Sustainable Marketing: The Industry's Role in a Sustainable Future

by Paul Randle, Alexis Eyre

Overview

Becoming a sustainable marketer is no longer an optional extra. Sustainability has become a necessity for the future, but do you feel confident delivering on this for your clients and customers?

Sustainable Marketing is a blueprint for embedding sustainability at the heart of marketing. Exposing the disturbing reality of marketing's current relationship with many of our environmental and societal problems, it challenges the traditional role of marketing, its cultural norms and gross inefficiency. It goes on to present a compelling vision for change and a practical guide for marketing professionals, equipping them with the mindset and tools to transform their daily work and the industry as a whole, into a force for good.

This is the perfect guide for marketing and sustainability professionals working through their company's sustainable transformation whilst trying to avoid the pitfalls of greenwashing and carbon myopia. Written by experts who apply their unique framework to the issue, this book takes what may feel like an insurmountable challenge and breaks it down, giving in-depth advice and providing real-world success stories from companies of all sizes including Tony's Chocolonely, The Onlii and AkzoNobel.

Product Details

ISBN-13:	9781398613133
Publisher:	Kogan Page, Ltd.
Publication date:	12/26/2023
Pages:	328
Product dimensions:	6.14(w) x 9.21(h) x 0.89(d)

About the Author

Paul Randle is co-founder of the Sustainable Marketing Compass and CEO of Pickle Consulting Ltd based in Berkshire, UK. He has worked with global brands like Microsoft, BSI, Philips, VISA, Omicom and Dentsu.

Alexis Eyre is co-founder of the Sustainable Marketing Compass, and co-founder of Sustainists. Based in Hampshire, UK, she has worked on all three sides of the marketing triangle - agency, client and media owner side - and has spoken at the Business Green NetZero Festival.

Both assess on the Sustainable Marketing, Media and Creative course at the Cambridge UniversityInstitute for Sustainability Leadership.

Table of Contents

** Chapter - 00: Introduction; * Section - ONE: An introduction to sustainability; ** Chapter - 01: Getting ready for the journey; ** Chapter - 02: An introduction to sustainability; ** Chapter - 03: Deciphering the world of sustainability; ** Chapter - 04: Marketing and the environmentalist movement; * Section - TWO: The role of marketing; ** Chapter - 05: The great acceleration and the golden era of marketing; ** Chapter - 06: The sustainable impacts of marketing; ** Chapter - 07: The role of marketing – the ‘engine of growth’?; ** Chapter - 08: The mindset of marketing; ** Chapter - 09: The current state of marketing; ** Chapter - 10: The need for a new role for marketing; * Section - THREE: The tools for sustainable marketing; ** Chapter - 11: The origins, objectives and introduction to the sustainable marketing compass; ** Chapter - 12: Embedding sustainability at the heart; ** Chapter - 13: Strategic foundations; ** Chapter - 14: Activation pillars; * Section - FOUR: Building sustainable marketing capability; ** Chapter - 15: The sustainable data universe; ** Chapter - 16: Capability development and the parallels to digital transformation; ** Chapter - 17: Your personal resilience journey; ** Chapter - 18: Call to action;

Editorial Reviews

"This is as broad ranging as it is beautifully written."

Rory Sutherland

"Essential reading for a new generation of marketeers motivated to rediscover the meta-purpose of marketing - long-term wellbeing for all. Randle and Eyre analyze the current state and impacts of marketing, highlighting the flaws of conventional approaches and proposing a new role and mindset. Critically they provide the frameworks and practical tools needed to create true value for business and consumers alike."

Anna Lungley

"This book takes the reader through a journey - providing important context, clarity on core concepts (this area can be overwhelming on the technical front) and necessary agitation. But it doesn't leave you hanging... it then goes on to provide an approach that will help marketing know where to start and then where to go next. This will be the book that will be referred to in academic and industry circles in the future, a seminal guide to reframing marketing for a new era."

Deb Caldow

"This book is a blueprint for saving marketing as a profession in our chaotic times. Marketing has become synonymous with over-consumption, but as this book so clearly articulates there's another destiny possible, in which marketing makes sustainable solutions not just possible, but desirable. Every marketer must read this book or be left behind as sustainability skills become a 'must have' on every resume."

Solitaire Townsend

"All businesses need certainty. If there is one thing that is certain in the next decade, it is that every business and every marketer will need to confront the reality of climate change. Business as usual is gone. Every marketer will be working in this new reality. It is both a huge threat and a generational opportunity. Alexis and Paul's incredibly researched book is essential reading for every marketer, not just those currently engaged in sustainability. It will make sense of the chaos, help future proof your career and set you on a path to be on the right side of history!"

