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a) Produce evidence which shows how you have created comms that are ethical and diverse, this can include any social media posts, email marketing etc.

b) 1 page listing how you have ensured any claims in those comms are not misleading, and also ensuring that your comms are accessible, e.g. the correct colours have been used etc.

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Use this tool to test the accessibility of your company brand colours

https://colourcontrast.cc/

Don’t know the hex colours? https://imagecolorpicker.com/

Take a screen shot of the report and add here.

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How can the following content be made accessible to a wider audience?

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How can the following content be made accessible to a wider audience?

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Video

Audio

Colours

Readability

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Use this tool to test the accessibility of your company website

https://www.accessibilitychecker.org/

Did it pass?

If not, what did it fail on?

Take a screen shot of the report and add here.

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What marketing activities consume the most energy (Production and execution)

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What marketing activities consume the most energy (Production and execution)

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Name the biggest sustainability issues facing the world today (5 please)

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Name the biggest sustainability issues facing the world today (5 please)

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What clarification would a company need to give for each of the following statements for it not to be considered greenwashing?

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What clarification would a company need to give for each of the following statements for it not to be considered greenwashing?

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1. Our products are 100% sustainable

2. Our packaging is made from recycled materials

3. We are committed to becoming plastic-free by 2030

4. Our factories are powered by renewable energy

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Definition of Greenwashing and find an example of when a company has been accused of Greenwashing and why they were accused of this.

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marketing sustainability & sustainability in marketing

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marketing sustainability & sustainability in marketing

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Give two examples of each.

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What is marketing sustainability?

What is sustainability in marketing?

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At the end of the training you will be able to:

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At the end of the training you will be able to:

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Understand the difference between Marketing Sustainability and Sustainability in Marketing

Be able to ensure your comms are inclusive by using different tools to make sure they are complying with relevant guidelines

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A Detailed Analysis of Sustainability Marketing

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Peloton bike Christmas advert | The Gift That Gives Back

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marketing sustainability is when you promote your products or services that are eco friendly

sustainability in marketing is a product of service that positively impacts the environment

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Sustainability in marketing is the practice of promoting and selling products or services that are environmentally and socially responsible.

Marketing sustainability is how businesses adopt sustainable practices in their marketing strategies. It includes promoting sustainability through communication, fostering brand loyalty with eco-conscious customers, and aligning marketing campaigns with sustainable values.

The key difference is that sustainability in marketing is about integrating sustainability into the product/service, while marketing sustainability is about using sustainable principles in marketing approaches and strategies.

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Marketing sustainability

Focuses on how a company presents its sustainability efforts to the public. The goal is to improve the company's image and market position.

Sustainable marketing

A broader strategy that aims to reduce negative impacts and increase positive contributions to society. It's about doing business in a way that supports long-term value for people, the planet, and profit

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Marketing sustainability - Promoting products that are eco friendly and sustainable.

Sustainability in marketing - A product within marketing which impacts the environment in a positive and effective way.

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Marketing sustainability refers to a system or institution that exchanges goods and services in a way that is ethical, sustainable, and environmentally conscious

Sustainability marketing is a marketing strategy that promotes products and services that are environmentally or socially conscious. It also incorporates sustainability into a company's brand values and practices.

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Marketing sustainability is promoting eco-friendly products, services, and practices in a way that aligns with environmental, social, and ethical values.

Sustainability in marketing involves incorporating sustainable practices into all aspects of marketing, such as using recyclable materials.

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Example of Marketing Sustainability:

A clothing brand promoting its new line made from 100% recycled materials.

Example of Sustainability in Marketing:

A business uses biodegradable packaging for products and mentions this in its marketing campaigns to appeal to eco-conscious customers.

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Marketing Sustainability examples:

Using sustainable materials

Businesses can use biodegradable and recycled materials for physical marketing materials, such as paper, and promotional items, such as canvas totes, stainless steel tumblers, and cotton beach towels.

Charitable giving

Businesses can donate profits to sustainable causes or create campaigns around issues that resonate with customers. This can help businesses gain visibility and strengthen their image.

Sustainability in Marketing examples:

Reusable packaging

Businesses can encourage customers to reuse packaging by returning it, which helps reduce waste and improve sustainability.

Transparency

Businesses can show their commitment to sustainability by being clear about the materials used in their products and how they are made.

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marketing sustainability - Patagonia promoting its clothes as sustainable and eco friendly for the environment.

