The challenge for the marketing team is, “needing to take what are serious and complex issues and convey them in a format that is easily understandable.”

Want to know how marketing can drive a “people powered movement for change?” THIS is the episode you don’t want to miss.

We jumped at the opportunity to talk to Jackie Marshall at Fairtrade an organisation with market leading levels of audience recall, awareness and engagement. One of the most trusted and recognised ethical labels out there today across a multitude of products we see as we do our weekly shop, from coffee to cocoa and wine to flowers.

“Climate change isn’t a game that anybody wins – we either all win or we all lose and I’d much rather we all win”.

We discuss the commitment to net zero, and importantly, how the organisation has had to figure out exactly how to meet 2030 targets. Which in his own words has meant a ‘fundamental change to the way we think, act and make decisions in the business.’

Less than 10% of the FTSE100 mention sustainable pensions in their sustainable strategies.

Switching to sustainable pension providers can have a massive impact on transitioning to a more sustainable future, but as Holly explains, ‘one of biggest barriers to more organisations getting on board i s an awareness issue followed by apathy and the moving of investments being seen as a bit of a ‘hassle. However, greening your pension is TWENTY ONE times more impactful than going veggie, stopping flying and switching to a renewable energy provider’. It’s a no brainer!

“Consistency of message is what builds trust - and we’re going to need that come 2028 when we realise just how badly we failed.”

In this episode we dig into lifecycle assessments and why they are such an important part of the business process, and something marketers increasingly need to have a greater awareness and interest.

A sustainable creative agency on a journey to make positive change, we caught up with Rob Minto, managing director of The Onlii. Rob talks about his own journey into sustainability, how he was inspired by the B Corp movement and why he set up The Onlii.

Aligned to the UN Sustainable Development Goals, Rob discusses how these really helped to embed the environment and the bigger picture into the business strategy.

“How can organisations treat people as citizens, not just as consumers? How can organisations invite people into their agency and creativity to shape the world and not just sell them stuff?”

When Jon Alexander, author of the brilliant book ‘Citizens’ joined us on Can Marketing Save the Planet, we got straight into those questions! The subject story, the consumer story (where we are right now), and the citizen story, (the place we need to get to). Jon explained how we are currently trying to solve such disconnect from within the consumer story - “you just can’t solve an inequality crisis from a story of competition and status, or a story that says humans are separate from nature.” And, “What are we doing to ourselves when we constantly call ourselves consumers?”

“It doesn’t always come in through the marketing door, but marketing is where the greatest change can be driven.”

In this episode we spoke to Andy Last, Executive Partner, Purpose and Sustainability from MullenLowe, an end-to-end communications and creative services agency. Part of the MullenLow Group, who believe, ‘purpose is nothing without progress’, and we couldn’t agree more. We are in the definitive decade and progress at scale and pace is needed now more than ever.

“ The world doesn’t need what we do at the moment, we can’t continue the way we are. We need to adapt and look at long term need and deliver valuable solutions.”

Aligned with the latest IPCC report, the message is clear on so many levels that we can’t keep doing what we do and making minor tweaks - transformational and urgent action is what’s required, and that’s going to require a collaborative approach.

“ We need to route purpose in solving important solutions, developing meaningful solutions and reaching inclusive worthwhile outcomes that mobilise everyone we need in pursuit of that purpose.”

Our interview with Paul Skinner, Author, Founder of MarketingKind and Agency of the Future, is just soooo good, we’re doing it twice! In Part 1, Paul introduces the work he’s doing - and we dive into his latest book, ‘The Purpose Upgrade - Change your business to save the world, Change the world to save your business’.

Paul shares so much wisdom, we talk about how the nature of the problems humanity faces have become increasingly serious and urgent. To tackle them we can’t remain shackled in fixed thinking - “actions that gave rise to prior success, are the very things leading to tomorrow’s failures”.