Special Fall Pricing: Regularly $1,190 is now 50% off—$595. Enroll here.
Special Fall/Winter Pricing: Regularly $1,190 is now 50% off—$595. Enroll here.
Introduction:
Sustainability is one of the most significant conversations in business today alongside AI, and embedding the right mindset and practices into marketing requires rethinking through a sustainable lens. Like digital transformation, the shift will entail bringing the right or new skills and a new way of thinking and working. Demand for green jobs and skillsets is increasing, as highlighted by the World Economic Forum’s Future of Job Report 2023, with data collaboration with LinkedIn, “The fastest-growing roles relative to their size today are driven by technology, digitalization, and sustainability.” Sustainable transformation is more than a trend and is becoming an imperative for organizations and marketers to understand.
Businesses are 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 that give back to people, the planet, and profit. With a significant role in promoting and driving sustainability, marketers sit at the heart of brand, communications, stakeholders, and product development. However, the marketing profession has long been seen as the end of an organization’s funnel and growth engine, driving demand and consumption. Marketers now have the opportunity to use their skills and powers for good, and transparency and authenticity are critical. Greenwashing is no longer being ignored; regulations and guidelines are tightening, and marketers have to ensure they are educated and aware of protecting 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.
After completing this three-part masterclass, you’ll be among the first marketers in the United States to receive a Certificate in Sustainable Marketing. Use this certificate to enhance your resume and LinkedIn profile with a digital badge we’ll provide you. We’ll send you a frameable printed certificate to hang on your office wall. These classes also count toward the 8-course Certificate in Digital Marketing requirement.
Module 1 of this 3-part masterclass is a scene-setter focusing on the changing operating environment, how regulation and mandatory reporting are evolving, and what this means for business and marketers. It explores the challenges but, more importantly, the opportunities for marketers to be part of the solution in 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. The tightening of regulations and guidelines reflects the further erosion of trust, which businesses must rebuild. While the responsibility sits with the organization, the spotlight shines more brightly on marketing as communicators and storytellers, so education and awareness are essential when navigating environmental claims.
Module 2, the final part of this masterclass series, dives into sustainable marketing, exploring what it looks like and how to do it. Sustainable marketing isn’t about reinventing marketing but rather about rethinking all the guises of marketing through a responsible lens. This class examines words and language, how effective communication motivates, the need to change behaviors, and marketing’s carbon footprint.
(Can’t attend the live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and supplementary materials within a day of completion after we’ve had time to edit the recording.)
$595: Enroll here (prerecorded).
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) played a significant part in the problem (driving consumption and 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 toward supporting the transition to a more sustainable future, building sustainable markets, and shaping new behaviors.
Key Takeaways:
$595: Enroll here (prerecorded).
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 on the brand, brand reputation, engagement, and trust. From a legal perspective, where businesses don’t comply with consumer protection law, 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, essential checkpoints, 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 for what they say is authentic, substantiated, and linked to evidence.
Key Takeaways:
$595: Enroll here (prerecorded).
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 customers, understanding the changing needs, desires, and actions of people, competitors, and 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 the 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 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 that 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 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?
Thursday Sep 26, 2024 09:00 AM – 11:00 AM PDT
Module 2: Greenwashing 101.
Thursday Oct 10, 2024 09:00 AM – 11:00 AM PDT
Module 3: Sustainable Marketing in Action.
Thursday Oct 24, 2024 09:00 AM – 11:00 AM PDT
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