Complexities of brand diversification (zero‑alcohol example)

In our final episode of Can Marketing Save the Planet? before we take a break for the summer, we sit down with Kerry McDonald, CEO of Orchard to explore the intersection of marketing, sustainability, and sponsorship.

We delve into the complexities of sustainability focused sponsorships, where the line between meaningful partnerships and greenwashing has been increasingly scrutinised. Kerry talks about why sponsorship when rooted in shared values rather than transactions, can outperform traditional advertising in driving engagement. He explains, "done well, sponsorship is one of the most powerful engagement tools, it lets brands speak to their audience through shared passions."

We discuss the challenges, from the financial inequities which can hold smaller, lesser known or challenger brands back, to the backlash faced by organisations if things don’t quite marry up and values are at odds with each other.

We talk about why the system needs to change to reward courage and authenticity over commerciality to enable purpose-driven brands to compete with large corporations. Without incentives for ethical sponsors, even the most well-intentioned organisations face tough trade-offs between funding their mission and upholding their values.

We explore the power of authenticity, where Kerry argues that brands must own their imperfections and be transparent in the communication of their progress in order to build trust in an era of conscious consumers and social media scrutiny. "Authenticity is key, you've got to do it for the right reasons and accept that along the way you're not going to be perfect." 

Whether you’re a Marketer, activist, or simply curious about the ethics of brand partnerships, this episode offers a nuanced take on sponsorship’s role as part of a more sustainable future.

Tune in as we talk to Kerry about:

• Sponsorship vs. traditional advertising - why shared passions create unparalleled engagement

• Navigating risks - the critical role of authenticity in volatile ESG landscapes, such as greenwashing

• Ethical sponsorship dilemmas - when financial pressures could mean a clash with values

• Playing the long game - why strategic, multi-year partnerships outperform tactical deals

• Creative solutions for challenger brands - how under-resourced organisations can amplify impact

 For more information about Orchard - Link here: And to connect with Kerry McDonald - his LinkedIn profile is here.

Enjoy - and if you love the podcast, share with your friends, family and colleagues.

See you in September for more…

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About us…

We help Marketers save the planet. 🌍

Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, and join us on our mission. Get in touch to chat.

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Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.