Can Marketing Save the Planet?

Urgent, relevant and actionable, this is a book that anyone who does marketing needs to read and take action on. -- Seth Godin * Founding Editor, The Carbon Almanac * As Marketers we need to question whether we are part of the problem and if we’re part of the problem, then we should be changing our objectives to become part of the solution. Our objective should be to help consumers engage in more sensible consumption. For those serious about driving a more sustainable future, this book offers Marketers a wealth of practical guidance. -- Philip Kotler * S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University * It strikes me that this is a book which serves multiple audiences equally well: both a compelling “Why To” guide for those who need to be inspired and nudged towards taking sustainability action, and an effective “How To” guide for those who have already figured out their “Why”. For Marketers who are already convinced of the importance of sustainability and who want help and advice on how to play their part in the transformation of their businesses and achievement of SDGs, this book acts as a highly actionable how-to guide – clarity on both strategic and tactical opportunities for making real and rapid progress for their business and for wider society. For these enlightened Marketers, this is a perfect desktop companion, and will become as well-thumbed as my Thesaurus was back in my early copywriting days! It’s the kind of book that should come with a pack of those post-it page markers, because people will want to mark up their copies for easily finding key chapters again and again. For marketers who are less enlightened, reading this book cover to cover will help them understand the challenge and the opportunity sustainability brings them and their businesses, and enable them to find their “Why”. And once they’ve found their why, the book then provides them with a compendium of strategies and actions to help them discover their how. -- Caroline Taylor OBE * Former CMO, IBM Global Markets * An inspiring and practical tour de force, lighting the path to the future of the marketing profession. Essential reading for all Marketers. -- James Perry * Co-Chairman of COOK, Co-Founder of B Corp movement in the UK * Each one of these 101 ways Marketing Can Save The Planet is spot on. This book is a must-read for Marketers and everyone who knows that sustainability is a communications challenge. -- Solitaire Townsend * Chief Solutionist & Co-Founder of Futerra * Can Marketing Save the Planet? stands as a testament to the lucidity and clarity of Gemma and Michelle’s writing. Rather than attempting to entirely reinvent the wheel of marketing, they’ve skilfully re-envisioned it through a sustainable lens. Their insights are universally applicable, catering to Marketers in companies of all sizes across various sectors. Moreover, with its comprehensive nature – leaving no stone unturned – and packed with over 300 actionable insights, this book is undeniably the most practical and indispensable guide for anyone venturing into sustainable marketing. Hats off to Gemma and Michelle for delivering such a groundbreaking resource! -- Wim Vermeulen * Director of Strategy and Sustainability at Bubka (BCorp), author, and documentary maker * An engaging and inspiring guide for experienced marketing practitioners, those just starting out, or small businesses wanting to align their marketing and sustainability ambitions, this book helps you navigate the maze of information and plan a practical, purpose-driven pathway. It covers a wide range of topics: from carbon footprints to the circular economy, from carrot or stick to collaboration, from customer insights to changing behaviours. Building on their experience and passion for sustainability and marketing, Michelle and Gemma share insights from a wide range of leading thinkers, all underpinned with accessible research and reports. The result is an easily digestible compendium of bite-size chapters, each with actionable takeaways and useful resources – highly recommended! -- Catherine Weetman FRSA FIEMA * host of the Circular Economy podcast and author of A Circular Economy Handbook: How to Build a More Resilient, Competitive and Sustainable Business * In a world where environmental concerns are paramount, this book is a beacon of hope, showing how marketing, when wielded responsibly, can be a powerful driver of a more sustainable and eco-friendly future. Can Marketing Save the Planet? is not just a book; it is a roadmap towards a greener and more sustainable world. A must-read for anyone who believes in the power of communication and branding to drive positive change. -- Jaideep Prabhu * Professor of Marketing, Cambridge Judge Business School * Marketing can, and must, save the planet. For any Marketer wondering where on earth to start, this book is a deeply practical, meticulously researched gloves-off guide on how to do it. With core terms and concepts explained, inspiring case studies, and practical actions to take at the end of each chapter, you’ll finish the book feeling fully equipped to play your role in helping solve humanity’s most pressing problem. -- Tessa Clarke * Co-founder & CEO, Olio, the local sharing app * A powerful and inspirational read from two leaders of sustainability knowledge specifically aimed at a global marketing profession. From the introduction and reading the Sustainable Marketer Manifesto you will be hooked and inspired to read on and learn how as a Marketer, you play a pivotal role in helping to tackle the climate crises. It’s full of easy to understand knowledge and practical action plans to implement in your organization. Can Marketing Save the Planet? It’s a resounding YES after reading this book. -- Asif Choudry, FCIM * Chartered Marketer, Sales and Marketing Director, Resource * This brilliant book doesn’t shy away from the daunting task at hand, but it left me