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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? A) generally each and B) how is this happening in your organisation for each of the following 

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How can the following content be made accessible to a wider audience? A) generally each and B) how is this happening in your organisation for each of the following 

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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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Research and give two examples (campaigns) of each.

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What is marketing sustainability?

What is sustainability in marketing?

Describe also what your company is doing under both catergories.

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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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Sustainable marketing is a great way to promote eco-friendly aspects of your company, as long as you get it right

It's natural for a business to use all of its genetic makeup to promote itself and stand out in its market. For example, SMEs frequently use grassroots beginnings or a local focus to give them a unique tone of voice, while larger companies pride themselves on winning industry awards.

Another tactic that companies can adopt is sustainable marketing, which works as both a product and a brand marketing strategy. 'Responsibility' is becoming a common brand value and several companies have announced environmental and social initiatives that put the onus back onto the customer, challenging them to choose between the cheaper option and the (morally) 'better' option. However, it is essential to plan and execute sustainable marketing carefully or your brand can leave itself open to heavy scrutiny.

What is sustainable marketing?

Sustainable marketing is the promotion of environmental and socially responsible products, practices, and brand values. If you've ever spent a little bit more on something because you know it was locally sourced or 100% recyclable, you've experienced sustainable marketing.

Businesses can use sustainable marketing for a specific product, time-sensitive cause, or even as their businesses' USP. LEGO is one company that has nailed sustainable marketing. Dedicating a section of their site to its sustainability programs, it is a brand that has a clearly-defined goal for its environmental efforts written in its tone of voice:

"Our mission is to make all LEGO® bricks sustainably by 2030. Why? Because being sustainable is good for the planet! We want to make bricks out of things that we can grow again or are recycled. This is not easy as we want sustainable LEGO bricks to have the same high quality that you are used to, but what we know is this: big ideas may start small, but they will help us build a greener planet one brick at a time."

Generations of customers are still familiar with LEGO, as parents who grew up with the toy sets pass them down to their children and grandchildren. This means LEGO has the potential to ingrain a positive message about the importance of sustainability to a wide group of people around the world.

There are many examples of companies promoting programs, objectives, strategies, plans, and all manner of terminology about how they are becoming more sustainable. However, as we've seen when brands engage with Pride marketing, it isn't as simple as hitching your products to a topical issue and then operating business as usual. You need to consider the context of the issue you are tapping into, how and why your brand fits as a solution in the mind of the customer, and (like all good plans) having defined goals so your progress can be measured and celebrated.

The key aspects of sustainable marketing are:

Your plan is long-term

Social and environmental issues are extremely large and need to be tackled on a larger time frame than seasonal promotions. The public knows that sudden change is almost impossible, so you need an objective that targets high-scale change over a large timeframe. Take the LEGO example mentioned earlier, its mission is to have production of its LEGO bricks be sustainable by 2030. This was announced at the end of 2018, meaning this is a 12-year plan.

Does your company have the means to consistently maintain a sustainability program? When brands change their packaging to something 100% recyclable, they're often taking a hit in production costs in the hopes that a sustainable message will raise sales and brand awareness. You may need to take a short-term loss to fully adopt your new practices and build towards long-term gain.

Your plan is consistent

You don't just need a sustainable idea - you need to be specific. It is easy to tell your customers that one aspect of your brand is eco-friendly, but what about other elements? For example, imagine your brand sells a drink and you switch to new ingredients that are sustainably sourced. You may be tempted to shout about how responsible your brand is, but are the bottles you sell that drink in recyclable? What about the labels used on the bottle?

Such a problem was brought to light when McDonald's replaced its plastic straws with paper ones. Due to the thickness of the new straws, the company said that they were not yet easily processed and recycled by the company's waste solution providers, so they should be put in the general waste. The story soon broke in the press:

Even though the makers of the straws, Transcend Packaging, issued a statement clarifying that the straws themselves were recyclable, which story do you think received the most attention and discussion on social media?

If one aspect of your brand screams sustainability, but it isn't supported by other elements of your service, you risk being taken to task for it. The instant communication allowed by social media between a brand and the general public means that any promises not being delivered on will be called out.

You deliver your plan responsibly

OVO Energy prides itself on winning Supplier of the Year from uSwitch, but its primary selling points are its supply of green energy solutions and its vision of a zero-carbon lifestyle.

Sustainable marketing is, therefore, a core part of the company's strategy and aims to form a strong bond between the brand and the concept of renewable energy in the mind of customers. But how does OVO Energy get this message out to the public? Surely not through traditional marketing material wrapped in plastic and driven in smoke-spewing lorries across the country.

Announced in August 2019, the new company marketing strategy, as reported in Marketing Week "will see the company prioritise digital marketing and no longer use non-digital advertising in public places. Door drops are also being removed from its marketing strategy, while digital outdoor will be powered by renewable energy."

