Sustainable Marketing: How to Drive Profits with Purpose

Description

Shortlisted for the Business Book Awards 2022 In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. Brands are now expected to convey understanding and concern when it comes to matters such as climate change, carbon footprints and employee welfare. Most importantly of all, they must be genuinely committed to these standpoints - remaining consistent and proactive in their principles. With the rise of more conscious consumers and the belief-driven buyer, organizations ignore sustainability and the spirit of 'doing good' at their own peril. From three marketing experts with decades of experience between them, Sustainable Marketing delivers the new benchmark for modern marketing. This book clarifies the importance of the sustainable approach before providing a comprehensive guide to implementing, driving and maintaining these practices in any organization. A must-read for any business leader or marketing executive, this is a unique and fascinating blend of academic research and practical case studies that will kick-start and inspire sustainable initiatives.

Michelle Carvill is a marketing strategist, digital literacy and social media expert. She is the director and founder of Carvill Creative, a digital marketing consultancy, through which she's worked with organizations such as LinkedIn, BBC Worldwide and PWC. She has three previously published books, including Get Social, which was shortlisted for the Business Book Awards 2019. Gemma Butler is the Marketing Director at the Chartered Institute of Marketing. She previously worked across product management, category marketing and buying at corporations such as Xerox and Sony. She writes a quarterly column in the CIM magazine and has spoken at events such as the CIM Annual Digital Summit, and the House of Commons debating group. Geraint Evans is an award-winning marketing expert, board advisor, speaker and academic researcher. He has held a variety of global marketing leadership roles and has worked on brands such as Odeon, Virgin Media, Tesco and Boots. He has a PhD in Marketing and Entrepreneurship and is a Fellow of The Chartered Institute of Marketing.

Marketeers have a critical role to play in solving the great challenges of our time. To understand how, they should read this book. -- James Perry, Co-Chairman, COOK and Co-Founder, B Lab UK A book for our time. Never has this topic been more relevant. Sustainable Marketing is packed with solid evidence and research to support the clear advice and actions recommended. Ambitious marketeers take good note and act now; others will. -- Sarah Walker-Smith, CEO, Shakespeare Martineau Not only does Sustainable Marketing inform, it also provides practical advice and actionable plans on how the marketing function can engage in taking on the biggest challenge that the world faces. -- Chris Daly, Chief Executive, CIM This book drives you to reappraise the role that sustainability plays, both internally and externally. It moves your perceptions from a consumer trend or something mentioned in a CSR policy, to an integral way in which we can drive 'profit with purpose' in all we do. Sustainable Marketing is a practical guide on how to authentically drive change from board alignment to daily implementation. -- Abigail Dixon, Founder & Director, Labyrinth Marketing A thoughtful, informative and practical guide that will transform businesses for the better. Every business leader needs to read this. -- Victoria Page, Founder, Victoria Page Communications Sustainable Marketing provides a rounded and comprehensive view of key issues such as sustainable supply chain management, packaging, and responsible marketing. With case studies and practical advice on how to drive business transformation, it is a must-read book given the importance of the issues covered for consumers, employees and governments. -- Chris Bartley, Innovation and Partnerships Director, MedShr As we reach a tipping point in society that links our resiliency to the way the economy works, Sustainable Marketing is a timely reminder that clear commitments and accountability around sustainability become essential components of a future fit business model. -- Chris Grantham, Executive Director, Circular Economy, IDEO Want to support your organization to build a better world? This easy-to-digest book is packed with the latest trends, facts and statistics to help the experienced marketer, those pivoting their careers or just starting out. -- Catherine Weetman FRSA FCILT, author of 'A Circular Economy Handbook' A valuable handbook for marketers at all levels of seniority to lead sustainable change in their organisations. By balancing research and pragmatic analysis, the authors provide clear action steps to turn a daunting endeavour into an exciting sustainability roadmap. -- Lucie Montel, Founder & Director, Project Integrity Ltd Sustainable Marketing is a Swiss Army knife of a book, engagingly weaving research-based frameworks, compelling case studies and practical ideas on how to promote and drive sustainability within business. Sustainability is an issue for every person on the planet and this book shows you how to ensure that it gets on everyone's agenda. -- Rob Baker, Founder and Director, Tailored Thinking and author of 'Personalization at Work' Through a number of case studies, Sustainable Marketing offers an opportunity to gain a crucial understanding of sustainable practices and is a great tool for anyone aspiring to venture into this very relevant field. -- Caroline Heinz, Senior Sustainability Consultant, Sofies A well-researched, balanced and action oriented primer for marketing professionals looking to understand sustainability and what it means for them. -- Lisa Dittmar, Circular Economy Practitioner A definitive guide for the next generation of marketers, it's refreshing to see the integration of theory and practice in this evidence-based introduction to sustainable marketing. It contains astute observations and useful insights to guide marketing strategy on how doing good creates value. A wealth of knowledge and sound advice for forward-thinking businesses. -- Leeya Hendricks, Chief Marketing Officer, Delta Capita