The Rise of Sustainable Marketing

In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Laura Costello⁠, Head of Sustainability and Planet Services at youth agency ⁠Thinkhouse⁠, as well as Ireland lead at ⁠Purpose Disruptors⁠. Starting with having Ben & Jerry's as her first client, Laura shares her deep understanding of how marketers can embrace sustainability, avoid greenwashing, and build authentic connections with, especially, younger audiences. She explores what B Corp really means, how brands can shift from consumer focus to community impact, and why storytelling is key to driving meaningful change. Laura’s top 3 tips:1. Sustainability starts with long-term thinking2. Storytelling should focus on values, not just products3. Avoid greenwashing by collaborating with other teams, including legal-----------ResourcesRead about Greenwashing on the DMI blogWARC - Future of EffectivenessThe Good Life campaignUN Pact for the FutureAdGreenClimate Communications--------Timestamps0:00:51 – What Laura is working on now0:03:51 – The meaning and challenges of B Corp certification0:08:30 – Why youth and sustainability are deeply connected0:11:26 – Embedding sustainability without tokenism0:15:30 – Changing consumer expectations and community building0:22:45 – Creative global campaigns that make an impact0:31:54 – Using social media to promote long-term behavior change0:36:06 – Making climate storytelling specific and relatable0:40:53 – Where to start with sustainability in your business0:44:56 – How to measure effectiveness and real impact0:47:25 – The future of responsible consumption marketing0:50:26 – Laura’s career path into climate communications0:52:30 – Lessons learned from the front lines of sustainable marketing-----------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠website⁠⁠⁠, ⁠⁠⁠Apple Podcasts⁠⁠⁠, ⁠⁠⁠Spotify⁠⁠⁠, and ⁠⁠⁠YouTube⁠⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠Join for free today⁠⁠⁠.If you enjoyed this episode, please leave a review so others can find us!

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