Can Marketing Save the Planet?

“When it comes to recycling, it’s tricky for us as consumers to do the right thing - even if we have the right intentions.” In this episode, we speak to Dan Marek, co-founder of Scrapp, a climate tech start-up - helping people and businesses to reduce waste by recycling correctly. . Scrapp is more than an innovative app, supporting consumers and businesses with how to recycle efficiently, as you’ll hear in this interview, it’s a recycling movement determined to drive meaningful impact, and whilst their focus is on recycling, they fully respect the waste hierarchy; reduce what you use, reuse what you have and recycle the rest - and ideally, to the best of your ability, and as effectively as possible, which is where Scrapp steps in. From a practical perspective, Scrapp’s app will tell you whether or not the packaging / or components of the packaging are recyclable helping you to organise and segment your packaging and syncs with different local authority infrastructures, enabling consumers to be far more efficient. One of the biggest challenges surrounding recycling is ‘contamination’ - people putting things into the wrong bin. Dan shares the startling stats around contamination - and how if more than 5% of items in your recycling bin are contaminated, by default, it automatically gets sent to landfill. Not only devastating for the planet on a number of levels, but of course, commercially, as it costs more to send waste to landfill than to recycle. Whilst the focus of the discussion is around recycling, there’s a LOT to unpack from this conversation - we discuss data, and the crowdsourced insights and observations that Scrapp is collecting around packaging. Useful data that can support innovation and how packaging can be improved in response to how consumers are actually recycling. Scrapp is clearly passionate about driving meaningful impact and have many avenues to explore, such as the carbon impact analysis of packaging - how much CO2 can be saved by recycling efforts, building intelligence that can support wider initiatives. We also cover the role of marketing in supporting education and behavioural change, and the balance of ‘overloading’ consumers with messaging and the challenge of eco-labelling and how Scrapp is acting as the Trip Advisor of recycling when it comes to accountability and authenticity. It’s an inspirational and highly practical discussion, covering an innovative solution to a significant problem, so I urge you to tune in. You’ll also find more about Scrapp here - and of course, you can start to play with the app - free download via Android and the App Store. Instagram @scrapprecycling - for latest updates. Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“If food waste was a country, it would be the third largest emitter of greenhouse gases after China and the USA.” Too Good To Go, the social impact company who are fighting food waste, or as they put it so wonderfully on their website, “rescue magic bags of surplus, unsold food”. In this episode, we were joined by Jamie Crummie, co-founder and director who talked about why the work they do is critical in so many ways, from an economical perspective, societal perspective and environmental perspective, taking on a broken food system and giving businesses and society a way to be part of the solution. The facts and figures around this subject are absolutely staggering, “40% of the food we produce is wasted”, and with food waste accounting for 10% of global greenhouse gas emissions. Jamie talks about the Too Good to Go app, which is the gateway to their market place for surplus food, connecting businesses with people. We discuss the difference between food waste and food loss, how education and awareness is key to changing the failing systems which underpin the food industry and how marketing and communication has been central to the success of Too Good To Go. They currently work with 110,000 different food businesses, have 15 million active users on the app, and importantly, to date, have successfully rescued over 110,000,000 meals which would have gone in the bin. To say they are inspirational is an understatement. Jamie firmly believes that social impact businesses are the future and they have the power to drive the change we so desperately need, shape new behaviours and ways of thinking and do good for people, planet and profit. And, make the experience fun along the way. If you haven’t downloaded the app, or joined the Too Good to Go movement, you will do after listening to this, we guarantee it! Ready to fight food waste? Tune in… Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“The focus on sustainability should be the main driver - the driver shouldn’t be that you can make a claim about it.” In this episode, we dive deeper into the Green Claims Code - speaking with Cecelia Parker Aranha, Director of Consumer Protection at the CMA (Competitions and Markets Authority). The Green Claims Code came into force in the UK in January 2022, so still pretty fertile territory. Cecilia shares why the Green Claims code came about; what it sets out to do and importantly, what brands and organisations need to consider to ensure they comply. “As much as protecting consumers - we wanted to level the playing field and give businesses that are genuinely trying to be sustainable the confidence to talk about it.” The Green Claims Code sets out six clear principles - simple enough for brands and organisations to both understand and consider - however, the CMA recognises the enormity of