# data[].attributes.body
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.

# data[].attributes.body
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.

# data[].attributes.headline
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 

# data[].attributes.subject
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 

# data[].attributes.body
Video

Audio

Colours

Readability

# data[].attributes.body
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.

# data[].attributes.headline
What marketing activities consume the most energy (Production and execution)

# data[].attributes.subject
What marketing activities consume the most energy (Production and execution)

# data[].attributes.headline
Name the biggest sustainability issues facing the world today (5 please)

# data[].attributes.subject
Name the biggest sustainability issues facing the world today (5 please)

# data[].attributes.headline
What clarification would a company need to give for each of the following statements for it not to be considered greenwashing?

# data[].attributes.subject
What clarification would a company need to give for each of the following statements for it not to be considered greenwashing?

# data[].attributes.body
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

# data[].attributes.body
Definition of Greenwashing and find an example of when a company has been accused of Greenwashing and why they were accused of this.

# data[].attributes.headline
marketing sustainability & sustainability in marketing

# data[].attributes.subject
marketing sustainability & sustainability in marketing

# data[].attributes.body
Give two examples (campaigns) of each.

# data[].attributes.body
What is marketing sustainability?

What is sustainability in marketing?

# data[].attributes.headline
At the end of the training you will be able to:

# data[].attributes.subject
At the end of the training you will be able to:

# data[].attributes.body
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

# data[].attributes.attachment_link.readable_text
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?

# data[].attributes.attachment_link.title
What is sustainable marketing and how should you use it?

# data[].attributes.attachment_link.description
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.

# data[].attributes.attachment_link.title
A Detailed Analysis of Sustainability Marketing

# data[].attributes.attachment_link.title
Peloton bike Christmas advert | The Gift That Gives Back

# data[].attributes.body
Marketing sustainability refers to promoting sustainable practices through the brand values and messages.

Sustainability in marketing refers to how you can make the company's own marketing strategies more sustainable.

# data[].attributes.body
"Marketing Sustainability" is promoting products and services that are sustainable / responsible. It focuses on the thing that is being marketed.

"Sustainability in marketing" is the sustainability and responsibility of the companies marketing tactics. It focuses on how the marketing is done.

# data[].attributes.body
Marketing sustainability refers to the practice of ensuring that marketing efforts support long-term ecological, social, and economic wellbeing. It's about aligning marketing strategies with ethical values, environmental stewardship, and positive societal impact rather than focusing purely on short-term profit.

Sustainability in marketing is about embedding sustainable principles into every stage of the marketing process from product development and messaging to delivery and customer engagement. This includes creating value in ways that protect the environment, respect human rights, and contribute to a fairer society.

# data[].attributes.body
Marketing sustainability = Telling people about your green actions (we are part of the sustainability network)

Sustainability in marketing = Making your marketing actions green (recyclable business cards etc)

# data[].attributes.body
Marketing sustainability: Considers the long term environmental and social impact of products and practices whilst meeting the needs of the consumer.

Sustainability in marketing: Broader concept of marketing products and services and how they do it so that it is good for the environment and people.

# data[].attributes.body
Marketing sustainability is a business approach that considers long term environmental and social impact of products and practices.

Sustainability in marketing is about promoting brand values and building a brand that reflects empathy and respect for the community and environment.

# data[].attributes.body
1. marketing itself is sustainable over the long term — meaning the strategies, practices, and business models used in marketing are environmentally, socially, and economically sustainable.

2. This refers to how sustainability as a value or concept is incorporated into marketing messages and campaigns.

# data[].attributes.body
1. Marketing sustainability means making marketing eco-friendly and socially responsible.

2. Sustainability in marketing is promoting products in ways that protect people and the planet.

# data[].attributes.body
Marketing Sustainability -

We are part of sustainability west midlands and often promote sustainable practice. Such as car sharing to events. We often shout about being part of the network.

Another example a lot of companies do is plant a tree when ordering over a certain amount

Sustainability in marketing:

We don't had out flyers at events, we ask to scan QR codes.