The strategy is led by Sarah Booth who was recently appointed as Director of Brand and Marketing and attributes the strategy to the company's marketing team seeing the need to 'walk the walk' when it comes to staying sustainable:

"We talk about the sustainability of our product but marketing itself, we all know, has a carbon footprint."

Well said, Sarah!

Key takeaway

The essence of sustainable marketing is that you position your brand as an active figure in an environmental or societal issue. It can humanize your brand messages and create another reason why customers should choose you over your competition. But do not underestimate the commitment needed to participate in sustainable initiatives. These aren't simple 'buzzwords' or 'hot topics' - they are programs dedicated to reducing carbon emissions, increasing recyclable materials, and improving prospects for the next generation. Is your brand is willing to put its money where its mouth is?

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What is sustainable marketing and how should you use it?

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It's natural for a business to use all of its genetic makeup to promote itself and stand out in its market. For example, SMEs frequently use grassroots beginnings or a local focus to give them a unique tone of voice, while larger companies pride themselves on winning industry awards.

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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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What have you been up too since our last session (describe what marketing activities you been working on in the workplace etc)

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What have you been up too since our last session (describe what marketing activities you been working on in the workplace etc)

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I completed the Month 6 assignment.

Continued to make some social media graphics

Continued to make some email campaign templates

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Taken over the content creation side of things, learning how to use meta ads and target our audience best with them.

Completed Month 6

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Open Banking awards shortlist campaign

Sourcing Retail Association contact details for potential leads

Portfolio work (feedback etc)

Uploading press releases/news stories to insights page

Taken over media partnerships for this ear's UK event

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-making a back to school campaign across amazon and social media channels.

-Portfolio work

-Launching tiktok shop

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creating content for back to school & new starters

Email marketing

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Marketing sustainability - promotion of products for their sustainability attributes

sustainability in marketing - making sure the marketing process/practices is sustainable

Unsure how it is used in my company its not something that has ever been discussed

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Marketing sustainability: the sustainability of the marketing content produced (eg. does it follow a channels code of conduct, is it ethical/true in what it's saying)

Sustainability in marketing: the level of sustainability in how marketing content is made (eg. the environmental ethical impact behind using certain channels/content)

(I guessed so sorry if this is completely wrong)

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Marketing Sustainability is about promoting and delivering products in a way that is ethical.

Sustainability in marketing is being transparent and clear about your practices

Important to us as about 95% of our products are timbers we have to focus on sourcing that ethically and complying with regulations. FSC registered.

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Marketing sustainability - Ensuring marketing practices are carried out in a sustainable way so that they have longevity and aren't a detriment to the business (eg exceeding designated budget)

Sustainability in marketing - Ensuring that marketing activities and products meet modern sustainability standards eg low carbon emissions, no/little plastic etc

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Marketing sustainability- environmental and social responsibility in a company’s marketing strategies. Promoting products and services that benefit society and consumers while reducing harm to the planet.

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Marketing sustainability

tesla eco-friendly cars

starbucks promoting recyclable cups

sustainability in marketing

IKEA catalogs go digital in 2022

Toyota redesigned its marketing strategy to limit printed ads and brochures

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Patagonia’s “Don’t buy this jacket” which discourages over consumption.

Nike’s “reuse- a- shoe” campaign, which recycles old shoes into sports surfaces.

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Marketing sustainability:

-Patagonia's "Don't Buy This Jacket" Campaign

-Adidas x Parley for the Oceans "Run for the Oceans"

Sustainability in Marketing:

-Allbirds: Carbon Footprint Labeling

-Eileen Fisher: The "Renew" Circular Fashion Platform

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Marketing Sustainability

IKEA – “People & Planet Positive”

Ben & Jerry’s – Climate Justice Campaigns

Sustainability in Marketing

-Coca Cola - tweaking their logo to crashed shapes to highlight importance of recycling.

-Electrolux (home appliance company) with 'Vac from the Sea' - used ocean plastic as recycled material to make vacuum cleaners.

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Marketing sustainability:

Lush 'Rewild your routine' campaign

Nike 'Move to Zero' campaign

Sustainability in Marketing:

Lush plastic-free packaging

Open Banking Expo - Eco-Friendly PR package

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1. Huge water companies pumping sewage into our seas.

2. Climate change

3. Fast Fashion

4. Deforestation and the production of palm oil

5. Environmental inequalities

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Climate change/global warming

Still lots of usage of plastic

Paper usage, printing unnecessarily

not sure of much others

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1- climate change

2- plastic pollution

3- deforestation

4- air pollution

5- fast fashion

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1. Unsustainable farming/agricultural practices

2. Plastic pollution

3. Deforestation

4. Overconsumption of natural resources (eg. lithium, cobalt)

5. Fossil fuel dependence

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Carbon Emissions/ Air pollution

Water/ocean Pollution

Modern Slavery (eg for lithium mines)

Deforestation

Recycling/waste

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Greenwashing is when a company over emphasises their ethical practices to appeal to committed audiences.

