Unfortunately, the marketing industry has been part of creating some of the problems we face today. We encourage consumers to buy more often with the focus on price rather than quality and value. This has led to overconsumption and the knock-on effect on natural resources and social injustices.
However, conversely, agencies have the unique power to influence behaviour and drive change alongside cleaning up their own act.
If you are inspired to find out more about starting on your sustainability strategy, book a free Sustainability Audit.
The advertising industry is energy-intensive. During the production phase as well as with the increasing trend for digital billboards.
Companies including big brands are starting to be picked up for unsubstantiated sustainability claims and this will only increase as more jump on the green bandwagon.
Many advertising and production companies find that one of their biggest impacts is travel, particularly air travel. This creates a large carbon footprint.
During a production food supplied for actors, the crew and other supporting staff can be unhealthy and much is wasted. There may also be costumes, sets and plastic waste.
The advertising industry has been part of encouraging consumers to buy more than they need and have a 'thow away' mindset. The resources of the planet cannot support this.
The advertising industry does not reflect the diversity and social fabric of society. This means that people working on campaigns often do not represent their target audiences.
I've been part of the marketing industry for over 30 years. After working in the corporate sector in live events and menswear, I left to work with my husband running his landscaping business. I continued to keep my marketing skills honed and I'm proud to say that we had one of the first websites in our industry in the UK's South East!
I have always been a purpose-driven entrepreneur and when I started to learn about all the chemicals in our everyday lives, I set up as a breast health educator to share the prevention message with women in the workplace. I used my marketing skills to target businesses and delivered talks to companies such as WPP, Ogilvy and Nielsen. Alongside this I set up as a marketing freelancer and specialised in ethical marketing as I called it then. Now everyone calls it sustainability.
Over the past ten years I have run marketing strategy,implementation and project management for small businesses such as organic household brand, Greenscents, as well as campaigning organisations such as prevention charity, Breast Cancer UK and, Fashion Revolution. More recently I worked with the management team of sustainable tourism company, Wayaj, to develop the branding for their new online booking platform Alight, as well developing content including webinars for their hotel members.
I have seen the problems that the marketing and advertising industry has created and I am highly motivated to help trailblazing agencies to be part of changing the narrative and catalyzing change.
I started my marketing career in live events on trade shows across a wide sector of industries. I moved client-side to work for a European menswer retailer and then worked with my husband and for myself once I had a family. This broad experience means that I have seen the best sustainable solutions in a number of different industries. I can share this knowledge and best practice with you.
As I have worked in the ethical arena for over 10 years, I have built up a substantial list of contacts. And if I don't have a specific contact, then I always know where to find one within the sustainable communities I am part of.
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