Neil Wilkins has witnessed the transformation of marketing from its early days to the present, where sustainability and ethical considerations are increasingly at the forefront. “I can remember marketing pre-internet, pre-social media, and now we’re into a whole new realm of marketing with sustainability, climate crisis, AI, and the metaverse,” he reflected. This shift has necessitated a reevaluation of marketing strategies to meet evolving consumer expectations and societal demands.

The Ethical Dilemma

One of the core topics discussed was the inherent tension in marketing: the drive to sell versus the commitment to ethical practices. Neil candidly acknowledged this challenge, stating,

“It is an uncomfortable truth. The vast majority of people that we either work for or work with are still working to the old model.”

He emphasised that many businesses are yet to fully embrace the shift towards value-driven, purpose-led marketing, despite the clear benefits it offers.

Aligning Brand Mission with Marketing

Neil highlighted the importance of aligning a brand’s mission with its marketing efforts to build authenticity and trust.

“When your marketing strategies are clearly aligned with your core values, they speak more authentically to your audience, building a stronger emotional connection,”

he explained. This alignment not only enhances credibility but also fosters deeper, more meaningful relationships with customers.

Transparency and Authenticity

Transparency is crucial in fostering trust. Neil argued that brands must be open about their practices, even when they fall short of perfection. “It’s about just this open honesty that nothing ever was perfect. We need to be proud of the fact that we’re on a journey,” he said. He advocated for sharing progress publicly to build credibility and invite customer collaboration.

Storytelling: The Customer as the Hero

Effective storytelling places the customer at the center, making them the hero of the narrative. Neil advised, “The stories they’re telling, the way they position their products, it feels like they really have listened.” He also introduced the “rule of thirds” in storytelling: one-third personal, one-third pointing to valuable content, and one-third promoting the brand.

Practical Steps for Ethical Marketing

Neil provided actionable strategies for adopting ethical marketing practices:

•Documenting Impact: Keep a portfolio of incremental changes to track progress and build confidence.

•Third-Party Verification: Use tangible, verified evidence to support claims and avoid greenwashing. “Tangible, verified evidence is the absolute key to being authentic and properly trustworthy,” he stated.

Building Intimate Customer Relationships

Moving away from transactional marketing to building intimate, collaborative relationships with customers is essential. Neil highlighted that this shift requires marketers to be vulnerable and open to feedback. “We need to move away from marketing being a monologue to being much more collaborative,” he emphasised.

Neil cited examples of brands excelling in mission-driven marketing, including Patagonia and Marks & Spencer. He also mentioned startups like bamboo clothing brands that are purpose-led from inception, serving as models for other businesses.

Advice for Aspiring Marketers

For junior marketers, Neil offered this advice:

“Document and put into a portfolio every little incremental piece of value that you add.”

By focusing on small, impactful changes, marketers can build a track record of making a positive impact and foster confidence in their ethical practices.

Neil Wilkins’ insights provide a roadmap for navigating the complexities of ethical marketing. By aligning marketing strategies with core missions, embracing transparency, and fostering genuine customer relationships, businesses can build trust and drive sustainable growth. The conversation underscores that while the journey towards ethical marketing is challenging, it is both necessary and rewarding.

In the latest episode of “The Responsible Edge,” host Charlie Martin engages in an insightful conversation with Alex Fahey, Head of International Sales at Clear Channel Europe. The discussion delves into the environmental and societal impacts of Out-of-Home (OOH) advertising, drawing from key research studies by KPMG and PWC. This article explores the significant findings of these studies, Clear Channel’s sustainability initiatives, and the broader implications for the advertising industry.

A Sustainable Media Choice?

Out-of-Home advertising has long been a staple in the marketing mix, but its environmental impact has come under scrutiny. The KPMG research, commissioned by Outsmart, the UK trade body for the OOH industry, provides a comprehensive analysis of the power consumption and carbon emissions across six main advertising media channels. Alex explains, “They measured the six different channels… and they looked at two main things: power consumption and carbon emissions that were produced.”

The findings reveal that OOH advertising represents just 3.3% of the advertising power consumption and less than 3.5% of the advertising carbon footprint. Alex highlights a key takeaway:

“Per impression, OOH emits less carbon than all of the media measured in that study.”

