be bringing Marketers together to discuss at our COM1(Conference of the Marketers) events, so stay
Listen in to the podcast with Jo Young at UniFida – and check out the study she shared with us in Useful resources to explore.
If your organization has decarbonization targets, seek out what that means for you.Speak to those leading the decarbonization. Ask if you need to align your activities to ensure you don’t blow the budget.
Take a look at the infographic[3] (see Useful resources to explore) and place a sustainable lens over it. Instead of asking: How do emotional triggers get people to buy?, ask: How do emotional triggers get people to act? Look at the language you use – does it need to change in line with a new set
Look at what your competitors, social impact companies and charities measure – how do they differ (if at all)?
What do you currently measure? Make a list of your KPIs and why you measure against them. Are they aligned to sustainability, and do they help or hinder it?
Write down: With all the decisions I took today, did I accelerate the transition to Net Zero, or slow it down? Stick it somewhere visible until it becomes second nature.
Listen to Episode 38 of the Can Marketing Save the Planet? podcast with Alexis and Paul and explore The Sustainable Marketing Compass (see Useful resources to explore).
Make a list of all the areas you can think of where your marketing actions impact, then place a sustainable lens over them and ask a different set of questions in relation to emissions, waste, social impact and social value.
Look up examples of CSR reports across corporates, social impact companies and other types of business. Note their frequency, structure, layout and language. What can you take away?
What KPIs do you set as a Marketer to align with CSR? Are you focusing on the right areas?
Review your current CSR (if applicable) – what KPIs do you set, and how often do you communicate your activities and progress? Where can improvements be made internally and externally?
Review how you are currently communicating about ESG with key audiences. Create plans.
Meet with the team working on ESG within your organization – consider the role marketing plays and where you can show leadership. Address how KPIs can align.Discuss whether there’s opportunity to include these as part of performance reviews and give every employee sustainability/ESG KPIs.
Listen to the podcast with Ioannis. It’s packed with practical insights.
Think about where your organization is on their sustainability journey. Are there targets and reporting already in place? Look at what your competitors are doing, or the industry by way of guidance. This is an opportunity to share positive impacts – so, you’ll want to be ready.
Speak to people on the senior leadership team to understand the position and direction of your organization in relation to the sustainability reporting standards.
Review the actions in Chapter 20: Sustainability reports – their role and relevance.
Listen in to the RIBA podcast. Yes, it may be totally outside your sector – but that’s the point. The shared learning opportunity remains.
If you’re part of an institution or association within your sector, explore if they are working with any other bodies to leverage cross-sector insights.
Explore if there is opportunity to bring a disparate group of clients/businesses together from different sectors to see what they are doing in sustainability and how they are approaching challenges, to better understand the shared learning opportunity.
Review pathways of information. If you have labels on products, can your audience find out more via your website or QR codes?
Review the Ecolabel Index. Are there any labels that make sense for you to certify for, adding strength and trust to your value proposition?
As part of any green claims audit, always include labels.
Explore opportunities to collaborate across industry or with partners to address packaging impacts.
Review packaging from a communication perspective? Is there opportunity to relay sustainability information, such as carbon labelling (as discussed in Chapter 88).
When was the last time packaging was reviewed? What packaging do you currently use in your organization? Getting back to the Life Cycle Assessment, speak to packaging design – find out about the materials, design, costs. Is reducing or even removing packaging altogether an option?
Effective communication is critical. Look at how you talk about recycling at every single stage of the journey and across every touchpoint.
Partnerships are an important consideration when it comes to taking responsibility for the end of life of your products, or packaging. Explore what others are doing (see Useful resources to explore).
Download Scrapp and start using it whether as a business or individual – it’s an incredible resource.
Explore what others are doing in your sector? Perhaps there’s opportunity to collaborate?
Is there opportunity to build Repair as a service?
Review your current Repair criteria, warranties and support services.
Behaviour change is the critical KPI, rather than the amount of product you’re selling.What do behaviour change metrics look like? Ensure you’re measuring what matters.
If you’re already offering refill or prefill services, is there more you can be doing to incentivize engagement?
Explore opportunities to get involved personally and as part of your product offering.
Is there more your organization can be doing internally to lease as opposed to purchase– IT, furniture, vehicles? Drive the conversation up to the leadership team.
If you have a leasing model – where does it sit on the priority list? Is there more you can be doing to communicate the benefits and drive more people to engage?
Considering the sectors and products that lend themselves to leasing, is it an option for your organization? Start some conversations and see where they take you.
How can you tell a story which brings your customers on your journey? Remember, you don’t have to lead with sustainability, but tell them why what you’re doing matters to them and solves their problems.
Look at the detail, terms and impacts beyond the product/service. Does the genuine focus start with sustainability at its heart?
Explore the examples below (Useful resources to explore) for ideas and approaches.
Do you already wrap a service around what you do? How do you communicate it – is it a priority? What are you learning that could be translated to other products/services?
Explore the resources and consider which services your organization could adopt.
