Can marketing save the planet?

with Gemma Butler

Sustainability has rightly been on the business agenda for quite some time – as global citizens we can no longer ignore the devastating consequences of our actions. But what role does marketing play when it comes to tackling climate change? 

Michelle is a strategic marketer and digital agency founder and Gemma is Chief Community Officer at social platform WeAre8. In 2021, together they wrote the award-winning book, ‘Sustainable Marketing – How to Drive Profits with Purpose’ and since have immersed themselves in championing sustainable marketing bringing education and awareness to marketers to use their skills, creativity and influence as a force for good.

Aligned with this endeavour, together, they co-host the Can Marketing Save the Planet podcast, have created the Sustainable Marketing Manifesto (a hippocratic oath for responsible marketing – on a mission to align the approx. 10.6M marketers on the planet) and curate a Learning Zone, positioned as the ‘ultimate toolkit for sustainable marketing’.

We got to chat with Gemma Butler, the Chief Community Officer at WeAre8, and co-founder of the ‘Can Marketing Save The Planet’ initiative with Michelle Carvill. We covered:

• Where to get started with sustainable marketing
• Finding the confidence to challenge where more progress is needed
• How to avoid the term ‘greenwashing’
• How to make sure sustainability is prioritised in all marketing strategy and delivery