We use recyclable business cards

# data[].attributes.body
1. A company redesigns its promotional events to reduce plastic waste and carbon emissions.

A brand evaluates the environmental

impact of its influencer campaigns.

2. A brand markets its shoes as made from recycled materials.

An ad campaign focuses on a company’s efforts to reduce its water usage.

# data[].attributes.body
Brand storytelling that highlights social and environmental impact
Example: A fashion brand creating campaigns around fair trade practices and ethical supply chains, sharing the journey from maker to customer.

Long-term value-focused campaigns
Example: A tech company promoting product longevity and repairability instead of pushing frequent upgrades, reducing waste and encouraging conscious consumption.

Eco-conscious packaging and transparent communication
Example: A skincare brand using recyclable packaging and clearly communicating this in their marketing to educate and engage eco-minded customers.

Inclusive, accessible marketing materials

Example: A health organisation ensuring their campaigns use neuroaffirming language, closed captions on videos, and culturally inclusive visuals to reach diverse audiences.

# data[].attributes.body
Marketing sustainability

Patagonia's campaign “Don’t Buy This Jacket” encouraged customers to buy less and repair their gear, not replace it.

The Body Shop's marketing highlights ethically sourced ingredients and support for global human rights campaigns.

Sustainability in marketing

In 2020, IKEA discontinued its iconic print catalogue after 70 years, citing environmental impact.

Lush uses in-store marketing using hand-written boards, reusable signage, and experiential demonstrations instead of glossy flyers or plastic promotional items.

# data[].attributes.body
1. Volkswagen – “Think Blue.”
A campaign promoting eco-friendly driving and sustainable mobility through fuel-efficient cars and environmental awareness.

2. Levi’s – “Water Less”
Highlights jeans made with less water to promote water conservation and sustainable fashion choices.

3. Ben & Jerry’s – “Save Our Swirled”
Raises climate change awareness and encourages action using ice cream flavors to spark conversations.

4. The Body Shop – “Forever Against Animal Testing”
Advocates for banning animal testing in cosmetics and promotes cruelty-free products.

# data[].attributes.body
Marketing sustainability:

1. Patagonia – “Don’t Buy This Jacket”

Patagonia ran a bold campaign urging customers to consider the environmental cost of consumerism. The ad encouraged people to buy only what they truly need.

This campaign worked as it aligned perfectly with the brand’s environmental mission, built trust, and ironically boosted sales while reinforcing their commitment to sustainability.

Sustainability in Marketing:

Lush – Digital-Only Product Launches

Lush reduced physical marketing waste by shifting to digital-only product launches and promotional campaigns. This meant fewer printed materials, packaging samples, and events.

It cut down on environmental impact from marketing activities.

# data[].attributes.body
Marketing Sustainability:

Patagonia “Don’t Buy This Jacket”

An ad by Patagonia encouraging consumers to buy less and consider the environmental cost of fast fashion.

It promotes sustainability by extending product lifespan.

IKEA “People & Planet Positive”

IKEA’s campaign promoting its line of affordable, sustainable home products.

It highlights energy-efficient products, recycled materials, and responsible purchasing.

Sustainability in marketing:

Ben & Jerry’s Climate Justice Campaigns

Ongoing campaigns by Ben & Jerry’s advocating for climate action and social justice.

Their ads, social media, and packaging are used to promote activism, not just products which shows an ethical approach.

Coke “World Without Waste”

What: A global initiative by Coke aiming to collect and recycle the equivalent of every bottle or can it sells by 2030.

It is promoting recycling, reducing plastic, and showing commitment to sustainable marketing practices, not just product positioning.

# data[].attributes.body
Patagonia: "Don't buy this jacket" reverse psychology emphasising the need to reduce buying new products and reusing and recycling old ones.

Back to MAC: Encouraged customers to return 6 empty MAC cosmetic containers in exchange for a free lipstick. Returned packaging is then recycled and reused.

