The Eco-Marketing Podcast: Recent Episodes
Leslie Beckman
For marketers wanting to be more green! Rockin’ personalities from both marketing & sustainability professions discuss today’s big questions. These eco-marketing conversations provide a resource to help you drive more sustainable marketing. Warning: Not for the passive, prepare to activate! https://sisloff-intl.com/
At 9% of global carbon emissions, marketing campaign decarbonization is an ethical imperative. Campaign decarbonization not only needs to be addressed; it is a huge opportunity for brands. Robin shares how this strategic shift can lead to cost savings, enhanced precision in targeting audiences, heightened engagement levels, minimized waste, and most importantly, an elevated brand reputation.
Kate distills years of research across major global markets into practical advice -- sharing the most effective strategies for capturing audience attention, empowering sustainable behavior change, and maintaining this change over time.
AI is emerging as a powerful partner in sustainable marketing. Malur showcases compelling use cases for AI Modelling’s role in combating bias, facilitating stronger connections, optimising campaign tactics, and uncovering new eco-friendly initiatives.
With 57% of planners tasked with reducing CO2 emissions for company offsites, the pressure is immense. Join Michael as he discusses innovative solutions, from data-driven CO2 budgeting to DE&I integrations. Discover how these strategies can also cut costs and showcase a genuine commitment to sustainability.
Connect to your audience on an emotional level, with positive solutions to the topics they care about most. On his quest to save our oceans, Derek is pitching for $1T to audiences as diverse as large corporations to school children. Hear how he tailors his message to connect and inspire.
Is sustainability a secondary focus in your Event Management? Only considered after key stakeholder metrics are covered, then likely feels too difficult to add? Beatrice takes sustainable event management from barrier to relevant alignment with organizational goals in an inspirational way that will empower you to get started.
Partnerships for the Goals is UN’s SDG #17 for a reason. No one entity can do everything, partnerships make sustainability more achievable & impactful. Hedda shares the opportunities and necessities of partnerships through a marketing lens.
Do we underestimate customer, investor and employee requirements of our sustainability practices? Richard & Anna share their strategy for a credible action-focused sustainability campaign – not only maintaining a premium brand, but also confirming a leadership position while doing the right thing.
Amy’s greening a whole city— to do so is no small feat with partnerships, the public and city politics. So she knows firsthand about ‘simplifying the overwhelming’ and gives suggestions to marketers on how to encourage a greener audience.
James provides definitions, examples and steps to becoming neutral (even negative!) Plus, catch a glimpse into the added benefits of becoming a climate positive company.
Do eco-logos need to be green to portray sustainability? Is there an eco-font? How can sustainability be positively provocative, adding magnetism and human engagement to boost branding? Will reminds us that nature is mind-blowingly cool and a natural connector to humans that brands should embrace, with a rainbow of options.
Glass, plastic, paper, metal… Balancing needs with long-term impact on the planet. Jennifer shares considerations from compostable to bio-degradable, to recyclable colors and labels, ink, coatings, access, shipping and new reusable options.
With customers ranging from PADI Scuba to The Four Seasons, Tom shares his journey from water sports enthusiast to eco-entrepreneur plus 4 simple questions marketers can ask when making eco-conscious merchandise choices. Do your homework, don’t be the marketer that gets called out!
Straight from the voice of a conservation hero, “Recognize your power as a marketers!” Have courage to be honest in your “sustainable-ish” and share your journey with consumers. Don’t let Perfect, be the enemy of Good. There are thousands of ways to start the journey …to better.
Being an eco-friendly business isn’t an overnight fix, it’s a journey to share. Marketing gives you that opportunity to tell that story in a positive way, including where you are starting, and what your victories and struggles are along the way.
Don’t ask customers to be eco-thoughtful if you are not. Be tangible, be personal and clarify to the consumer “What’s in it for me/them” (WIIFM). Caring for ourselves before the environment may be the natural inclination but can be overcome by setting specific intentions. Alex’s advice: Take action, be prepared to fail fast, re-invent and be agile.
Last week, I spent a magical morning with Chef and Bali Asli Founder Penny Williams. Rather than traditional marketing, Penny engages guests in an overall experience. Not only does this inspire environmentalism “Look what I’ve done, you can do it too.” it naturally allows tailoring of the message to the guest’s eco-consciousness and broadens the overall target audience. To read the corresponding blog that complements this delicious interview, checkout The Eco-Marketing Project https://sisloff-intl.com/2020/08/25/eco-marketing-through-experience/
Dontrese says Yes! “Everything we do, we want to make a positive impact to the world we live in.”Today, consumers are making purchasing decisions based on corporations that share their personal values. Consumers are becoming more educated to see through facades and look deeper. So companies must ensure their leadership and culture mirrors the efforts that are being promoted in order to confirm they are committed to making a change, not just nudging into the popular conversation.
A realistic approach is critical to align stakeholders with the company’s capabilities and priorities in order to create credible environmental programs that provide a competitive advantage in messaging. It’s all about authenticity folks, and one size does not fit all.
Know when to say no. Authenticity must be at the core of brand strategy; only then can you stand up to decisions on media, messaging and partnership choices that align with your organization’s truth in sustainability. Lee Ann shares two poignant examples of how saying no created the path for even more successful outcomes.
Introducing the Who, Why, When and How of the Eco-Marketing Project. And the next step on your journey to be a greener marketer.