BP - Their marketing focused on renewables, but their actual business model remained fossil-fuel dependent and 96% of their spend at the time was investing in oil and gas.

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Greenwashing is a deceptive marketing practice where companies pretend to be more environmentally friendly or sustainable than they actually are in order to attract eco-conscious customers or improve their brand image.

2. H&M – “Conscious Collection” (Ongoing)

Claim: Marketed as a sustainable clothing line.

Reality: Investigations found misleading sustainability claims and overproduction practices still harming the environment.

why? - within the campaign, they used broad language that sparked suspicion

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Greenwashing is misleading the public into believing a company is more environmentally friendly than it is.

Example: Volkswagen's "Dieselgate" scandal.

Volkswagen marketed its "Clean Diesel" cars as eco-friendly while secretly installing software to cheat on emissions tests, allowing the vehicles to pollute far more than legally permitted on the road. This was a direct lie to appear green.

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Greenwashing: when a company markets itself as eco-friendly or sustainable without actually backing it up with meaningful actions.

Volkswagen’s “Clean Diesel” Scandal:

Marketed its diesel cars as low-emission but actually installed software to cheat emissions tests - cars were actually pumping out up to 40x the legal nitrogen oxide limit.

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Greenwashing- where a company or organisation presents misleading image of environmental responsibility, making products, policies, or their overall operations seem more eco-friendly.

H&M, Zara and Uniqlo: accused of making misleading sustainability claims about their clothing collections.

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2. video of the packaging being made or stating exactly where it comes from to highlight that it is definitely recycled materials

3. beginning to implement plastic alternatives to show that you are sticking to your word of slowly becoming plastic-free

4. defining how it is done or showing how it is done to your audience

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2. Show packaging and proof of document showing % of recycled content. Avoid overclaiming

3. Share the plan, and steps you want to take in that time. That way over the next 5 years your audience/investors can measure your actions against that initial pledge

4. Show proof and have a page or video offering viewers an insight into the sustainable operations of the factories. Show certificates or badges

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Our products are 100% sustainable

- Define what sustainable means in measurable terms (e.g., carbon-neutral, renewable materials).

- Independent certifications (e.g., FSC, Fairtrade).

Our packaging is made from recycled materials

- Specify what percentage is recycled

- Name the material type(s)

We are committed to becoming plastic-free by 2030

- Explain what materials will replace plastic

- Show progress updates/reporting to keep claim accountable.

Our factories are powered by renewable energy

- State what percentage of energy comes from renewables

- Clarify whether it’s on-site generation (eg. solar panels) or renewable energy credits (RECs / PPAs) accountable.

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1. Clarity what sustainable means and show evidence eg. Lifecycle assessments, third party certifications.

2. State what type of recycled materials are used, also specify the percentage of recycled content

3. Outline the plan and timeline, defines what plastic free means, provide accountability measures.

4. Clarity its 100% renewable, how is this renewable energy sourced.

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Anything created using AI

Digital creation by using technology, complex softwares

24 hour digital billboards in popular city locations

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paid ads

any printed asset such as brochures, banners, leaflets

AI

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Physical media (eg. leaflets, catalogues, magazines...)

Digital ads

Video streaming

Billboards

AI-Generated content

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Online

content creation

Email attachments

Video ads

Websites

Offline

events

Leaflets

Business cards

Flyers

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Video - lighting, good quality - yes

Audio - subtitles, clear audio - I think so

colours - contrast colours especially in graphics - yes

readibility - readable fonts, size of fonts - yes

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Video

A: Add captions/subtitles for spoken content, provide a transcript or audio description (also helps SEO)

B: Captions/subtitles are available for all video content

Audio

A: Share a full transcript alongside the audio, ensure clear speech + balanced sound

B: Audio quality can sometimes be better, but mostly good

Colours

A: Maintain high contrast between text and background, avoid using colour alone to convey meaning

B: High contrast colour scheme

Readability

A: Use plain, concise language, add headings, bullets, and alt text

B: Not always - due to the technical/niche nature of the industry, use of jargon isn't always avoidable (we do try and keep any Open Banking concepts easy to understand as possible in our content)

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Video

subtitles/ captions for all spoken content

Use sign language interpretations if audience requires

Avoid flashing effects

Audio

ensure audio quality is clear

Use simple language and terms

Colour

ensure colour contrast with text

Compatible with colour blindness

Stick to one palette

Readability

use plain simple fonts

Break text up with headings, titles etc

Simple language

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Video - clear captions, good quality - we make sure to label each instructional video clearly and edit it so it is easy to follow

Audio - subtitles and clear audio production - turn on captions when posting audio to social media platforms, use high quality microphone

Colours - avoid high contrast - keep with the same colour palette across platforms and content types

Readability - using plan language where possible, clean layout and typography, keep text in digestible chunks - same font across platforms and content types, use shopifys editor to ensure format is optimised