This positions OOH as a highly sustainable choice for advertisers, especially when compared to digital and print media, which require significantly more energy and resources.

Ad Net Zero: A Collective Industry Effort

The Ad Net Zero initiative represents a collaborative industry effort to achieve net-zero carbon emissions. Clear Channel is a proud participant, committed to achieving net-zero for scopes 1 and 2 by 2030, and for scope 3 by 2045. Alex emphasises the collective nature of this initiative:

“It’s about how we take the whole industry forward and we all learn from each other.”

Ad Net Zero galvanises the advertising industry, providing a platform for companies to share best practices and standardise measurement systems. Alex appreciates the initiative’s impact, saying, “There’s this collective feeling that we’ve got something to work together towards.”

The Societal Benefits of OOH Advertising

Beyond environmental sustainability, OOH advertising also contributes to societal infrastructure. The PWC study analysed 14 years of data from nine major OOH companies, representing 92% of the industry’s revenue. It highlighted the sector’s investment in public services, infrastructure, and renewable energy. Alex notes, “In 2021, the contribution was £411 million to public infrastructure, with 90% of OOH energy coming from renewable sources.”

Clear Channel’s role extends to maintaining and enhancing public amenities, such as bus shelters equipped with solar panels and air-cleaning technology. Alex adds,

“We provide a service to the public and it is paid for by advertising… it’s defibrillators, it is solar panels on top of shelters to power the courtesy lighting.”

This dual role as both an advertiser and an infrastructure provider underscores the broader societal value of OOH advertising.

The Future of OOH Advertising

Looking ahead, Clear Channel envisions a future where OOH advertising continues to innovate and reduce its environmental impact. The company’s ongoing projects include off-grid shelters powered by solar panels and the use of recycled materials in infrastructure development.

This forward-thinking approach aligns with Clear Channel’s commitment to sustainability and positions them as a leader in the industry. Alex concludes,

“We have lofty ambitions to hit those net-zero targets… we never stop, it’s constantly what’s next, what’s next.”

The conversation between Charlie Martin and Alex Fahey sheds light on the sustainable innovations in the OOH advertising industry. Through rigorous research and a steadfast commitment to sustainability, Clear Channel demonstrates how the industry can reduce its environmental footprint while contributing to societal infrastructure. As the industry continues to evolve, initiatives like Project Jade and Ad Net Zero will play crucial roles in driving collective progress toward a more sustainable future.

In the current business climate, the responsibility of companies to “be good” extends beyond profit-making. This responsibility encompasses ethical business practices, environmental sustainability, community engagement, and fair treatment of employees. This broader notion of corporate responsibility was explored in depth during a recent episode of The Responsible Edge Podcast. Host Charlie Martin engaged with Margaret Ward, founder of Claddagh Creative, to discuss how businesses can achieve growth with integrity.

Margaret Ward’s journey to founding Claddagh Creative is a testament to her commitment to ethical marketing and sustainability. As she described in the podcast, her path was not straightforward. Initially aspiring to be a midwife or nurse, Margaret’s career trajectory changed due to personal circumstances, leading her to discover a passion for marketing.

“My journey technically starts when I was like 16 years old… I always knew I wanted to help people, and when I discovered marketing, I realised it was a way to help people in different ways.”

Margaret’s diverse experiences, from internships at digital agencies to working in fast fashion and sustainable businesses, shaped her understanding of what ethical marketing should be. She launched Claddagh Creative in 2020 with the mission to work with ethical and sustainable brands, focusing on creating a positive global impact through holistic and transparent marketing strategies.

The Core of Ethical Marketing

Margaret’s philosophy at Claddagh Creative revolves around the concept of “person-first” marketing. This approach emphasises treating clients, their audiences, and the community with respect and integrity. One of the critical strategies she implemented to ensure ethical practices was to avoid having direct account managers. Instead, team members who work directly on the accounts also manage client relationships.

“We do technically have account managers, but they’re people who work directly on the account as well,” Margaret explained.

“This way, we ensure that there are no mixed messages and the client’s story is fully understood and conveyed.”

