CIM Marketing Podcast - Episode 89: Deep dive into sustainable marketing

Summary

In this episode of the CIM Marketing Podcast, host Ben interviews Gemma Butler, an educator in sustainable marketing. They discuss the paradox of 'green hushing', where companies avoid discussing sustainability for fear of greenwashing accusations. Butler emphasizes the importance of ongoing dialogue over campaigns, transparency, and the role of marketers in educating themselves and society on sustainable behaviors. The conversation highlights the need for marketers to align their activities with organizational sustainability goals and the challenges of communicating these efforts internally and externally.

Takeaways

• 🌱 **Green Hushing Issue**: Organizations are choosing not to make environmental claims for fear of being accused of greenwashing, which can hinder progress and awareness just as much as greenwashing itself.
• 📉 **Regulation Impact**: Stricter regulations and guidelines on environmental claims have made organizations more cautious, leading to less communication about their sustainability efforts.
• 🔍 **Sustainability Complexity**: Sustainability covers a wide range of issues like decarbonization and biodiversity, making it challenging for companies to address all aspects perfectly, leading to reluctance in communication.
• 🗣️ **Importance of Dialogue**: Marketers should focus on having an ongoing conversation about sustainability rather than treating it as a one-off campaign, to build trust and transparency with consumers.
• 🔑 **Transparency Crucial**: Being open about both successes and failures in sustainability efforts is key to maintaining credibility and consumer trust.
• 🌐 **Digital Carbon Footprint**: Digital marketing, including emails and websites, has a significant carbon footprint, which is often overlooked by marketers.
• 📈 **Marketers' Role in Education**: Marketers need to educate themselves on sustainability to better understand and communicate with consumers and other stakeholders.
• 📉 **Consumer Understanding Gap**: While consumer awareness of climate issues is high, understanding of specific sustainability terms and actions is lagging, requiring clearer communication from marketers.
• 🛍️ **Behavioral Change Focus**: Marketers should emphasize behavior change over technical jargon, making sustainability relatable and actionable for consumers.
• 🌟 **Positive Examples**: Some companies, like Too Good To Go, are successfully using creative language and approaches to engage consumers in sustainable behaviors.
• 🏢 **Internal Alignment Necessary**: For effective external communication, marketers must align with internal sustainability efforts and ensure all departments are informed and on board.

Q & A

What is the term 'green hushing' referring to in the context of the podcast?

Green hushing refers to the phenomenon where organizations choose not to make environmental claims or discuss their sustainability efforts for fear of being accused of greenwashing.

What is the difference between 'sustainable marketing' and 'marketing sustainability' as mentioned in the podcast?

'Sustainable marketing' is about aligning marketing activities with an organization's sustainability agenda, while 'marketing sustainability' is about promoting the organization's sustainability efforts and products or services that are environmentally friendly.

Why do some companies stop talking about their sustainable efforts according to the podcast?

Some companies stop talking about their sustainable efforts due to the risk of greenwashing and the stricter regulations and guidelines around environmental claims, which can lead to them being called out if they cannot substantiate their claims.

How does the fear of greenwashing affect the progress of sustainable marketing?

The fear of greenwashing can lead to 'green hushing,' where organizations refrain from discussing their sustainability efforts, which in turn slows down progress, education, and awareness in the field of sustainable marketing.

What is the importance of transparency in an organization's sustainable agenda according to the podcast?

Transparency is crucial in an organization's sustainable agenda because it helps build trust with consumers and stakeholders, allows for open dialogue about progress and challenges, and encourages honest communication about areas of improvement.

Can you give an example of a company that has been transparent about its sustainability challenges as mentioned in the podcast?

Lego is an example given in the podcast. They attempted something in their sustainability efforts that did not work, and they were transparent about the failure, showing bravery in their communication.

What is the role of marketers in combating green hushing and promoting sustainable marketing?

Marketers play a crucial role in educating themselves about sustainability, understanding consumer behaviors, and translating complex sustainability terms into relatable actions for consumers. They also need to establish ongoing dialogues with customers about sustainability efforts and progress.

How can marketers ensure their marketing activities are sustainable?

Marketers can ensure their activities are sustainable by understanding the carbon footprint of their digital marketing, reducing unnecessary digital waste, and considering the environmental impact of their campaigns and strategies.

What is the significance of the term 'circular economy' in the context of sustainability discussed in the podcast?

The circular economy is a concept where resources are kept in use for as long as possible, promoting behaviors like reuse, refill, and repair. It is significant because it represents a shift from a linear model of production and consumption to one that is more sustainable.

How can marketers bridge the gap between consumer awareness and understanding of sustainability issues?

Marketers can bridge this gap by using clear and relatable language, focusing on behavioral changes rather than technical jargon, and by providing consumers with actionable steps they can take to contribute to sustainability.

What is the impact of digital marketing on the environment, and how can it be reduced?

Digital marketing, including streaming, videos, and servers, has a significant carbon footprint, larger than the aviation industry. To reduce this impact, marketers can optimize their digital strategies to minimize waste, such as by reducing the number of unread emails and streamlining digital content.