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

What is sustainability in marketing?

https://www.accessibilitychecker.org/

Did it pass?

If not, what did it fail on?

Take a screen shot of the report and add here.

Audio

Colours

Readability

https://colourcontrast.cc/

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

Take a screen shot of the report and add here.

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.

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

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

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.

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.

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

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

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.

• 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.

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.

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.

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

deforestation

water pollution

overconsumption of resources like oil

waste and pollution

Biodiversity loss

Water scarcity

Deforestation

Pollution (air quality and microplastics)

2) Overconsumption (fast-fashion)

3) Pollution

4) Use of fossil fuels

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.

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

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.

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.

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.

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.

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

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

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.

• 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

  
  

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.

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)

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.

• 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.

• 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

• Paper production, printing presses, and distribution.

• Use of inks, coatings, and packaging.

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

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.

• 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

• 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

• 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.

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

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.

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

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.

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