Margaret’s insistence on this approach stems from her observations in the industry. She noted that traditional agencies often have account managers whose sole job is to keep clients happy, leading to potential communication gaps and a lack of in-depth understanding of the client’s needs.

Accountability and Transparency

A significant theme in the conversation was the importance of accountability and transparency in business practices. Margaret emphasised the need for businesses to back up their sustainability claims with concrete actions and data. This principle is embedded in Claddagh Creative’s thorough onboarding process.

“Our onboarding process is quite thorough. Clients have to answer about 60 to 70 questions in different areas, with around 15 being specific to ensuring they are genuinely committed to sustainability,” Margaret said. “If they can’t back up their claims, we guide them to invest time into understanding and improving their practices.”

This rigorous vetting process not only helps maintain the integrity of Claddagh Creative’s work but also encourages clients to critically evaluate and enhance their sustainability efforts.

Person-First Approach to Business

One of the most compelling aspects of Margaret’s approach is her focus on the people behind the business. She believes that ethical marketing is not just about the end consumer but also about treating employees and partners with respect and dignity.

“People will go the extra mile if they feel respected and nurtured,” Margaret stated. “It’s about engaging people, which means capturing what makes us human. Our clients’ teams are a reflection of their values, and by treating them well, we see better work and stronger relationships.”

Margaret’s person-first approach aligns closely with the ideas presented in the Forbes article discussed during the podcast. The article highlighted that companies should prioritise high-impact areas, hold themselves accountable, and put their people first to be better corporate citizens.

High-Impact Areas and Sustainable Practices

Margaret’s work with Claddagh Creative is a practical example of focusing on high-impact areas. She collaborates with clients to create ethical marketing strategies that resonate with their core values and drive significant positive impact.

One of her clients, PROTSAAH, a Swiss-based jewellery brand, exemplifies this approach. “They work with incredible artisans, and their focus is not just on creating beautiful products but also on ensuring fair treatment and support for their artisans,” Margaret shared. “This holistic approach is what makes their business truly sustainable.”

The Future of Ethical Marketing

Looking ahead, Margaret envisions a future where authenticity and personalisation are at the forefront of marketing strategies. She believes that businesses must move away from mass marketing tactics and focus on building genuine relationships with their customers.

“People want to feel like they are more than just a number,”

Margaret said. “Using data to personalise experiences and truly understand your customers’ needs will be key to building long-lasting relationships.”

This perspective aligns with the growing trend of conscious consumerism, where consumers increasingly prioritise ethical and sustainable practices in their purchasing decisions.

The Responsibility to Be Good

The conversation with Margaret Ward on The Responsible Edge Podcast highlights the multifaceted nature of corporate responsibility. It underscores that being “good” in business is not just about ethical marketing but also about treating people with respect, holding oneself accountable, and focusing on impactful areas.

As Margaret aptly put it,

“If you want to get to your goal, don’t hold yourself back. Trust your gut and always strive to be a good person in everything you do.”

In an era where stakeholders demand transparency and ethical practices, businesses must rise to the challenge and embrace their responsibility to be good. By doing so, they can achieve sustainable growth, build trust with their customers, and make a positive impact on the world.

In this episode, Rebecca Heald, a consultant specialising in leadership and well-being, discusses the value of psychological safety within marketing teams. Through her journey of personal challenges and professional success, she illustrates the essential role that psychological safety, genuine leadership, and support play in the success and growth of marketing teams.

From Adversity to Advocacy

Rebecca’s path through significant personal challenges, including a difficult marriage and mental health issues, to a position where she champions positive change, highlights the strength found in resilience and self-reflection. Her narrative goes beyond simply overcoming obstacles; it’s about using her experiences to drive her passion for creating more nurturing and supportive workplaces.

On her career shift, Rebecca states,

“I ended up going to retrain… as a nutritionist, of all things. But I think, at this point, it was like a cry for help. In a way, I think I was still trying to help myself.”

This move towards a profession focused on healing marks a critical step in her aim to improve well-being and leadership across organisations, linking personal development directly with professional goals.