IKEA smallest print ad ever: Did not send a large catalogue to hundreds of thousands of homes but instead a smaller one using recycled paper and 100% eco friendly ink.

Samsung: Eco packaging for their TVs

# data[].attributes.body
climate change

deforestation

water pollution

overconsumption of resources like oil

waste and pollution

# data[].attributes.body
Climate change/ Global warming

Biodiversity loss

Water scarcity

Deforestation

Pollution (air quality and microplastics)

# data[].attributes.body
Climate Change

Plastic Pollution

Deforestation and destruction of habitats

Water Scarcity

Overconsumption and Waste

# data[].attributes.body
Lack of clean water

Global warming / climate change

pollution

non biodegradable resources (eg plastic)

destruction of habitats

# data[].attributes.body
1. Climate Change

2. Air pollution

3. Non-biodegradable plastic waste in oceans and landfills

4. Farming and greenhouse gas production

5. Deforestation

# data[].attributes.body
1) Climate change

2) Overconsumption (fast-fashion)

3) Pollution

4) Use of fossil fuels

# data[].attributes.body
Climate change and rising carbon emissions

Biodiversity loss and ecosystem degradation

Water scarcity and pollution

Plastic pollution and waste management

Deforestation and habitat destruction

# data[].attributes.body
Climate Change and Global Warming

Biodiversity Loss and Ecosystem Degradation

Water Scarcity and Pollution

Pollution (Air, Water, and Soil)

Unsustainable Resource Use and Waste Production

# data[].attributes.body
Greenwashing is when a company gives the false impression that its products, services, or overall practices are environmentally friendly, when in reality they’re not, or not to the extent they claim.

Example:

In the 2010s, Volkswagen marketed its diesel vehicles as low-emission and environmentally friendly, branding them as “clean diesel.” They ran major campaigns highlighting reduced emissions and eco-conscious engineering.

In 2015, it was revealed that Volkswagen had installed software in millions of vehicles to cheat emissions tests. In real-world driving, these cars emitted up to 40 times the legal limit of nitrogen oxides.

# data[].attributes.body
Greenwashing is when a company makes false claims and misleads their customers about their sustainability practices and values.

Ex. H&M's 'Conscious Collection'

The company the clothing line was produced using sustainable materials

Investigations revealed the claims misleading and the company overstated environmental savings and didn’t account for the full lifecycle of the clothing.

They were accused of using sustainability language to divert attention from their fast fashion model

# data[].attributes.body
Greenwashing is basically where a company portrays to be environmentally friendly but really aren't.

So a small example might be TMT. We claim to be environmentally friendly yet if we started using non recyclable materials for leaflets then this would be bad.

Hotels often claim to reuse towels for the environment when really its to save costs.

# data[].attributes.body
Greenwashing is when a company claims that its practices, products, or services are environmentally friendly and sustainable when they actually aren't. It is usually done in an attempt to improve their public image.

e.g. BP rebranding as "Beyond Petroleum" (rather than British Petroleum) and claiming to be moving towards renewable energy, when in reality only a very small portion of the budget was used for this and they still heavily invested in oil and gas.

# data[].attributes.body
Def: When a company misleads consumers into thinking their products and practices are more environmentally friendly than they are.

Example: H&M in 2012 in a campaign called "Conscious Collection" saying the clothes used recycled cotton and recycled polyester using green themed language. Turns out the claims were exaggerated and unverified. Some of the products actually used more materials than the regular collection.

# data[].attributes.body
Greenwashing is when a company or organisation gives a false impression of environmental responsibility. It involves misleading marketing or public relations efforts that make products, services, or the company itself appear more environmentally friendly than they actually are.

Example: H&M Accused of Greenwashing

Company: H&M (a global fashion retailer)

What Happened:
H&M launched its "Conscious Collection," claiming the clothes were made from sustainable materials and promoted as eco-friendly. However, investigations found that many items in the collection contained only a small percentage of sustainable materials, and the company provided little transparency about its supply chain or the actual environmental impact of its products.

