Net Zero for Marketers

Marketing, advertising & PR

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At Positive Planet, we recognise both the power marketing professionals hold in driving behavioural change amongst stakeholders and the complicity they have in contributing to the climate crisis. Advertised-driven consumption adds an extra 32% to the carbon footprint of every person in the UK. That’s why we have teamed up with major marketing and advertising businesses to support the industry in reducing its own environmental impact and use its ever-growing reach to influence positive action.


Why sustainable marketing matters

Sustainability in marketing is crucial as it aligns businesses with the growing global awareness of environmental and social responsibility. In today’s conscientious consumer landscape, customers are increasingly drawn to companies that prioritize sustainable practices. Integrating sustainability into marketing strategies not only helps build trust and loyalty among consumers but also positions businesses as responsible. 

Sustainability initiatives can lead to cost savings, innovation, and long-term resilience by reducing environmental impact and resource consumption. Embracing sustainability in marketing not only meets the ethical expectations of consumers but also contributes to the overall well-being of the planet, fostering a positive brand image and ensuring business longevity in an ever-changing market.

“It’s been so good to get expert advice. We’ve been working with Connor who has been really helpful and clear on the process, timeline and what to expect next. I have put Positive Planet’s name forward on a steering group I’m part of for the advertising & media sector. It’s made us think about the structured approach we need to our carbon reduction journey. It’s given us a focus on who we need to get involved in the business, anticipated timelines & the order in which we need to do things. Essentially it’s given us a plan that we can easily follow! Without which we’d be guessing. Our carbon footprint report has been an important asset in the sustainability credentials we’re building as a brand.”

Ella Bransfield
Innovation Director at TrunkBBI

How to combat greenwashing 

Marketers often grapple with the fear of greenwashing, a deceptive practice wherein companies exaggerate or falsely claim their products or services are environmentally friendly. This fear stems from the potential backlash and damage to brand reputation that can occur when consumers perceive insincerity.

Greenwashing can erode trust, leading to disillusioned customers who may abandon a brand in search of genuinely sustainable alternatives. Marketers must prioritise transparency, authenticity, and genuine commitment to sustainability in their communications to build and maintain consumer confidence, ensuring that their eco-friendly claims align with concrete actions and verifiable practices.

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