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

Get really clear on Scope 3. Don’t be surprised to be asked to disclose your carbon impacts and commitments when pitching for new business – get your plans in place.
If you haven’t started measuring your impact, check the useful resources and calculators and get started. Knowing where you are means you can start planning to reduce.
Listen to the podcast episode with Adam Bastock – it’s super-useful. Consider the small business community you are part of – can you work with others to support each other?
Be courageous and think big . . . Get a team together to brainstorm and play with the idea of collective activism/disruption. What could be achieved if you were to bring your sector together to take on another sector to become either disruptive or collaborative– creating something more meaningful
If you’re not part of a group or collaborative, could you be? Explore what’s out there in your sector. What can you get involved with?
If you’re part of a membership body and collective, find out what the plans are around collaborating and strengthening voice collectively as an industry sector.
Switch your banking provider. There are some great green banks rising up the ranks –so use your people power to drive better behaviour by switching.
If you’re a Marketer in the financial/sustainable investments sector, review your communications and product value propositions. Are those green brochures filled with images of wind turbines and rewilding a transparent and true representation of what’s really behind the curtain?
Join the Make My Money Matter campaign, visit their site and sign up to their Green Your Pension campaign.
Create your own set of responsible marketing questions – what’s relevant to your business, product, service? Are you asking all the right questions?
Get others from across the business involved. Packaging development, R & D, product development, supply chain, facilities – explore the model and ask questions.
Review our Sustainable Marketer 7 Ps model – bring together relevant team members to discuss the approach your current marketing activity takes.
Learn from others – review a number of social impact websites (B Corp certified companies are often a good place to start), researching how they are communicating sustainability and what resonates for you.
Review the 7 Ps Sustainable Marketing model (see p.168 and question how your customers can become part of your sustainability journey to create shared value and purpose alignment.
Review all your communication touchpoints and consider how you are communicating sustainability to your customers.
Is there scope to engage your employees by upskilling them and bringing education and awareness around sustainability/climate? How can you enable everyone to play their part in becoming a sustainability champion?
What’s being communicated? Review how you communicate sustainability internally. Is your progress being regularly reported in a way that resonates with employees?
When it comes to sustainability strategy and plans – are you communicating or purely broadcasting? Communication is a two-way conversation, listening and involving others, hearing their views. Are you making space to hear from and engage employees to share ideas and co-create solutions, or purely
Is there scope to engage your employees by upskilling them and bringing education and awareness around sustainability/climate? How can you enable everyone to play their part in becoming a sustainability champion?
What’s being communicated? Review how you communicate sustainability internally. Is your progress being regularly reported in a way that resonates with employees?
When it comes to sustainability strategy and plans – are you communicating or purely broadcasting? Communication is a two-way conversation, listening and involving others, hearing their views. Are you making space to hear from and engage employees to share ideas and co-create solutions, or purely
From an internal perspective look at your own organizational attitude and behaviours around waste. Is it a priority, are steps being taken to reduce waste in the office, digitally or operationally? Get it on the strategic agenda. After all, waste can build capital.
Look at what other organizations are doing in relation to tackling/reducing waste.
Start to look at the waste associated with your industry, products and the behaviours once purchased.
Is there a supplier code of conduct integrated into contracts? Sense-check this aligns with the UK’s Green Claims Code and any other territory legislation around green/environmental claims.
Get an understanding of your organization’s Scope 3 emissions and related carbon crunching activities. These can be great stories to communicate both internally and externally.
While you are unlikely to be involved with management and procurement of suppliers, it’s important you’re aware of process and rigour to mitigate greenwashing and preserve brand reputation. Become literate around Life Cycle Assessments – cradle to grave understanding of products and services.
Assess your external communications – is there clarity and transparency on the aspect of and?
Understand how sustainability programmes are prioritized in line with business as usual endeavours. Are you talking about both?
Audit the sustainability programmes being progressed internally. Consider the elephant in the room when it comes to serving both the good and the bad.
Consider and discuss internally with team members three areas where you could be innovating.
Listen to John’s talk. What do you need to map? Which route makes sense for your organization to make the most impact?
What’s relevant to your business across the value chain and life cycle? Where could you be innovating?