Sustainability in marketing - A company using recycled and re usable packaging and materials

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marketing sustainability:

Patagonia have pledged 15 of sales to the preservation and restoration of the natural environment since 1985. In 2022, that means a total of $140 million so far. They have also set an aim to be completely carbon neutral by 2025.

sustainable Marketing :

Household cleaning products supplier, Smol, offers cleaning spray tablets that dissolve in water and can be used with refillable spray bottles to eliminate single-use plastics.

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Sustainable Marketing

Patagonia

Connect With Environmental Action Groups - Patagonia Action Works

Marketing Sustainability

Dr Pepper

Bottle is fully recyclable

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Connect With Environmental Action Groups - Patagonia Action Works

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Patagonia Action Works connects you to environmental action groups in your community. Find events, petitions, and volunteer opportunities near you.

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examples pf marketing sustainability

ethical sourcing- ensures that the materials used by a business are sourced from suppliers that follow ethical and sustainable business practices. an example of this is suppliers provide fair wages and working conditions for employees, not employ child labor practices, use environmentally friendly production methods where possible, and do not source materials from environmentally sensitive areas.

promoting clothing that come from recycled materials- showing eco friendly initiatives

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sea levels rising

climate change

poverty

plastic pollution

deforestation

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Air pollution

Deforestation

Food waste

product/ material waste

climate change

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Climate Change

Waste Management

Air Pollution

Deforestation

Water Scarcity - lack of fresh water sources

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Waste management

Water scarcity

Biodiversity loss

Deforestation

Climate change

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Climate change

Considered the most urgent environmental crisis by scientists and experts, climate change is a high-profile challenge facing the world today.

Air pollution

Exposure to PM2.5 has been linked to many long-term health issues, including heart and lung disease.

Biodiversity loss

Human consumption, population, global trade, and urbanization have resulted in humans using more of the Earth's resources than it can replenish.

Water pollution

Water pollution causes more than 100,000 deaths and economic losses of USD$1.5 trillion each year.

Environmental impacts of products

The total environmental impacts of consumption are increasing as brand companies use corporate sustainability for competitive advantage

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Climate change

Deforestation

Plastic pollution

Air pollution

Overconsumption

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making a product, policy, or activity appear more environmentally friendly than it actually is

Volkswagon - They lied about their test results on pollution tests and modifying engine software

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Greenwashing is the use of green marketing and green PR to persuade the public that a company's products, goals, or policies are environmentally friendly.

Volkswagen is a classic example of greenwashing, as they admitted to cheating on emissions tests.

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Greenwashing refers to the practice of conveying a misleading impression about how environmentally friendly a company's products or practices are. This term describes actions taken by companies to appear more sustainable or responsible than they truly are, often through deceptive marketing tactics.

H&M

H&M was found to be one of the worst offenders in the fast fashion industry, with 96% of their sustainability claims deemed misleading. The company's "Conscious Choice" collection used environmental scorecards that overstated products' environmental soundness

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green washing is when a company uses green marketing to persuade the public that the companies product goals and services are environmentally conscious but it actually isn't.

A company that has done this is Starbucks, they introduced a straw-less lid as part of its sustainability plan, but this lid actually contained more plastic that the old and straw and lid. (I worked here during this period and it was such a pointless thing)

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Greenwashing occurs when a company provides misleading or false claims about its products, services, or practices of being environmentally friendly. It involves tactics like vague labels and unverified claims.

Example: H&M faced accusations of greenwashing in 2019 with its "Conscious Collection". This clothing line was marketed with terms like "sustainable fashion innovation" yet lacked sufficient evidence or transparency to justify these claims.

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Green Washing is misleading consumers by exaggerating or falsely claiming environmental benefits of their products or services, often to appear more sustainable than they truly are.

Nike - Move to Zero Campaign

Exaggerated Claims - aimed at achieving zero carbon emissions and waste instantly.

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Our packaging is made from recycled materials:

state the specific material and packaging

is it 100% recycled?

Committed to become plastic free by 2030:

how? what measures are in place? what are you doing to make this happen?

factories powered by renewable energy:

what energy is being used and how often

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1) There are different verification solutions: Independent third-party auditing. Certification schemes. Scientific Laboratory-Based Testing Approach.

