$595: Enroll here.
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.
$595: Enroll here.
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.
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.
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.
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.