The Rise of Sustainable Marketing
Ahead of the Game - A podcast by Digital Marketing Institute - Vineri
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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 thinking
2. Storytelling should focus on values, not just products
3. Avoid greenwashing by collaborating with other teams, including legal
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Resources
- Read about Greenwashing on the DMI blog
- WARC - Future of Effectiveness
- The Good Life campaign
- UN Pact for the Future
- AdGreen
- Climate Communications
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Timestamps
0:00:51 – What Laura is working on now
0:03:51 – The meaning and challenges of B Corp certification
0:08:30 – Why youth and sustainability are deeply connected
0:11:26 – Embedding sustainability without tokenism
0:15:30 – Changing consumer expectations and community building
0:22:45 – Creative global campaigns that make an impact
0:31:54 – Using social media to promote long-term behavior change
0:36:06 – Making climate storytelling specific and relatable
0:40:53 – Where to start with sustainability in your business
0:44:56 – How to measure effectiveness and real impact
0:47:25 – The future of responsible consumption marketing
0:50:26 – Laura’s career path into climate communications
0:52:30 – Lessons learned from the front lines of sustainable marketing
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