Why They Were Accused:
H&M was accused of greenwashing because their marketing suggested that buying from the "Conscious Collection" was a sustainable choice, while in reality, the company continued to engage in fast fashion practices mass-producing clothing, which is inherently unsustainable. Critics argued that the company exaggerated its environmental efforts to attract eco-conscious customers without making meaningful changes to its overall business model.

In summary:
Greenwashing is when companies mislead consumers about their environmental practices. H&M is a well-known example, as it promoted its products as sustainable while continuing practices that harm the environment.

# data[].attributes.body
Definition of Greenwashing:
Greenwashing is when a company makes false or misleading claims about being environmentally friendly to appear more sustainable than it really is.

Example:
Volkswagen was accused of greenwashing when it marketed its diesel cars as “clean” and eco-friendly, but was found to have installed software that cheated emissions tests, making the cars appear less polluting than they actually were

# data[].attributes.body
Definition of Greenwashing:

Greenwashing is when a company misleads consumers by presenting products, practices, or policies as more environmentally friendly than they actually are. It’s a form of marketing spin used to appear “green” without making meaningful sustainability efforts.

Example of Greenwashing:

H&M (Fashion Retailer)

What happened:
H&M launched its “Conscious Collection,” promoting it as a sustainable clothing line using organic and recycled materials.

Why they were accused of greenwashing:

Misleading claims: Independent investigations found that some items in the collection used vague or incorrect sustainability information, such as overstating the percentage of recycled fibers.

Lack of transparency: There was little detail on the environmental impact of the products compared to their regular lines.

Overall business model: Critics pointed out that H&M’s fast fashion business—producing massive volumes of clothing—is inherently unsustainable, regardless of a small "green" collection.

used ChatGPT

# data[].attributes.body
2. tell the audience what recycled materials they are using and how much of it is recycled

3. how are they going to achieve this - what measures are they going to put in place

4. what renewable sources are they using - maybe write a blog on it and show actual images of the renewable sources

# data[].attributes.body
2. Stating how much is recycled and where it comes from (e.g. some products will say something like 90% from recycled coffee cups)

3. Being transparent about the plastic (and other materials) that are used by the business currently, how it will be cut down and what it will be replaced with.

4. Showing audits of where the energy comes from, e.g. do they use wind / solar power? How much Co2 emissions they put out?

# data[].attributes.body
2) Clarify which recycled materials are being used and where you have sourced them from.

3) How are you going to be plastic free and what recycled materials will you use instead?

4) What renewable energy is being used? Solar? Wind farms? Showcase pictures so there is evidence and you can build trust with the customer.

# data[].attributes.body
2. State the recyclable materials,provide evidence, state how this will promote sustainability

3. List the initiatives, provide evidence that these practices are being implemented

4. State what renewable energy they are using, why this type over others and where are they sourcing it from

# data[].attributes.body
2. Specify the percentage of recycled content in the packaging (e.g., "Our packaging contains 80% post-consumer recycled material").

Detail which parts of the packaging are recycled (e.g., "The outer box is 100% recycled cardboard, but the inner lining is not").

Indicate the source and type of recycled materials used.

Provide evidence or certification to support the claim, and make this information accessible to consumers

3. Define what "plastic-free" means for the company (e.g., does it include all single-use plastics, packaging, or products?).

Outline a clear, objective, and publicly available implementation plan with measurable and time-bound milestones.

Disclose current plastic usage and the steps being taken to reduce it.

Have the commitment and progress independently verified and make updates available to the public

4. Specify what percentage of the factories’ energy use comes from renewable sources (e.g., "75% of our electricity is from certified wind power").

Clarify whether this applies to all factories or only certain locations.

Provide details on the type of renewable energy used (solar, wind, hydro, etc.).

Offer evidence, such as third-party certification

# data[].attributes.body
Our packaging is made from recycled materials

Clarification Needed:

Percentage: State what percentage of the packaging is actually recycled material (e.g. Our packaging is made from 80% recycled plastic)

Verification: Reference any certifications or standards met.

