Earn Your Certificate in Sustainable Marketing
1 Year of Free Updates
$595: Enroll here.
Introduction:
Marketers have a significant role to play when it comes to promoting and driving sustainability, sitting at the heart of brand, communications, stakeholders, and product development. However, the marketing profession has also long been seen as the end of funnel and growth engine of an organization, driving demand and consumption. Businesses are now under increasing pressure from investors, regulators, employees, and society to lead the way in driving a more sustainable future, and with that comes the opportunity to make bold commitments and establish new sustainable markets which give back to people, the planet and profit. Marketers have the opportunity to use their skills and powers for good, and transparency and authenticity is critical. Greenwashing is no longer being ignored, marketers have to ensure they are educated and aware in order to protect their brands reputation, build trust and feel confident that the claims they are making are considered, substantiated and demonstrate commitment to the triple bottom line.
When you’ve completed this three-part masterclass, you’ll literally be among the first marketers in the United States to receive a Certificate in Sustainabable Marketing. Use this certificate to enhance your resume and LinkedIn profile with a digital badge we’ll provide you, plus we’ll send you a frame-able printed certificate to hang on your office wall. These classes also count toward the 8-course requirement for a Certificate in Digital Marketing.
Module 1 of this 3-part masterclass looks at how the regulatory and mandatory reporting environment is changing. What this means for business, and the challenges, but more importantly the opportunities for marketers to be part of the solution to building sustainable markets and shaping new behaviors.
Module 2 focuses on greenwashing which together with ‘green hushing’ is on the rise, and bringing with it negative attention, tightening of regulations and guidelines, and further erosion of trust. While the responsibility sits with the organization, the spotlight shines more brightly on marketing as the communicators and storytellers, so education and awareness is important when navigating sustainable marketing.
Module 3—the final part in this masterclass series dives into sustainable marketing action. Exploring what it looks like and how to do it. Sustainable marketing isn’t about totally reinventing marketing, but rather about rethinking all guises of marketing through a responsible lens.
(Can’t attend the live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)
Workshop dates and times:
Module 1: Sustainable Marketing–The future of business and business for the future?
Pre-recorded.
Module 2: Greenwashing 101.
Friday, October 20, 2023 (9:00 am to 11:00 am PDT).
Module 3: Sustainable marketing in action.
Friday, October 27, 2023 (9:00 am to 11:00 am PDT).
$595: Enroll here.
Description:
Sustainable marketing, what is it and why is it important?
It is important that we set the scene and understand that the landscape we are operating in is changing, the power across the stakeholder chain has shifted, and mandatory reporting and new regulations are coming which will force change in the very near future. Marketing has (and still does) play a significant part of the problem, (driving consumption, shaping unsustainable behaviors in a culture of instant gratification, all of which leave unmanageable levels of waste behind). However, the opportunity for marketers to be a significant part of the solution should not be underestimated. With a broader understanding of what is happening around us and in the wider landscape, beyond products and services, marketers can start to apply that knowledge towards supporting the transition to a more sustainable future, building sustainable markets and shaping new behaviors.
Key Takeaways:
$595: Enroll here.
Description:
What it is and how to navigate it.
Greenwashing, the practice of making misleading environmental claims is on the rise and it’s being called out in a major way, whether via social media platforms, ‘brandalism’ or, through the legal system. This can have a detrimental and damaging impact to brand, brand reputation, engagement, and trust. From a legal perspective, where businesses don’t comply with consumer protection law, the consumer protection agencies may bring court proceedings. We’ll explore greenwashing, what it is, why it happens and how it shows up. Looking at examples and case studies, this workshop will equip marketers with what they need to know, important check points and what they need to do to navigate the world of green claims to ensure they don’t fall foul of being called out by an increasingly more aware society. Marketers need the knowledge to make informed decisions and be responsible in what they say is authentic, substantiated and linked to evidence.
Key Takeaways:
$595: Enroll here.
Description:
Sustainable marketing in action—rethinking marketing—what it looks like, how to do it.
From the inside—Sustainable Marketing sits within the heart of the business, communicating and aligning organizational purpose, values, and brand across the entire value chain of a business. Collaborating and communicating with many different people within the organization and cascading key narratives throughout to ensure that the messages and brand narrative that runs through the organization or leaves the organization, is clear, consistent, and aligned.
From the outside—Sustainable Marketing has a keen curiosity about the dynamic landscape within which a business operates. Custodians of customer, understanding the changing needs, desires, actions of people, competitors, partners—keeping pace with innovation, insights, data and opinion—and bringing those insights back into the business to support and inform both long- and short-term strategic direction.
Sustainable marketing is marketing—but through a responsible lens, designed to meet the needs of the changing landscape, public opinion and changing policy and regulation to better serve people and planet as well as profit. Championing marketers to feel great about the work they do, using their skills, creativity, and influence as a force for good.
Key Takeaways:
How to Convince Your Boss Why You Should Take this Class:
Businesses are under increasing pressure from investors, regulators, employee and society to lead the way in driving a more sustainable future, and with that comes the opportunity to make bold commitments and establish new sustainable markets which give back to people, the planet and profit.
The Presentations:
Download Material:
Who is the course for?
This course is for Marketing Executive Management, and Social Media, Marketing, PR, Digital and Content Marketing Managers who are responsible for managing the social media presence for their company. Also, for account managers of Social Media and Digital agencies.
The Presenter:
Co-founder / Director
Can Marketing Save the Planet, Ltd.
Gemma is the co-founder of Can Marketing Save the Planet Ltd and has immersed herself in the world of sustainability since co-authoring ‘Sustainable Marketing—How to Drive Profits with Purpose’, a book which saw her and her co-author go on to found the ‘Sustainable Marketer Manifesto, and create the podcast series, ‘Can Marketing Save the Planet?’ A podcast dedicated to keeping the conversation going, and educating and supporting marketers and business on taking purpose beyond products and services through sustainable marketing.
Prior to Can Marketing Save the Planet, Gemma was the Marketing Director for the Chartered Institute of Marketing, representing and informing the profession, driving the importance of professional development and educating and inspiring the next generation on the significant role marketing plays in driving a more sustainable future. While at CIM, Gemma led the development of the first regulated qualification in Sustainable Marketing placing sustainable transformation as a priority on marketing’s agenda.
Testimonials
This workshop was very insightful on the strategic role marketing plays in Sustainability for the organization.
This workshop offered helpful information and education for any marketer looking to share authentic sustainability stories! It was a great reminder of how much influence marketing can have for the good.
This class is exactly what I need to help launch a Sustainable Marketing strategy and future company policy.
Living in a world where sustainability isn’t just a buzz word, but a part of our world, we need to know why it’s important to be sustainable. This course is incredibly helpful for learning how to lives sustainable lives and market sustainable products and services. Gemma’s content is intriguing and informative.
The Sustainability in Marketing workshop is a necessary class for any marketer looking to continue to grow in the every evolving world of sustainable packaging.