inspired that change is possible. Planet positive can be profit positive, and marketing leaders ought to be the driving force behind this movement. -- Gavin Sheppard * Chief Executive, Pinwheel * A book packed with useful resources and references. It’s authoritative with practical actions to take! -- Adam Bastock * Small99 * The authors of Can Marketing Save the Planet? have covered everything that anyone working in marketing, could possibly want to know about ethical and sustainable marketing – from net zero, to employee engagement, education, and learning, ESGs, CSR, greenwashing, working with activists, innovation, green websites, to use of language…and so much more! It’s a hugely comprehensive book, with a core message to help marketers drive sustainability and change – inside and out. The book is packed with the latest learnings, case examples and trends. If you are in marketing or in business, this book will become your best read and your best friend. -- Sangeeta Waldron * Founder, Serendipity PR & Media, and author * If you are looking for an illuminating guide on navigating the landscape of sustainable marketing, this is the gem you need. Packed with helpful tips and tools, it enables marketers to take actionable steps to turn challenges into opportunities. Relevant case studies will inspire Marketers to learn from successful models and foster the collaborative mindset which is so crucial to the success of achieving a sustainable future. -- Jackie Marshall * Head of Brand and Public Engagement, Fair Trade UK * Michelle and Gemma have turned around their lives and careers in response to what they have learned about the climate emergency. And now they are making their hard won lessons easily available to all of us who might follow. Their action-packed new book offers us a practical pathway to lean into our most pressing challenges, future-proof our businesses and thrive by doing something more meaningful with our marketing. I cannot recommend it highly enough. -- Paul Skinner * author of The Purpose Upgrade and Founder of MarketingKind * From the passionate change agents to those just dipping their toes in the water of marketing for climate good, this book gives practical advice and tips for everyone on how to challenge and reform a marketing system to save the planet. Essential reading for anyone who believes in a values-based approach to communications and is keen on leaving a world behind for the next generation. -- Sophie Howe * the first Future Generations Commissioner for Wales * Uber comprehensive, thoroughly thought-provoking, unbelievably relevant and ultimately actionable. I highly recommend this game-changer in modern marketing strategy... and yes, armed with this insight, “Marketing CAN save the planet”! -- Sarah Walker-Smith * CEO Ampa & Shakespeare Martineau * In my opinion, the #1 problem in climate change is storytelling. We need to be telling the right stories to the right people. We’re getting better at it, but there’s still a lot of work to be done. If you don’t think marketing is a climate job, pick up this book and think again! -- Zach Stein * Co-Founder, Carbon Collective * Wherever you are in your organization’s sustainability journey, Can Marketing Save the Planet? is an essential repository of information, knowledge and resources for actionable climate impact. For internal communicators looking to add strategic value, it has everything you need to engage and inspire internal stakeholders, for a more agile transition to Net Zero business. -- Cat Barnard * Director, Working the Future * Michelle and Gemma have distilled a wealth of experience and information into a perfect balance of provocations and practical resources. An Action-orientated guide to help marketers reimagine the role of marketing as the world transitions to a more regenerative and net zero future. It’s a book you can refer to again and again. -- Laura Wade * Global Head of Sustainability Strategy, essencemediacom * Reimagining marketing’s role, this book champions it as a dynamic force for good. With concise and insightful standalone sections, it offers actionable insights guiding Marketers to practices for a thriving world. -- Dr. Mark Bloomfield * Founder of Transformation Tour, Founder of Turbulence, Fellow at Cambridge Judge Business School * This book is a useful, in-depth, yet practical guide – for using marketing and Marketers’ influence as a force for good – good for the organization(s), communities, societies and economies that marketers work with, live in and depend on. -- Slavina Dimitrova * Founder of Slavina Marketing * A call to arms that is bringing empowerment, hope and optimism encouraging its readers to mobilize and become part of the solution. I strongly believe the Climate Emergency has a communication issue – marketing has the ability to help connect us to solutions and speak to people where it really matters, to their hearts. -- Hannah Cox * The Better Business Network * Much has been written on sustainability in the last decade, but very little of relevance for marketing professionals. This new book covers huge amounts of ground for marketing teams, often on the backfoot when it comes to ESG conversations. From Circular Economy to Carbon Footprint, from Greenwashing to Degrowth, every topic is covered in a succinct and digestible fashion. The final section on Measurements and KPIs is of extraordinary value. Carbon budgets are suddenly much easier to understand. If you work in marketing and you want to know precisely what is happening in sustainability right now, then this is the quickest route to knowledge. -- Paul Foulkes-Arellano * Founder, Circuthon Consulting * A great walk along the pathway of change to a sustainable future. Highlighting how credible marketing can provide an essential lever for change and signposting vital resources. -- Illana Adamson, BCS (Hons), IEMA * CEO Be Better (board advisor, thought leader, C-Suite sustainability coach) *