2) Create and present a clear plan showing year by year progress on how they are going to get this done

3)In depth reports that have been audited by non biased, respected organisations

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Packaging is made from recycled materials

Explain what parts of the packaging are made from recycled materials7

Explain what materials they use

Committed to being plastic free by 2030

Share road map / action plan of what they intend to do to reach that goal. - Being honest and transparent

Powered by renewable energy

what percentage of the factory is powered by it

what energy sources do you use

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statement 1 - they would need to ensure that every product they release genuinely are 100% sustainable in every way.

statement 2 - they would need to make sure all materials used on their packaging are recyclable and there is no element of un recyclable materials within the packaging.

statement 3 - They need to be actively doing things which are helping them become plastic free

statement 4 - what energy is being used and how often are they using

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our packaging is made from recycled materials

can get a certification from 'sis global services' who have a recycled content certification- the product or service would come with a 'stamp of approval'

products has materials that can be reprocessed and reused such as paper glass metals and certain plastics.

we are committed to becoming plastic free by 2030.

create a clear and concise sustainability plan of what targets you wants to achieve each year to become plastic free

our factories are powered by renewable energy

-can get renewable energy certificates that backs up the companies statement. also be transparent on where their energy is coming from and how much they are using

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1st Statement:

Clarification needed. Define "sustainable" and explain how the products meet this definition. Provide evidence such as certifications, details about the manufacturing process, materials sourcing, etc.

2nd Statement:

Specify the percentage of recycled content in the packaging. Disclose limitations. State whether the materials are post-consumer or pre-consumer recycled content.

3rd Statement:

Include details about what plastic-free means. Outline a clear measurable roadmap with milestones showing progress towards the goal.

4th Statement:

Specify the percentage of energy sourced renewable and the types. Provide evidence such as renewable energy certificates.

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low

email marketing

digital designs for social media

videos

seo

medium

leaflets (paper usage)

packaging- manufacturing

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Low to high

email marketing

printed - leaflets/magazines

social media - written

social media - videos

SEO

television / radio

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Product Launch Campaigns

PR outreach

Influencer Marketing

Popup Shops / Interactive Brand Experiences

Television & Video Ads

Event Marketing

Social Media / Paid Ads

Email Marketing

Content - blogs, podcasts & long form video

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Printing/producing offline marketing channels, such as leaflets, banners, newspaper ads, Billboards. These marketing activities consume lots of energy in production which comes at a costly expense.

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Digital Marketing Infrastructure:

Data centres

Programmatic Advertising

Events Marketing:

Events

Virtual events

Digital Billboards

Content Production:

Video and Photo Shoots

Media Editing

Print and Physical Media:

Printed Materials

Distribution

E-commerce and Direct Mail:

Packaging

Logistics

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email mailchimp

Leaflets / questionaires

Social media videos and posts

SEO

Radio

Television

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Video:

Add subtitles/captions

Provide transcripts

Audio descriptions

Player controls

Audio:

Transcripts

Quality

Speed control

Colours:

High contrast

Avoid colour-dependent information

Colour-blind friendly palette

Customisable themes

Readability:

Font size and style

Line spacing

Plain language

Assistive technologies

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video- providing transcripts

-having audio descriptions

-captions and subtitles

audio

-provide transcripts

-sign language interpreters

-can use vibrations

colours

use high contrast colours

avoid certain colour combinations

use a contrast checker tool

readability

use simple, clear font

line spacing

good font size

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Video - Audio and subtitles

Audio - quality and transcripts

Colours -colour blind adaptability, custom colour schemes

Readability - font size, font's, line and space, language

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Video:

Captions

subtitles

audio description

high contrast between text and background

Audio:

transcripts

high quality audio

minimal background noise

sign language

Colour:

contrast ratio

avoid red/green blue/yellow combos

use contrast checkers

Readability:

simple language

break up large text blocks

fonts & size

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Video Accessibility

Add accurate captions and subtitles for the hearing impaired.

Include audio descriptions for essential visual elements.

Provide transcripts for all video content.

Audio Accessibility

Offer transcripts for all audio content.

Ensure high-quality audio with minimal background noise.

Include captions for audio in video formats.

Color Accessibility

Use high contrast ratios (at least 4.5:1 for text).

Avoid problematic color combinations (e.g., red/green).

Supplement color with text labels or patterns for clarity.

Readability

Use clear, simple language and short sentences.

Break text into manageable sections with headings and bullet points.

Choose accessible fonts and maintain adequate font size.

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Video

Subtitles

Descriptive Audio - of the visual elements

Multi-Language Options via translating / subtitles

Avoid flashing lights / put trigger warnings so that a viewer can click off.

Audio

Transcribe

Subtitles

Quality

Play back speed

Colours

High contrast - ensure colours dont clash

Use colour - blind friendly palettes

Use colour checker tools

Readability

Simple language

Break up blocks of text

font size

Clear typeface selection - nothing overly cursive

Line spacing

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ewi store failed- due to heading are semantically incorrect

the contrast between the ground and background colour do not meet WCAG

ewi store passed on many things such as buttons being accessible and attributes match their role

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failed :(

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We have just rebranded so these are our old colours, hopefully our new website and branding is better