Sustainable Marketing: Creating Well-Being for People and Planet

To help us all live within the nine planetary boundaries we need to be responsible with our consumption, habits which are more often than not driven by marketing and creative advertising campaigns.

Marketing and communications influence the way people live, their identities and worldviews. This workshops explores the brainprint of marketing, and the impact the sector has on environmental and social footprints and provides a framework for reducing the sectors negative impact.

Participants will explore strategies to communicate authentically, minimise supply and demand environmental footprints through their marketing efforts and create positive brainprints to reduce over consumption.

Training Modules:

Module 1: Understanding Sustainable Marketing (60 minutes)

• Defining sustainable marketing and its core principles.

• Identifying greenwashing and impact washing: Recognising misleading marketing practices.

• Case studies highlighting successful sustainable marketing campaigns.

Module 2: Authentic Communication and Transparency (45 minutes)

• Strategies for authentic communication: taking into account worldviews, identities and beliefs.

• Building trust with consumers through genuine sustainability messaging.

• Tools and techniques to verify and communicate sustainability claims.

Module 3: Reducing Consumption and Footprints (45 minutes)

• Exploring the impact of consumerism on the environment, people and communities.

• Strategies to reduce over consumption and its negative impacts.

Module 4: Ethical Branding and Product Development (45 minutes)

• Developing sustainable products and services: From design to end of life.

• Ethical branding and storytelling: Communicating values and sustainability efforts.

• Leveraging sustainability as a competitive advantage without green or impact washing.

Module 5: Interactive Session and Action Planning (45 minutes)

• Group activity: Creating sustainable marketing plans for products or services.

• Discussions on practical implementation strategies and challenges.

• Q&A session focusing on reducing greenwashing and impact washing in marketing.
  

Learning Outcomes:

By the end of this workshop, participants will:

• Understand the principles of sustainable marketing and the dangers of greenwashing and impact washing.

• Learn strategies to communicate authentically and transparently about sustainability initiatives and product/service claims.

• Recognise the role of marketing in reducing consumption and minimising carbon footprints.

• Explore ethical branding and product development practices aligned with sustainability values.

• Collaborate in developing actionable sustainable marketing plans for their businesses or products.

• Identify challenges and solutions to reduce greenwashing and impact washing in their marketing efforts.

  
  

This workshop aims to equip participants with the knowledge and tools needed to create effective, authentic, and impactful sustainable marketing campaigns while emphasising the importance of reducing environmental and social footprints for the well-being of people and the planet.