Michelle Carvill - Sustainable Marketing: How to Drive Profits with Purpose

The future of marketing is to enable a business to make sustainable profits by selling good products and services whilst respecting planetary boundaries or sustainable marketing. If you are a marketer, this is an inspiring vision because it shows how you can shape a better world. To understand how to make this vision a reality, read this book.

James Perry, Co-Chairman, COOK and Co-Founder, B Lab UK

I thought I knew a great deal about this subject until I read this book. If you didnt believe in the power of sustainable marketing before; you will after you read this but more importantly you will also know how to do it.

Sarah Walker-Smith, CEO, Shakespeare Martineau

At a time when society is looking to organizations to be a catalyst for positive change, and the need to communicate effectively could not be more important, this book demonstrates the critical role marketing plays in driving change and building trust. Not only does Sustainable Marketing inform, it also provides practical advice and actionable plans on how the marketing function can engage, both internally and externally, 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, this book 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 organizations. 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 everyones 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

If youre looking to understand what sustainable marketing means and how to introduce this effectively into your business, the contents of this book will give you a Formula 1 start. Each chapter unwraps the complexities of sustainability, giving the reader a definitive understanding of why this all matters. Every company is moving towards a more progressive future where both people and the planet benefit from sustainable endeavours and an overriding commitment to change. Sustainable Marketing should be top of every marketeers reading list because it gives you all the know-how you need to go forward and make it count.

Richard Rawlins, CEO, Finn

Contents

Welcome to Sustainable Marketing ! We know there are so many other business and marketing books you could have chosen, so we are truly grateful you selected this one!

Sitting at the heart of brand, communications, stakeholders and product development, we believe that marketers have a significant role to play when it comes to promoting and driving sustainability, whether its within your organizations, with your consumers or within the wider world.

We also believe that the key to delivering meaningful, tangible change is focusing on providing practical education and help to your colleagues, partners and customers wherever possible, and that whilst you can undoubtedly improve all areas of your business, it is ineffective to try to change everything at once. As marketers, we also need to recognize that we are a key part of the problem itself the products and services we so expertly research, develop and market inevitably require resources, many of which are highly likely to produce some waste.

The authors of this book are all experienced marketing practitioners, who, hopefully like you, are passionate about developing their knowledge of sustainability and what responsible marketing really means when its put into practice, to practically make a real difference. No longer can the marketing and commercial professions ignore their impact on the environment. In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, stand up for things theyre passionate about, and importantly, follow through on the promises they make.

We were inspired to write this book following numerous conversations with fellow marketing professionals and business leaders, increasing numbers of whom are seeking to embrace a profits-with-purpose approach to their marketing strategy whilst still naturally keen to ensure that their companies continue to grow. Our intention in this book therefore is to both educate and bring awareness of the current realities we face and provide some ideas and benchmarks for what best practice in sustainability looks like for modern marketers, as well as how to embrace a cause-led strategy. Ultimately, we want to help you grow, whilst at the same time learning how to leave the world a better place!

We will explore a variety of related and highly relevant issues from the current global picture on sustainability and gaining true boardroom buy-in, to offering practical day-to-day advice to enable marketing professionals to take the lead in driving sustainable practice within their company. The book also details inspiring examples of best practice and direct interviews from companies from all over the world that are using sustainability as a source of brand loyalty and competitive advantage.