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:

• Consumers believe organizations should:
  • Operate in a way that improves their lives (86%)
  • Demonstrate they are following through on promises to people, the planet and society (82%)
  • Encourage consumers to support social or environmental issues (65%)

  (Source PORTER NOVELLI PURPOSE PRIORITIES REPORT 2023)

• Investors interest continue to grow:
• Individual investors (77%) globally say they are interested in investing in organizations that aim to achieve market-rate financial returns while also considering positive social and/or environmental impact.
• (57%) say their interest in sustainable investments has increased in the last two years, while 54% say they anticipate boosting allocations to sustainable investments next year.
• 80% of global investors consider a company’s reporting on its carbon footprint and commitment to reducing greenhouse gas emissions.

(Source Morgan Stanley Institute for Sustainable Investing, January 2024)

• Employees want to work for organizations who align to their values:
• 55% of Gen Zs and 54% of millennials research a brand’s environmental impact and policies before accepting a job.
• 17 % of Gen Zs and 16% of millennials say they have already changed jobs or sector due to climate concerns
• 69% of Gen Zs and 73% of millennials actively trying to minimize their environmental impact – this has a major impact on their lifestyle choices.

(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 workshops are hands-on and practical.
• The workshops are live so that you can ask your questions. If the course doesn’t fit in with your calendar, you can take the course as a recorded class.
• Step-by-step instructions are in numbered lists with links so you can do this yourself.
• Included are lots of illustrations and examples.

• Video of the presentation with slides and audio.
• Recommended podcast episodes from Can Marketing Save the Planet.
• Access to the Sustainable Marketer Action Plan.
• Access to Sustainable Marketing models—traditional models, hacked through a sustainable lens.
• Access to the Can Man Marketing Save the Planet Learning Zone and 100 points challenge.
• Become a supporter of the Sustainable Marketer Manifesto.
• List of questions to ask and actions to consider.

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.

Gemma Butler

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.

• Currently, I am the co-founder of Can Marketing Save the Planet Ltd, a company on a mission to support responsible marketing by educating and supporting approximately 10.6M marketers on the planet. Gemma also teaches for the Chartered Institute of Marketing and Cambridge Judge Business School, the executive business school of the University of Cambridge.
• 2 x published author with Bloomsbury, ‘Sustainable Marketing—How to Drive Profits with Purpose’ and soon to be released (Jan 2024), ‘Can Marketing Save the Planet? 101 Practical Ways to Use Sustainable Marketing as a Force for Good.’
• Creator and co-host of the podcast series, Can Marketing Save the Planet? A podcast series that interviews a wide range of guests (including Philip Kotler and Seth Godin) about all things sustainable, with the objective of raising awareness and highlighting the significant role marketing plays in driving a more sustainable future.
• Written/contributed to multiple publications—Raconteur’s Special Report, The Drum, Sustainability Magazine.
• Certified Carbon Literate by the Carbon Literacy Project.
• Awarded ‘‘Outstanding Contribution to Marketing’ in 2022 for driving sustainable marketing transformation by Women in Marketing Awards.
• Starting her career in product marketing at Xerox and value proposition development and product marketing at Sony, Gemma went on to become the Marketing Director at the Chartered Institute of Marketing – representing and informing the marketing profession, driving the importance of professional development and educating and inspiring the next generation of marketers.
• Keynote speaker and panelist at multiple events, webinars, and conferences for both universities and businesses.
• BA Hons Degree in English Literature and Linguistics—University Portsmouth.
• Website: https://www.canmarketingsavetheplanet.com/.
• Social Media: https://www.linkedin.com/in/butlergemma/.