Source: Maybe where did they source them from?

We are committed to becoming plastic-free by 2030"

Clarification Needed:

Action Plan: Outline the steps and timeline for achieving this goal.

Scope: Clarify if this applies to all products, packaging, or specific business areas.

Progress Updates: Commit to regular public updates on progress and challenges.

Our factories are powered by renewable energy

Clarification Needed:

Percentage: State what portion of energy comes from renewables (e.g “70% of our energy is from wind and solar sources”).

Type: Specify the types of renewable energy used.

Location: Indicate if this applies to all factories or only some.

Verification: Provide third-party audits or certificates.

# data[].attributes.body
2. Specify what percentage is recycled, and if all packaging or only certain products are included.

3. Share a detailed explanation with clear milestones, explain what "plastic-free" means in context, and report annual progress transparently.

4. Clarify which factories this applies to, the percentage of energy that is renewable, and whether it's sourced directly (like on-site solar or wind) or through renewable energy certificates or others.

# data[].attributes.body
Recyclable Materials:
Specify which materials are recyclable (e.g., paper, cardboard, glass, metal), provide evidence such as certifications or recycling rates, and explain how using these materials reduces waste and supports a circular economy

Sustainability Initiatives:
List the specific initiatives (like using biodegradable packaging or reducing carbon emissions), and supply evidence (data, reports, certifications) that these practices are actively being implemented

Renewable Energy Use:
State the type of renewable energy used (e.g., solar, wind), explain why this source was chosen over others, and identify where the energy is sourced from, including any third-party verification or documentation

# data[].attributes.body
Power-hungry computers

Digital ads

Video content (storage, production)

Email marketing (the larger the contact list, the more resources are used)

Printed material

# data[].attributes.body
1) TV advertising (large set lighting and cameras, transporting crew members etc)

2) Digital advertising (large amount of power needed to store data)

3) Events and tradeshows (use of flying to transport people and equipment)

4) Print advertising (large quantity of paper and ink)

# data[].attributes.body
Online Ads and Videos
uses a lot of energy because they rely on big data centres and servers.

Making and Showing Videos
same as above

Big Events and Trade Shows
Hosting large events uses a lot of energy for lighting, sound, displays, and people traveling to get there. Plus any recyclable materials not used (plastic cups) or travel emissions.

Printed Materials
Printing things like magazines, brochures, and flyers takes energy for making paper, printing, and delivering them.

Storing and Analysing Data
Keeping and analysing large amounts of marketing data in the cloud or on servers also uses a lot of electricity.

# data[].attributes.body
Video production

high definition videos use lots of energy including filming equipment, software and storage.

Mass email marketing

sending communications to millions of users requires a lot of energy

larger scale events (e.g. trade shows)

the cost of transport, materials, lighting etc. adds up

Anything that uses AI

AI (especially image and video generation) uses lots of energy to not only train the software but also to use it.

# data[].attributes.body
. Video and TV Commercial Production

Studio lighting, cameras, and equipment

On-location shoots

Post-production editing

Digital Advertising at Scale

Data centers

High-traffic websites and streaming ads

Print Advertising Production

Printing presses and paper production

Distribution

Large-Scale Events and Trade Shows

Venue operations

Booth construction and displays

Travel and logistics

# data[].attributes.body
Print Advertising & Direct Mail

Paper production, printing presses, and distribution.

Use of inks, coatings, and packaging.

Environmental impact: Deforestation, water pollution, and high energy use.

# data[].attributes.body
Running ads across platforms like Google As, Meta etc use a lot of electricity

large scale emails uses lots of energy across servers and networks.

Both in production and data delivery, high quality and resolution videos etc can consume alot of energy especially when hosting.

Networking events etc require transportation and often the use of printed materials

# data[].attributes.body
1. Video production and streaming – Creating and distributing video content uses a lot of energy for filming, editing, and online streaming.