Jake Dubbins

"Sustainable Marketing provides the guiding light and framework for marketers to reorient their mindset and actions to a new standard of marketing that enables long-term well-being for all and makes businesses flourish. It will propel them into rapid action and meaningful storytelling, accelerating their commitment to the UN Sustainable Development Goals. As a result of reading this book, marketers will know they are doing the most meaningful work of their careers - for the sake of the planet and society, their organisation and their loved ones. Brilliantly written, researched and referenced, it's the new authority for the future of marketing."-- "Madeleine Cooper, CEO & Founder, Flourish"

"All businesses need certainty. If there is one thing that is certain in the next decade, it is that every business and every marketer will need to confront the reality of climate change. Business as usual is gone. Every marketer will be working in this new reality. It is both a huge threat and a generational opportunity. Alexis and Paul's incredibly researched book is essential reading for every marketer, not just those currently engaged in sustainability. It will make sense of the chaos, help future proof your career and set you on a path to be on the right side of history!"-- "Jake Dubbins, Co-founder, Conscious Advertising Network"

"An essential handbook that offers frontline marketers, hope and practical guidance, via measurable frameworks, enabling sustainable marketing to become a reality, and a genuine force for societal good. An outstanding achievement."-- "Mary Keane-Dawson, Chair, British Interactive Media Association (BIMA)"

"Essential reading for a new generation of marketeers motivated to rediscover the meta-purpose of marketing - long-term wellbeing for all. Randle and Eyre analyze the current state and impacts of marketing, highlighting the flaws of conventional approaches and proposing a new role and mindset. Critically they provide the frameworks and practical tools needed to create true value for business and consumers alike."-- "Anna Lungley, Chief Sustainability Officer, dentsu"

"I love this book! A pointed evisceration of a marketing industry that's helped put us on the 'Highway to Hell'. A Big Idea to help turn the sector from climate destroyer to climate champion. And, crucially, a practical route map for everyone in the sector to turn this dream into day-to-day reality."-- "Mike Barry, Sustainable Change Agent, Former Director of Sustainable Business M&S"

"It's usually outsiders and 'activists' that call for things to change. But when insiders start to do this, you know things are serious. As seasoned marketing professionals Alexis and Paul are the leaders the marketing profession will come to thank. They have laid it all out -- the stark reality of marketing's current relationship to our climate and ecological emergency and a hopeful, solution-based focus to use our powers differently. If you work in marketing and want to look back at this moment with pride, this is the book to read right now."-- "Jonathan Wise, Co-Founder, Purpose Disruptors"

"The Sustainable Marketing Compass helps to embed sustainability at the heart of the business. An essential part of the arsenal for marketers who want to move away from extractive value creation to one where people, planet and prosperity thrive, interdependently, together."-- "Rupen Desai, CMO & Venture Partner at Una Terra."

"This book is a blueprint for saving marketing as a profession in our chaotic times. Marketing has become synonymous with over-consumption, but as this book so clearly articulates there's another destiny possible, in which marketing makes sustainable solutions not just possible, but desirable. Every marketer must read this book or be left behind as sustainability skills become a 'must have' on every resume."-- "Solitaire Townsend, Chief Solutionist, Co-Founder of Futerra and author of The Solutionists"

"This book takes the reader through a journey - providing important context, clarity on core concepts (this area can be overwhelming on the technical front) and necessary agitation. But it doesn't leave you hanging... it then goes on to provide an approach that will help marketing know where to start and then where to go next. This will be the book that will be referred to in academic and industry circles in the future, a seminal guide to reframing marketing for a new era."-- "Deb Caldow, Global Sustainability Marketing Director, Diageo"

"This is as broad ranging as it is beautifully written."-- "Rory Sutherland, Vice Chairman, Ogilvy UK"

From the Publisher

"The Sustainable Marketing Compass helps to embed sustainability at the heart of the business. An essential part of the arsenal for marketers who want to move away from extractive value creation to one where people, planet and prosperity thrive, interdependently, together."

CMO & Venture Partner at Una Terra. Rupen Desai

"I love this book! A pointed evisceration of a marketing industry that's helped put us on the 'Highway to Hell'. A Big Idea to help turn the sector from climate destroyer to climate champion. And, crucially, a practical route map for everyone in the sector to turn this dream into day-to-day reality."

Mike Barry

"An essential handbook that offers frontline marketers, hope and practical guidance, via measurable frameworks, enabling sustainable marketing to become a reality, and a genuine force for societal good. An outstanding achievement."

Mary Keane-Dawson

"It's usually outsiders and 'activists' that call for things to change. But when insiders start to do this, you know things are serious. As seasoned marketing professionals Alexis and Paul are the leaders the marketing profession will come to thank. They have laid it all out ­- the stark reality of marketing's current relationship to our climate and ecological emergency and a hopeful, solution-based focus to use our powers differently. If you work in marketing and want to look back at this moment with pride, this is the book to read right now."

Jonathan Wise

"Sustainable Marketing provides the guiding light and framework for marketers to reorient their mindset and actions to a new standard of marketing that enables long-term well-being for all and makes businesses flourish. It will propel them into rapid action and meaningful storytelling, accelerating their commitment to the UN Sustainable Development Goals. As a result of reading this book, marketers will know they are doing the most meaningful work of their careers - for the sake of the planet and society, their organisation and their loved ones. Brilliantly written, researched and referenced, it's the new authority for the future of marketing."

Madeleine Cooper