Sustainable Marketing

My journey in sustainable marketing

For some time now, I have embarked on a journey to learn more about sustainable marketing. I started with the usual - reading books, articles, watching videos and listening to podcasts. Eventually, after much thought, I enrolled last year in the “Sustainable Marketing, Media & Creative” course with the Cambridge Institute of Sustainability Leadership (CISL). Fast forward a year, and here I am, implementing my action plan, ready to share insights and kickstart some real change.

Can marketers solve it?

Today, us marketers, we're in this exciting space where we're not just selling products or services; we're crafting brands that resonate with environmental and social consciousness. It's all about purpose, right? But let's dive deeper. How are we shaking off that Business-As-Usual (BAU) mindset every single day to truly embody our purpose? How do we shift gears from solely chasing profits to steering towards long-term wellbeing for all? Can we shift from transaction to meaning? And can we nudge our leadership to translate Purpose into tangible ESG actions, with clear targets and metrics? And amidst all this, how do we ensure every marketing move we make embeds authenticity, clarity, and meaning?

Marketing isn't just about pushing products anymore; it's the bridge between production and consumption, and we, marketers, are the architects of that bridge; we are the lens to the outside and inside of our organisation.

Brainprint v/s Footprint

As the value-creator of the economy and an organisation, marketing can shape creatively the creation of new products. This is where, as marketers, we need to understand the factors that may influence the wellbeing of customers and the society through our decisions we make - physically (footprint) and psychologically (brainprint).

During my time at CISL, we delved into understanding more about marketing brainprint and footprint.

• Marketing footprint refers to the physical real-world impact that marketing strategies, decisions and operations have on long-term wellbeing for all (emissions, waste, pollution, human health, loss of habitats & species, land & soil degradation, inequality).
• Marketing brainprint refers to thepsychological, sociological and cultural impacts that brand, marketing and creative strategies have on long-term wellbeing for all (content, narratives, cultural messaging, societal impacts).

Marketers must re-imagine their approach to the 4Ps. We need to move away from the conventional mindset and transition to a sustainable one, with the aim to (i) contribute to good beyond reasonable carbon footprint, (ii) create a positive brainprint that will positively influence worldviews, lifestyles, cultures and communities to drive long-term wellbeing for all.

Cross-collaboration between creative agencies, brands and sustainability experts

Creative agencies have a fundamental role to play in partnerships with brands. They are the mediators between brands, people and technology. They've got a big responsibility - reshaping how we think and act through what we see and hear. But here's the challenge: sometimes brands don't know enough about sustainability, which can lead to what we call 'greenhushing.' And if brands don't give the right information to the creatives, we end up with what's known as greenwashing.

So, how do we strike a balance? How can creatives whip up catchy ads while also giving consumers the lowdown they need to make smart, sustainable choices? Creativity is definitely not the problem; it's actually the solution. To make it work for the long-term wellbeing of everyone, we all need to join forces - brands, creatives, sustainability experts, regulators, non-profits, you name it - to lead the charge for a greener future. It's time to turn complex issues into compelling stories, together.

Embracing the Sanpo Yoshi sustainable philosophy

Back in Japan's Edo and Meiji periods, there was this distinguished class of merchants called the Omi Shonin. They were all about this concept called Sanpo Yoshi, which basically means 'Three-Way Satisfaction.' Their motto? Everyone wins! They knew their success depended on happy customers and thriving communities, so they made sure to give back in three fundamental ways: Good for the SELLER, Good for the BUYER, and Good for SOCIETY.  So, how can this help us? We can learn from their playbook. By embracing this philosophy, we can take actions that not only boost business but also uplift people and the planet. It's all about building sustainable, legacy-driven businesses that leave a positive mark for future generations.

As creatives, we've got a significant role to play in all this. It's about arming ourselves with knowledge, fostering teamwork, leading by example, and being real about how we communicate. With the right tools and mindset, we can be the future-makers the world needs and drive systemic change for a better tomorrow.

There’s no doubt that creativity is every marketer’s superpower, and collective action is fundamental to lead transformative change. I believe it’s time we rethink, together, the way marketing is done, revamping its footprint and rewiring its brainprint. Along this journey, I’ll be sharing insights to foster a more responsible and impactful approach to our work.

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