2. Digital advertising and data centres – Running online ads and storing digital assets require energy-intensive data centres and constant server operation.

# data[].attributes.body
Video- captions so they are accessible to those who have hard of hearing or are deaf. Check for flashing and flickering content. Use simple language depending on your audience so all users have the ability to be engaged.

Audio - Have audio descriptions/transcripts or text alternatives to include main points and important sounds. Use clear language.

Colours- for colours on images use alt text to describe the image.

Readability- use clear language, common phrases. Use active voice for easier understanding and use structured headings to guide the reader in an enjoyable manner.

# data[].attributes.body
Video

Add Captions/Subtitles

Provide Transcripts

Audio Description

Use Clear Visuals

At the moment we don't use videos

Audio

Transcripts:

Clear Speech:

Volume Control

At the moment we don't use audio

3. Colours

High Contrast

Don’t Rely on Colour Alone

Colour-Blind Friendly Palettes

Our colour scheme is good for colour blind (ie not red and green). I will ask the team how we picked the colours.

4. Readability

Simple Language:

Large, Legible Fonts

Headings and Lists

Short Paragraph

Our website and collateral follows these points

# data[].attributes.body
Video

Having video description available

Videos that we distribute are compatible with extensions and websites that enable this for those with vision impairments

Audio

Having the option to include subtitles, slowdown the pace of speech, having transcripts

Again, all audio files we distribute have the option to turn on subtitles etc. We also try to use more laymen terms when discussin marketing to ensure those who aren't familiar with keyterms can understand out B2B initiatives

Colours

Use distinctly contrasting colours for those who are colour blind so they can differentiate between lightness.

Our brand guidelines have a colour palette with distinct colours that are dissimilar from each other

Readability

Using clear legible fonts with a strong sentence structure and colour contrast with the background

Again, our brand guidelines have a distinct font that is easy to read and when posting using a coloured background, we make the colour of the text the opposite side of the colour wheel

# data[].attributes.body
Video

Add captions or audio descriptions to make it accessible to people who are deaf or blind.

We have captions and visual diagrams in a lot of our videos to make them easier to understand

Audio

Provide written transcripts so that people who are deaf or prefer reading can access the information.

our webinar has a written transcript to go along with the recording so that everyone can understand it.

Colours

Use high contrast colours and avoid relying too heavily on colour to convey meaning. This is helpful for colourblind or people with poor vision.

We have a very simple colour pallet (Blue and white for Bioscience, Green and white for Horticulture) which isn't solely relied on to convey our message.

Readability

Use plain language, a clear structure, and large easy to read fonts to make text easier to understand for everyone.

We currently try not use too much technical or scientific language where possible so that anyone who reads our brochures can understand exactly what we do.

# data[].attributes.body
Video: Use subtitles/captions to help people who are deaf

Include audio descriptions

Provide translations if necessary

keep visuals simple

Our social media uses video format a lot, especially tiktok which has a subtitles option, however we also use captions.

Audio: transcripts

subtitles

screen reader friendly

voice diversity and representation

Use bold and big font for captions making it easier for those who are deaf or having hearing impairments to read.

Colours: High contrast readability

Don't rely on colour to communicate

Test colour blindness

Clear data visualisation using colours

Use a lot of high contrast colours in our branding.

Readability: Use plain language

Include lower reading levels

Break up text with visuals

Design for mobile first

use playful and simple language in our campaigns

# data[].attributes.body
We did not pass, we got 53%. We could improve on things such as our colour choice and screen reading.

# data[].attributes.body
Video

A) General Accessibility

Captions/Subtitles: Ensure all spoken content is captioned for those who are deaf or hard of hearing.

Transcripts: Provide a text version of the video’s audio for those who prefer reading or use screen readers.

Audio Descriptions: Describe key visual elements for visually impaired viewers.

Accessible Players: Use video platforms that support keyboard navigation and screen readers.

B) At CAMHS Professionals

All recruitment and informational videos for candidates and clients are captioned.