Do your services relate back to sustainable objectives? How can you make changes to enable that?
Look at good causes and charities you can partner with as opposed to giving away items which will most likely end up in landfill.
Do you share your sustainability agenda with the people, partners, suppliers you work with? Do you ask to see their agendas, targets and commitments? Start making this part of your usual practice.
Consider all stages of your events and conduct an audit – what do you do now, which suppliers do you use, what do you consider, what do you need to consider? (See the 7 Ps.)
Start researching your own customer base, or perhaps your own employees – do you have advocates? Could you consider a micro-influencer programme to test the water?
Research how brands and others are working with influencers.
Map out where influencers could fit into your marketing mix and strengthen your sustainability endeavours.
Discuss with team members and make carbon crunching plans to ‘cut the junk from your life and the lives of your audiences.’
Do an audit of your activities and assess activity, direct carbon impact and the brainprint impact of your activities on others. Can you get to a number?
Have a play with the social media carbon calculator (see Useful resources to explore), to get a sense of what impact looks like around activity and the activity you’re driving through your campaigns.
Research options in the market including those above – find out more about how they could work practically for your business and audience proposition.
Are you aware of the carbon/environmental impact of your marketing activities? Is it something you’re already tracking? How is understanding your impact informing your decision-making around channel selection and media spend? We’ll talk more about the practicalities of tracking this in Chapter
Review your marketing channels, budget and digital ad spend. Is there opportunity to manoeuvre budget to more Sustainable Marketing platforms?
Behaviourally, how can your organization shape more sustainable internet habits?Consider green search engines, such as Ecosia. Don’t spend your lunch hours browsing, go for a walk or speak to some other humans.
Explore and implement the three actions suggested by websitecarbon .c om to make your website cleaner and greener.
Check out how sustainable your website is – websitecarbon .c om is the original calculator.
Check out how your industry engages (see Useful resources to explore). What content do you typically send? Is it engaging? Is it engaged with? How can you refocus to make your email channel work for your organization and support its sustainable agenda?
Try calculating the carbon footprint of your emails and break it down into valuable use of carbon and waste of carbon. From there, consider what you can do to reduce the wasted carbon. Perhaps create some internal policies around email waste reduction and copying everyone in and replying ‘thank
Review the questions in the Where to start section. Conduct an audit – where are you now?
Speak to your audiences and gain insights into what matters and how they are engaging with sustainability. Perhaps they can become the stars of your campaign, adding real social proof or becoming influencers/educators to others around what they do that aligns with your sustainability focus.
Where is there opportunity to optimize social media networked conversations as part of your campaigns/messaging, co-creating with your audiences? How can you get them involved?
Review your social media activity. What percentage is broadcasting your sustainability agenda and what percentage is actually engaging audiences in your focus to drive action?
Listen to our podcast conversations with Tessa Clarke, Jamie Crummie, Adam Williams and Richard Campbell (see Useful resources to explore). Talking and acting is critical to the success of their missions.
Think about referrals and advocate programmes – what can you use to get people growing your initiative by becoming ambassadors and taking collective action?
What do people say about your organization? Have you asked them recently? Are you listening via sentiment analysis?
Look at your audience and what appeals or speaks to them and experiment with different nudges, testing what works.
Consider how you design your nudges and then measure their effectiveness.
Consider how you make it easy, talk about the progress, build a community of advocates and work towards removing choice for impactful options.
Consider collaboration with NGOs, charities or community-based organizations to increase your chances of reaching and engaging people.
Conduct an audit around the current barriers to engagement you’re experiencing.What might you be missing?
Look at how you segment your audiences. Place a sustainable lens over them and ask a different set of questions.
Consider how your words and language can evolve and better bring people together to meet your sustainability objectives.
Listening is key! Start some conversations about sustainability and listen to the words and language coming back at you. Ask people the views on what you’re communicating, or what more do they need?
Look at the words and language you use today across your audiences and touchpoints.Are you consistent, are you human? Do you yourself feel connected when you read it?
Bring together relevant team members to discuss how you can repurpose, curate or create bolder more creative content aligned with your sustainability objectives. Draw
Review your content strategy – what percentage talks about your sustainability endeavours?Are you broadcasting or communicating? Is it quality over quantity?
Bring together relevant team members to discuss how you can repurpose, curate or create bolder more creative content aligned with your sustainability objectives. Draw
Review your content strategy – what percentage talks about your sustainability endeavours?Are you broadcasting or communicating? Is it quality over quantity?
Have more conversations – with your peers, with your customers, with your friends and family and ask them what they need, what their challenges are. Understand where your audiences really are. Less broadcast, more sharing.
Educate yourself – consider Carbon Literacy so you have a broader awareness of the landscape and challenges.
Read Purpose Disruptors’ Advertised Emissions Report and get involved in their work.

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Can Marketing Save The Planet?: 101 Practical Ways To Use Sustainable Marketing As A Force For Good 1st Edition Michelle Carvill; Gemma Butler - Solutions

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