Do some research into the sharing economy in your industry. Who is utilizing it? Are there any partnership opportunities you could explore?
Sign up to some apps such as Olio and Too Good to Go, where the purpose is rooted in driving positive change for people and planet, yet the focus on community has led to a much stronger, long-term proposition.
Has your organization considered the sharing economy? Is there an opportunity to explore the opportunity?
Learn from the 5 A Day example. Run a focus group with a sample of your target audience. Determine the exchange that is valuable before taking a programme to the wider audience.
Explore the 12 motivations for encouraging sustainable behaviour – (Brand Genetics below). It may support in how to position effective campaigns and messaging.
Enquire what data, insights and learning you already have about the audiences for which you want to effect behaviour change.
Consider if there is opportunity to be better when designing interfaces, price points, incentives, innovations to encourage and prioritize more sustainable choices/behaviour.
Run some customer insights to gain an understanding of the sentiment of your audiences, to better understand how you can be closing the intention-action gap.
Review your product/service communications – are you making it easy and clear for people to get involved and play their part?
Take a personal act of activism. Change where your money is invested. Make My Money Matter – committed to driving necessary change. https://makemymoneymatter.co .uk/
Review the work of activist or disruptor groups in your sector – in marketing, Clean Creatives, Purpose Disruptors and WeAre8.
Think about the best way to drive an information signal within your business. Where do you need to make some noise – and who can support you in driving shifts?
Personally, what products and services could you switch to in your life to support NGOs?
Look for opportunities for your organization to support an NGO – build a business case for it, if possible.
Do you partner with an NGO? If so, are you creating engaging content to communicate shared values and objectives to your key stakeholders?
If you’re part of a large organization, are there opportunities to look at unusual partnerships bringing on board competence or technologies? If you’re a start-up, is there opportunity to approach larger organizations with solutions to support transitions?
Speak to your clients, partners and suppliers – understand where and whether they are partnering for momentum and to speed up progress and tackle wider challenges. Is there opportunity to join them or indeed join forces?
Are there any industry sector alliances that you could join to become part of a wider solution?
Collaboration is critical to driving change. How as an agency can you use collaborative advantage to address the biggest societal challenges, experiment and bring forth new ideas and behaviours?
Tune in to Episodes 41, 43 and 52 of the Can Marketing Save the Planet? Podcast, where Solitaire Townsend, Gustav Martner and Paul Skinner all position very clearly what the agency of the future needs to consider.
If you are a Marketer or communications specialist working for an agency, then explore Chapters 11, 33, 48, 49 and 56 for insights and ideas.
Use the conversations you are having more effectively, amplify them and bring those insights back in to make them more relatable.
Consider the language you use. Is it from the sustainability stock and are you guilty of using clichés?
As part of your communications strategy, a review of your communications is a useful place to start. Do you broadcast, or are you having conversations? How do they show up at various touchpoints – order and priority?
Discuss your stories in relation to your strategy – Leadership, collaboration, value chain. Note – listen to what Jeremy says about hope budgets.
Listen to the brilliant podcast episode ‘Sustainability and “authentic” storytelling . . .an inextricable link’ with Jeremy Connell-Waite. Can Marketing Save the Planet?Podcast, Episode 7.
Review the list of questions above and consider the opportunities you can explore.
Explore the language and positioning of other successful organizations. What can you learn/take away?
Consider current behaviours of your target audiences, can the circular economy help to build a different way of engaging?
Depending on your industry, is there an opportunity to create more of an experience and lead with how it makes people feel? Are there partnerships which could be considered?Sharing economy platforms which could be utilized?
What shared value, opportunity, momentum can you create by bringing together different divisions internally to work collaboratively?
Where is there scope for collaborating and joining forces with those outside your organization to create bigger impact and momentum?
Are your competitors/partners/customers going through the same challenge? Who do you need to speak to explore this?
Review your comms and promotions. Are you pushing irresponsible consumption? Is there a way to engage audiences with less and achieve more?
Discuss the concept with team members. Where are the opportunities to move towards sensible slower growth, balancing the opportunity for leaner, happier, healthier lives?
Immerse yourself in the Degrowth v Growth debate. Review the resources we’ve shared.
