Communications and Channels
Learning Zone Resources -
A Tool Kit for Sustainable Marketers
Completed our 100 Points Challenge yet? These resources support you with your Sustainable Marketer Manifesto commitments. Aim to reach the minimum 100 points of knowledge to achieve your Sustainable Marketer Certification. We recognise it’s self-certification, and it’s down to you to do the learning - but that’s where it starts… with education and growing your own awareness. Keep checking back in - as we add resources weekly
Socio Cultural Trends Research - Sustainable Living 5pts
This research highlights that the second biggest barrier to action by people and business is… ‘we don’t know where to start’. This is why business and marketing is so important in driving communication and behaviour change and supporting customers in their quest and increasing desire to be good citizens.
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Can Marketing Save the Planet podcasts 5pts (per podcast)
Our podcast is designed to provide practical insights across a range of areas impacting marketers and businesses. The key focus is to provide insights, inspiration and practical ways to take action. Topics include: brand, purpose, reporting, greenwashing, practical challenges, sustainability programs, leadership, building a business case, getting started, supply chain, circular economy, education, BCorp, plastic, packaging innovations, communications and more.
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How we communicate the climate crisis is critical in engaging people to take action. The biggest obstacle to dealing with climate disruptions lies between your ears, says psychologist and economist Per Espen Stokes. He's spent years studying the defenses we use to avoid thinking about the demise of our planet - and figuring out a new way of talking about global warming that keeps us from shutting down.
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Jargon Buster 5 pts
Bamboozled by all the jargon when it comes to sustainabilility? Do you know your ESG’s from your PV’s, your net zero carbon from net positive…? There is just soooo much to learn and this brilliant ‘jargon buster’ from Edie.net is an absolute gem when it comes to helping you to cut through the noise and find a simple answer. Thank you Edie.net team - we love it. We hope you do too.
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Encouraging buyers to put the planet first and make more sustainable choices has never been more important – yet often marketers struggle to channel good intentions into sustainable actions.
The guide focuses on harnessing the motivational M of the COM-B model to shift behaviour. Giving marketeers 12 scientifically validated motivations to tap into, so that they can better address the ‘attitude-behaviour’ gap between the sustainable options that people say they want, and what they actually do. Explore now
WeAre8 offers a sustainable ad / social media platform for transformative change through billions of small actions. WeAre8 pays people to watch ads, contributing to charitable donations and choosing what to do with earned payments. A hate free, responsible and ethical social media platform, educating and using advertising and social media as a force for good.
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Sustainable Travel Guide - ‘I came by train’ from Trainline - 5pts
We think this is a really good example of effective engaging communications to support necessary behaviour change.
I came by train is a collective movement to help fight climate change. Because taking the train is a massive 67% less polluting than driving.
So, switch just one journey to train, cut your CO2 impact, and become a climate hero.
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Carbon Labelling - Will it support responsible purchasing? 5pts
Even with an uptick in consumer knowledge of climate issues and food brands sharing carbon-footprint data for their products, the CPG world is still wondering if carbon-labeling is worth the effort and investment. Here are 5 key takeaways from recent peer-reviewed literature and industry papers. In summary… it’s looking positive. Read more
In a LinkedIn conversation, Catherine Weetman just a few weeks ago, stated that only 8% of people were aware of a directory of circular economy case studies. Effectively, a circular economy shared knowledge base. More info can be found by visiting: https://knowledge-hub.circle-lab.com/
Really enjoyed this clever take on the old ‘sell the sizzle’ rather than the sausage ideology. The most common message on climate change is that we’re all going to hell; rising seas, scorched earth, failing food supplies, billions of starving refugees tormented by wild weather. But contrary to every expectation, hell doesn’t actually sizzle. Hell doesn’t sell. Although these Armageddon climate scenarios might be accurate and eye-catching, they haven’t changed attitudes or behaviours nearly enough. So explore the alternative.
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Thomas Kolster, sustainability champion, founder of Goodvertising and author of The Hero Trap has been challenging brands and organisations on what ‘purpose’ really needs to stand for - and in this podcast he shares his perspective and makes a convincing argument that many have got purpose all wrong - and the real focus needs to be more about facilitation. Tune in
When it comes to marketers rethinking how they do things - and the practicalities of ad spend and driving growth, The Goodnet offers sustainable media solutions - video ads / display ads / branded content partnerships available to advertisers across a network of sites that operate in the sustainability space, to inspire and educate. Explore now
Brought to you by George Marshall from Climate Outreach, this training webinar is perfect for marketers and comms professionals learning to engage people around climate change and climate action. A deep exploration of how to truly understand audiences, segmentation and shares really useful examples and frameworks. Don’t be put off by the length of the webinar, it’s worth the time. View here
Sustainability and authentic Storytelling with Jeremy Connell-Waite - 5 pts
A story in the right hands can change the way the world thinks - hence why, in this episode we're joined by storyteller extraordinaire, Jeremy Connell-Waite, who as Global Communications Designer at IBM, helps purpose-driven brands to tell more meaningful stories that impact people, profits and the planet.
FT Moral Money Forum 5pts
Measuring what matters. The scramble to set standards for sustainable business. The proliferation of ESG metrics and reporting frameworks in recent years has left executives and investors complaining about the difficulty of keeping up with so many apparently clashing standards — or even remembering what the different acronyms stand for. This report showcases efforts to simplify the “alphabet soup” of ESG reporting. Download report
How to Tell Better Stories - 5 pts
Better stories are emotional.
Emotions have a role to play in even the most technical presentations or complex business stories. People make decisions with their hearts before they justify them with their heads.
Useful suite of insights from Jeremy Connell-Waite - focused on supporting marketing and communication professionals.
Practical guidance and advice from creative consultancy RY around language and words that work when it comes to effective communication and talking about sustainability.
When it comes to marketers rethinking how they do things - and the practicalities of ad spend and driving growth, The Goodnet offers sustainable media solutions - video ads / display ads / branded content partnerships available to advertisers across a network of sites that operate in the sustainability space, to inspire and educate. Explore now
Rob Harrison-Plaistow guested on one of our most downloaded and applauded podcast episodes of 2022. He joined us for a Podcast Guest event and shared the most remarkable talk. So much wisdom, comfort and love in these words. Something for us all to take and learn from. Read here
The Language of Sustainability - 5pts
This is a great research report outlining some key findings around language and what connects with audiences when it comes to communicating sustainability.
There are various useful statistics and insights - and they discuss the paradox whereby the language that resonates with the customer doesn’t always align with what is best for the planet.
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