Special Fall/Winter Pricing: Regularly $1,100 is now 50% off—$550. Enroll here.
Introduction:
From a marketer’s perspective, sustainability has three important facets:
In this three-module course, taught by Gemma Butler, co-founder of Can Marketing Save the Planet Ltd., you will learn about all three facets and how to use them in your organization, begin a sustainability program, or enhance and accelerate one you already have.
Moreover, completing this three-module course—just six hours of training–will earn you a Certificate of Sustainable Marketing, the first offered anywhere in the U.S.
Marketing has a significant role to play in sustainability and ESG. Using their skills and powers for good, and ensuring transparency and authenticity is critical. How we communicate sustainability and ESG is critical to its progress and success. Marketers must ensure they are educated and aware in order to protect their brand’s reputation, build trust and feel confident that the claims they are making are considered, substantiated, and demonstrate commitment to the triple bottom line.
Key Takeaways:
Module 1 of this 3-part masterclass is an introduction to the sustainability model and operating environment. You’ll understand how things are changing, including regulations, mandatory reporting, legal challenges, consumer behaviors and expectations, and stakeholder wants and needs. You’ll learn about the UN Sustainable Development Goals (SDGs) and how you can choose among them to incorporate sustainability into your business.
You’ll also explore what sustainability means for organizations:
And what this means for marketers:
Module 2 focuses on the rise of “greenwashing” (using marketing and PR to convey environmental responsibility where none exists) and “greenhushing” (a refusal to disclose a company’s ESG information). You’ll learn how they hurt organizations authentically incorporating sustainability and how to combat them in your messaging. You’ll explore what they are, how to spot them, see examples, and learn why everyone needs to be responsible.
How we talk about sustainability and ESG (Environmental, Social, Governance) and what kinds of green claims we make can be the difference between speeding up progress and slowing it down. After all, negative attention is never good for brand reputation.
Regulations and guidelines continue to tighten globally in response to greenwashing and greenhushing. While the responsibility sits with the organization, marketing professionals often take the lead on sustainability communications—and take the hit when it goes wrong. Education, awareness, and effective storytelling are the keys to success.
Module 3 of this masterclass series dives into sustainable marketing action. We’ll explore what it looks like and how to do it. Sustainable marketing isn’t about totally reinventing marketing but rather about rethinking all aspects of marketing through a responsible lens. You’ll look at:
This class is packed with case studies, examples, and ideas.
How to Convince Your Boss Why You Should Take this Class:
Business is very different today than it was 10 years ago. As awareness continues to grow around climate change, sustainability and ESG remain dominant conversations both in B2B and B2C. Business is under increasing pressure from investors, regulators, employees, and society to take the lead, make bold commitments, and establish new sustainable markets that give back to people, planet, and profit.
The landscape and operating environment is changing, and stakeholder demands are increasing:
(Source PORTER NOVELLI PURPOSE PRIORITIES REPORT 2023)
(Source Morgan Stanley Institute for Sustainable Investing, January 2024)
(Source Deloitte 2023 GenZ / Millennial Survey)
Regulation, policy, and reporting are evolving. Sustainability reporting for large organizations will be mandatory, and greenwashing is no longer being ignored.
Equip yourself to be a force for good, unlocking innovative solutions, new ways of thinking, and better ways of communicating that go beyond your company’s products and services.
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 of their company. Also, for account managers of Social Media and Digital agencies.
The Presenter:
Gemma Butler teaches courses at the Direct Marketing Association of Northern California in a three-module series that leads to a Certificate in Sustainable Marketing. The courses focus on the challenges but, more importantly, the opportunities for marketers to be part of the solution in building sustainable markets and shaping new behaviors. Sustainable marketing isn’t about totally reinventing marketing but rather about rethinking all the guises of marketing through a responsible lens.
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.
Module 1: Sustainable Marketing: The future of business and business for the future?
Monday Nov 18, 2024 09:00 AM – 11:00 AM PST
Module 2: Greenwashing 101.
Monday Dec 02, 2024 09:00 AM – 11:00 AM PST
Module 3: Sustainable Marketing in Action.
Monday Dec 16, 2024 09:00 AM – 11:00 AM PST