Remove unsustainable options altogether. If business doesn’t, it’s likely that regulation will. The EU, UK and Australia have all announced the move to ban various single-use items such as coffee cups, cutlery and cotton buds in 2023. Take the lead; waiting for bans only makes people feel more
Don’t lead with sustainability as the lead reason to change a behaviour. Behavioural nudges can be far more effective. Focus on things like financial savings, health benefits or time savings. Make people feel that better choices aren’t hard work.
Consider how your current propositions are presented. Are you creating barriers? Making choices easy and appealing? Bristol transformed attitudes to plant-based dishes with simple steps such as putting vegan options at the top of menus and talking about them as they would any other option. They
If you are an agency, follow Solitaire’s advice and try producing a client disclosure report. Review it and check for any areas which may draw criticism or need further review or escalation internally. And listen to the full podcast episode for more insights.
If your organization is a small business, review the SME Climate Hub which has information, toolkits and guidance on Race to Zero, including how to set your strategy.
Look at the progress report as a Marketer and note the use of language, tone and messaging. This could be particularly useful in planning how your organization communicates their climate targets and actions, both internally and externally, keeping a consistent tone and format. A consistent
Build the business case for Carbon Literacy for your organization.
Review the various toolkits and other information on the Carbon Literacy Project website to see what your organization’s options are.
Listen to the podcast with Phil Korbel for more information and understanding.
Consider how you and your marketing team can best reskill/upskill – this can take the form of formal Carbon Literacy training for example (see Chapter 42), or be more informal through self-learning, such as recommended reading and podcasts which inform and educate.
Speak to your Chief People Officer, Chief Marketing Officer, or leadership team and show them the segments skills are grouped under:yProblem-solving ySelf-management yWorking with people yTechnology use and development Raise awareness so they can build in a skills review and plan ahead to ensure
Review your current skillsets. What do you think needs reskilling and what do you need upskilling in?
As a Marketer, if you are looking to do more Sustainable Marketing, consider upskilling and leading change within your organization, or moving into one of the new green sectors and driving change from there.
Does your organization have green jobs yet? If not, does it need to plan for them, or does the need lie in upskilling and developing your current functions and teams?
Read up on the green industries, roles and sectors out there and familiarize yourself with the green job market.
Run through the Social Purpose Assessment and identify gaps and make a plan to address any that could jeopardize brand/reputation.
Check purpose-aligned messaging and campaigns. Are you doing what you say?
Review how purpose is positioned within the organization. Is it embedded into the heart of strategy?
Review whether the organization considered key stakeholder insights when develop- ing strategy.
If the organization has a sustainability strategy, consider how marketing aligns, from both an activity and KPI perspective. If the business has decarbonization targets (see Chapter 95), then marketing too needs to work within the boundaries of those targets.
Develop and report metrics: develop consistent and controlled policies for quantifying and reporting.4) Activities: incentivize employees through participating in setting the company’s goals and by connecting aspects of compensation to achieve them [as Unilever did with their 3+1 plan outlined in
Lead with purpose: having done the stocktake, define purpose, set related goals, and lead accordingly.
Take stock of your stakeholders: identify easy groups and determine which aspects of your business are the most important to each.
Speak to different stakeholders and the leadership team, discuss the different approaches you could adopt aligning with the UN SDGs.
Does your organization incorporate the SDGs? If not, how do others in your industry approach this?
Review the sustainability pages/reports of organizations. How do they incorporate the SDGs? How do they present them, what language do they use?
Look up your local wildlife trusts or rewilding organization and find out how your business can offer support. Build an internal communication plan to educate your colleagues and spread the word to other businesses in the area.
Explore examples of regenerative organizations:• Patagonia – arguably the most famous regenerative fashion brand – www .eu .patagonia.com /gb /en /actionworks /campaigns /start -small -go -big -give -back/• Conscious travel – driving regenerative tourism – www .the cons ciou stra
Listen to the full episode with Russ Avery for more excellent practical advice (see link below).
Broaden your own knowledge on consumption and waste, then have a conversation with other functions in your organization such as operations and see what they are doing.
Review Goal 12 and research what you need to do to start meeting this goal – make it your mission to cascade this goal throughout your organization. Use points 12.1–12.8 to set objectives and goals (both long term and short term).

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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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