Psychological Safety in Marketing

At the heart of Rebecca’s approach is the notion of psychological safety in teams, foundational for sparking creativity and innovation. She highlights the need for an environment where team members are encouraged to explore, create, and view failures as opportunities for growth. Such a setting, which actively promotes taking risks, is vital for nurturing innovative ideas in marketing.

A Culture of Support and Growth

Rebecca delves into how leadership is crucial in fostering psychological safety.

“Leaders set the stage for psychological safety, making it clear that openness, learning from mistakes, and mutual support are not just encouraged but expected,”

she describes, pinpointing a moment of realisation about the importance of leadership and organisational culture in promoting ethical marketing practices. She advocates for a leadership approach that goes beyond conventional goals, emphasising well-being, personal development, and cultivating a supportive organisational environment.

Authenticity and Sustainability

Rebecca speaks strongly in favor of including genuine authenticity and sustainability in marketing approaches. She suggests,

“It’s all about coming back to our purpose… if you are not that kind of business… be honest about it.”

This emphasis on honesty and staying true to one’s core values underlines the importance of marketing methods that are effective and truly mirror an organisation’s dedication to positively impacting society.

Confronting Challenges and Embracing Growth

Rebecca’s perspectives go further than just psychological safety and leadership, touching on the wider issues related to adopting sustainable and ethical approaches in marketing. Acknowledging the intricate nature of this task, she stresses the significance of ongoing learning, flexibility, and the bravery required to confront difficult realities for true change.

Lessons in Leadership and Legacy

Looking back on her diverse career, Rebecca presents a future vision for leadership and marketing deeply anchored in honesty, compassion, and dedication to lasting achievement.

“It’s never too late… to start again, to redefine things,”

Rebecca encourages, promoting an attitude of openness to change and ongoing growth, on both a personal and professional level.

Her discussion serves as a powerful encouragement for organisations to focus on developing inclusive, forward-thinking, and morally solid marketing practices. By adopting the concepts of psychological safety, principled leadership, and a true dedication to sustainability, businesses can successfully manoeuvre through today’s complex environment, ensuring their approaches are not just effective but also meaningfully resonant and in line with their fundamental values.

“Every marketing decision has an environmental consequence,”

Michelle noted, reflecting on her early career realisation that marketing efforts could lead to significant waste. This awareness led her to pledge a part of her business to educating others on sustainable marketing methods, a commitment that birthed the Green Marketing Academy.

The Catalyst for Change

The deciding moment for Michelle came during a trade show she was responsible for, where the excitement of seeing her designed materials being picked up by attendees quickly turned to despair as she witnessed the disposal of these materials, en masse, at the end of the day.

“I never thought about how much waste just marketing itself can produce,”

she noted. This experience was not only a wake-up call but also a call to action for Michelle, highlighting the urgent need for a shift towards more responsible marketing practices that minimise environmental impact.

Educating for a Sustainable Future

At the core of Michelle’s mission is the Green Marketing Academy, an educational platform dedicated to teaching marketing professionals how to adopt more sustainable, ethical, and inclusive marketing practices. Through this initiative, Michelle emphasises the importance of understanding the broader implications of marketing activities on the environment, urging marketers to consider the lifecycle of their promotional materials and the digital carbon footprint of their campaigns.

Practical Steps Towards Sustainability

One of the most actionable insights from the podcast was the discussion on practical strategies for reducing the environmental impact of marketing efforts. Michelle advocated for a transition towards digital marketing platforms, mindful consumption of resources, and the creative reuse and recycling of marketing materials. She also highlighted the significance of authenticity in communicating a brand’s sustainability efforts, stating,

“Consumers value honesty and are more likely to support brands that are transparent about their sustainability efforts.”

A Call to Action

Michelle’s conversation serves as a reminder of the role marketers play in shaping a sustainable future. By prioritising education and adopting sustainable practices, marketers can lead by example, demonstrating that it is possible to achieve business objectives while also caring for the planet.

“Let’s make marketing a force for good,” Michelle championed, inspiring a new generation of marketers to embrace sustainability as a fundamental aspect of their work. Her message is clear: understanding and mitigating the environmental impact of marketing is not just an ethical choice but a necessary step towards a more sustainable and equitable future.