the challenge when it comes to green claims - and that it’s going to take a significant amount of time and resource to bring about much needed change, with their initial focus around enforcing the code in areas where there are the biggest concerns - such as the fashion industry. To this end, we discuss how the CMA is working with partners to tackle misleading claims beyond the UK and online - working with consumer protection groups in Europe and internationally, and how the CMA works closely with the ASA (Advertising Standards Authority). A truly informative discussion - covering many facets. We pose a range of questions to Cecilia that we’ve been hoping to get clarity around since the code came into being - discussing the practicalities of making a claim, the role of consumer activism, and the growing number of independent groups and websites, such as the Changing Markets Foundation - greenwash.com, calling out green claims as greenwash. And of course, the question around the action intention gap. Informative, inspirational and hopeful - with lots of practical takeaways and insights - whether you’re concerned about greenwashing or ready to break away from the greenhushing - we urge you to tune in to this informative conversation. As Cecilia makes very clear throughout - “Start with the evidence you have - and figure out what claims you can make from that.” Evidence first! More about the Green Claims Code here - and we have a number of useful resources related to the code in our Learning Zone. Enjoy… Our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“Stop talking about the environment, stop talking about emissions, people don’t really care about carbon emissions, it’s too intangible. Instead, marketing needs to focus on the benefits to people, aligned with people’s existing decision making frameworks and what they care about. Time to sell net zero and climate action as a gain, rather than a loss.” In this episode, we hear more wise words from Adam Bastock, a passionate environmentalist who founded Small99 to provide practical and clear guidance to small businesses to learn how to take action to reduce their environmental footprint. Small businesses make up 96% of businesses in the UK - and approximately 75% of those are solo directors. That equates to over 4.5Million businesses that have a collective opportunity to drive significant impact when it comes to taking steps towards the UK’s net zero targets. Of course, where to start and what to do are two key questions for small business navigating a landscape which is constantly evolving, with many confused around zero carbon, carbon neutral and net zero. If that’s you - then Adam provides clarity and masses of practical insights, questions, starting points and examples of what can be done and the steps you need to focus on. Adam talks about the necessary mindset shift required to start thinking about carbon budgets, in much the same way we would about financial budgets. Considering the practicalities of how to address Scope 1 / 2 and the challenging Scope 3. Re-listening to this podcast to pull out key highlights to share here - there are just so many gems. My advice if you’re a business keen to learn about where to start with measuring your impact and doing something about it - then tune in to what Adam has to share. You can find out more about Small99 - and tap into the practical resources Adam mentions in the podcast here: http://small99.co.uk/measure https://community.small99.co.uk/. Enjoy… Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“What are you doing with your profits - are you investing it back into your people and community or the pockets of a few?” What a question? And one of many that Richard Hagan, businessman and radical and passionate sustainability champion asks businesses and leaders to reflect on in this informative and inspirational episode. When it comes to ‘radical’, by his own admission, Richard recognises that business has a powerful role to play in necessary climate action -supporting planet and people. Given that time to act is short, Richard shares how radical action is required by all businesses - and that many just aren’t prepared to take the risks, the commercial hit and the necessary investments and leaps of faith that’s needed. Richard is no stranger in the sustainability world - a leading exemplar, just last week, Crystal Doors were cited as the number one global sustainable company followed by Burberry, Coffee and TV, Netflix and Nespresso - named Manufacturer Of The Year at the 2021 Business Green Leaders Award, awarded the Queens Award and also Small Business of the Year at the Sustainability Leaders Awards 2021 due to their dedication.  In this episode, Richard shares his journey, the critical role he’s played as a leader, ‘walking the talk’ - enthusing and infusing employees with a courageous and powerful vision - encouraging all employees to take individual responsibility and champion action and progress. As Richard states, it’s key to celebrate the collective wins along the way creating a business that is energised by its employees. We ask Richard about some of the key aspects of his sustainability journey - he talks about the importance of communication and marketing to mobilise the workforce, the importance and courage required to simply ‘tell the truth’ and why it’s critical to stand by your purpose and values. (He even shares how Crystal Doors have said goodbye to customers and suppliers who don’t have the same desire to align with shared values). Richard is a total inspiration - a great leader and a man on a mission to truly bring about necessary and radical change. Tune in to grab a dose of Richard’s infectious passion and get inspired to make a difference. You can find out more about the projects he’s working on via the Crystal Doors Knowledge Hub - where they share ideas, insights, guides and resources to support the wider community. Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“People need to understand that the embedded carbon footprint in their dining choices is actually one of the most impactful in their lives.” It’s a new year and many of us are emerging from the festive season, where food and drink takes its place centre stage in the ads we see, the conversations we have and the celebratory plans we make. January brings with it, new year resolutions to eat more healthily, do ‘dry Jan’ and more recently give the growing trend of Veganuary a go. In this episode we speak to the brilliant Juliane Caillouette-Noble, Managing Director of The Sustainable Restaurant Association. Juliane shares her experience and knowledge around all things food, from the education needed to the impact it has on both people and planet. She talks about the work The Sustainable Restaurant Association (the SRA) does with hospitality, centred around that all important question of, ‘how can we be more sustainable when it comes to food?’ We discuss, the ‘hidden things on our plate’ and the misunderstanding around ‘food miles’. Juliane asks, ‘do we really know where our food comes from and do we consider the processes it goes through? And, if we did know, would we make better choices?’. We talk shopping behaviours and the fact that, regardless of season, we expect to be able to get whatever we want all year round, Juliane goes on to talk about marketing influencers and how the sharing of images of food is being seen as more important than the consumption of it. However, marketing’s role and influence is so much more than that. The difference marketing actions and activities can have on what we choose to eat is so powerful. We discuss how chefs have taken on the role of influencers and educators, how where dishes are positioned on the menu and how they are described can determine what we decide to eat. These positive actions, are changing communities and their attitudes towards food. You can find out more information about the important work The SRA via www.foodmadegood.org and any comments, questions, ideas, suggestions related to the podcast, Get in touch.

“It’s critical brands consider the supply chain of their ideas.” The evidence is clear that with responsibility for 75% of carbon pollution, the fossil fuel industry is the number one cause of climate change.  Yet, following COP26 - and our increased awareness of the catastrophic impact the industry is having on the planet, the urgency to  transition to clean energy is still lacking. In this episode Gemma and I speak with Duncan Meisal, Director at Clean Creatives - an organisation dedicated to encouraging brands, agencies and creatives to reject working with the fossil fuel industry - providing data, facts, statistics and support.   Tune in to hear us discuss how the advertising and public relations industry is facing its biggest corporate social responsibility challenge since the war over tobacco advertising and consider a number of headwinds the fossil fuel industry needs to weather; changes in consumer awareness and appetite, conflicting and confusing ‘green energy’ statements hampering behavourial change, greenwashing and of course, the pursuit of creative talent.  Duncan shares ... “We have invented all the technology we need for cleaner energy. We don’t need any new oil wells or gas pipelines. The transition needs to start.” And whilst some would argue that the transition has started, in reality it’s only a fraction of the focus for the industry. As recently as 2019, major oil companies spent over 99% of their capital expenditures on further development of oil and  gas projects.  Of course, the picture painted by agencies for fossil fuel companies is awash with greenwash - and this is why the marketing and advertising industry has a critical role to play - pivotal in balancing industrial policy and individual choice. When it comes to accountability and the need for transition, in reality 7 million people die from air pollution every year - a sadly staggering number.  Hence the courageous ‘F List’ , a public list ‘calling out’ the agencies supporting the biggest climate polluters on the planet by developing misleading and confusing ‘green campaigns’. This 28 minute podcast is a hugely important and informative conversation - and with practical takeaways for agencies and brands by visiting www.cleancreatives.org/start.  For us this first episode of 2022 - starts as we mean to go on, marking a focus on  taking action and practical application. Find out more information about Duncan, his work and Clean Creatives visit www.cleancreatives.org - and any comments, questions, ideas, suggestions related to the podcast, Get in touch. Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“The ultimate proof point is answering the question… who can you help people become?” In this episode we speak to the inspirational Thomas Kolster, author of The Hero Trap and Founder and Creative Director of Goodvertising. Thomas has been championing sustainability in the advertising and marketing industry for over a decade - he tells us that when he wrote his first book, Goodvertising, back in 2012, no one in ‘the industry’ was really interested in what he had to say - his main audience were those already embracing sustainability. However, jump a decade forward - and he spends his time consulting and sharing his wisdom with leading brands and agencies around the world. There’s so much to glean from this insightful conversation - Thomas explains how when it comes to purpose and the role brands play in people’s lives - they’ve lost their way. He tells us how most purpose statements are just too broad, that purpose is just not having the same effect - and how too much time is spent by brands and organisations naval gazing, rather than considering the real challenges people face and what really motivates and drives people to change. This leads us on to discuss what Thomas refers to as ‘transformative brands’ - those brands that really help people to change their behaviours, and rather than the brands positioning themselves as the ‘Hero’ - they instead are the facilitators, creating positive impact and behaviour change for their audiences. We boil down to the key point that realistically, it’s very challenging for organisations or brands to drive change - where change really lies is with each and every one of us. We are the heroes! Inspirational, smart, funny and educational - with loads of takeaways - you’ll enjoy this one. A real feast to tune into this holiday season. Find out more information about Thomas, his work and books via https://thomaskolster.com/ - and any comments, questions, ideas, suggestions related to the podcast, Get in touch. Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“You can’t stop what you can’t see.” In this episode we hear from Ruth Dearnley, founder and CEO of Stop the Traffik - an organisation working to prevent human trafficking globally through an innovative, intelligence-led approach. “By shining a light on this hidden crime, and by empowering communities and businesses, we can change the environment and increase the risk to the trafficker and the safety of the vulnerable.” Ruth discusses how trafficking is a complicated issue and a very successful business. She calls it ‘Trafficking Inc’. Impacting around 8 million people per year and valued in excess of $250BN - she explains why it’s been fundamental to fully understand the complex ecology - so that they can better understand what’s required to disrupt it. Of course, as consumers, we don’t necessarily consider what we wear, what we buy and what we invest in to necessarily be associated with human trafficking - but given the enormity of ‘Trafficking Inc’ - it’s likely to be far more connected to our day to day lives than we think. And therefore, as marketers - again, we’re not necessarily aware or thinking about the role human trafficking may play in our very own products, services and supply chains. We discuss the power of storytelling, partnerships and collaboration, data and technology and of course, transparency and intelligence throughout supply chains. Ruth also talks about how data, mobile tech, social media targeting and marketing are working to educate those that are vulnerable and key targets for traffickers. Find out more information about Ruth and the great work she’s leading at Stop the Traffik - and any comments, questions, ideas, suggestions related to the podcast, Get in touch. Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“A brand is a promise and a great brand is a promise kept.” In this episode Luc, Global Chief Innovation Officer, generously shares his years of experience working within Landor & Fitch, leading brand led sustainability. Luc breaks down what brand led sustainability means for businesses - bringing to light the key point, that it’s not enough for brands to simply focus on sustainability - they have to make sustainability profitable to sustain the business - and this means finding a genuine point of differentiation that strategically fits their brand. Luc shares Landor & Fitch's 4-step approach, diving deeper into their strategic processes and future modelling sharing how they support brands to assess and understand where they currently are, enabling them to uncover and focus on an ownable point of difference, align innovation and creativity and then make it happen - bringing strategy and ideas to life. We also discuss ‘The Good Squad’ - a c-suite led internal initiative at Landor & Fitch, where employees are encouraged to spend 10% of their role getting involved in sustainable projects and endeavours - not only driving employee involvement and engagement but also driving collective intelligence, ensuring that the organisation stays at the forefront of sustainability. There’s so much packed into this 35 minute conversation; brand, purpose, what good business looks like and how to make sustainability, sustainable from an ROI perspective. Luc crystalizes all his advice and insight with practical real world case studies - so there’s a lot to learn. “There’s been a growing intolerance from people about expectations on what a company says it does and what a company actually does for about the past 10 years. But when it comes to sustainability, tolerance is NIL. Brands need to move away from storytelling - to story’doing’ - do it first, then talk about it.” Wise words from Luc… and we couldn’t agree more. Tune in and let us have your comments, questions and views over on LinkedIn. You can find more information about Luc and Landor & Fitch here - and any comments, questions, ideas, suggestions related to the podcast, Get in touch. Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.