Video interviews and webinars are accompanied by downloadable transcripts.

We use video hosting services that are compatible with assistive technologies.

Important visual information (e.g., instructions, charts) is described verbally in videos.

Audio

A) General Accessibility

Transcripts: Provide written transcripts of all audio content.

Clear Audio Quality: Use good microphones and minimize background noise.

Multiple Formats: Offer audio files in accessible formats.

B) At CAMHS Professionals

Podcasts or audio updates for job seekers are always accompanied by transcripts.

We use professional audio equipment for clarity in recorded interviews and briefings.

Audio files are shared in formats accessible on all devices.

Colours

A) General Accessibility

Contrast: Use high-contrast color schemes for text and backgrounds.

Color Blindness: Don’t rely solely on color to convey information; use patterns or labels.

Testing: Check designs with accessibility tools and simulators.

B) At CAMHS Professionals

Our website and job portal use high-contrast themes to aid readability.

Application status indicators and charts use icons and labels, not just color.

We regularly check our digital materials for color accessibility using online tools.

Readability

A) General Accessibility

Plain Language: Use clear, simple language and avoid jargon.

Readable Fonts: Choose easy-to-read fonts and appropriate sizes.

Logical Structure: Organize content with headings, bullet points, and whitespace.

Screen Reader Compatibility: Ensure all content can be navigated by assistive technologies.

B) At CAMHS Professionals

Job descriptions and communications use straightforward, jargon-free language.

All candidate resources are formatted with large, clear fonts and plenty of spacing.

Our website and documents are structured with clear headings and lists for easy scanning.

We test our site and key documents with screen readers to ensure accessibility for visually impaired users.

# data[].attributes.body
Also got 53%!

# data[].attributes.body
Part 1

Video

Add captions (for deaf or hard-of-hearing users).

Include transcripts of dialogue and sound cues.

Provide audio descriptions for important visual elements (for blind or visually impaired users).

Use clear, high-contrast visuals.

Avoid flashing lights or strobe effects that can trigger seizures.

Audio

Provide written transcripts of the content.

Ensure clear audio quality (no background noise, good mic quality).

Use simple, understandable language.

Avoid relying solely on sound cues for important information.

Colours

Ensure sufficient contrast between text and background (WCAG recommends at least 4.5:1).

Don’t rely solely on colour to convey meaning (use icons or labels too).

Use colour-blind-friendly palettes.

Test with tools like Coblis (Color Blindness Simulator) or contrast checkers.

Readability

Use plain, concise language that’s easy to understand.

Break up text with headings, bullet points, and spacing.

Choose legible fonts (sans-serif, minimum 12–14 pt size).

Avoid jargon or explain it clearly.

Ensure screen reader compatibility (use semantic HTML if web-based).

Part 2

Video - we add text over reels if there is a voice over

# data[].attributes.body
Video

In general: Use subtitles, audio explanations, and provide transcripts.
What we do: We subtitle our videos and make sure the visuals are clearly explained. We're also starting to include transcripts for our guides.

Audio

In general: Offer a written version and keep the audio clear and easy to follow.
What we do: Whenever we share audio, we make sure there’s a text version too so no one misses out.

Colours

In general: Stick to strong contrast and avoid using colour alone to communicate.
What we do: We use clear, bold contrasts in our branding and website to make everything easy to read.

Readability

In general: Keep language simple, sentences short, and structure clear.
What we do: We write in a down-to-earth, friendly way so everything’s straightforward and easy to understand.

# data[].attributes.body
failed.

# data[].attributes.body
77%

# data[].attributes.body
We use black for the writing too and that worked but thought I would try our blue to see if that worked too.

# data[].attributes.body
Failed with 77%

It suggests colour contrast isn't good enough and that the page structure might not be understandable to accessibility software.

# data[].attributes.body
Neither colour scheme passed every test, although the blue bioscience performed slightly better than the green one.

# data[].attributes.body
The first screenshot is the colour scheme on our main heading, which failed