Matthew Kilgour

The wait is over... Meet “Nature’s Business”.🌳 Nature's Business (powered by Motion Manor!) is a fortnightly newsletter that collates time-sensitive and must-know information from the South East Wales Sustainability Community To begin with, each issue will address the following questions: 📌 What are the upcoming events you should know about? 💸 Is there any funding or opportunities in the region at the moment? 🎉 What local success stories haven't you heard of? My goal with this newsletter is to share with you all the information that I wish I knew or had access to on a more frequent basis... whilst sprinkling in some local spotlights and success stories for the burst of positivity we all need in a space that often feels doom and gloom. The newsletters that are out there are either hidden behind paywall memberships, or too infrequent to share regular and up-to-date information. If demand grows we are planning to increase frequency to weekly, as well as cover a broader region (Nationally?).   In the next couple of months, we'll be giving subscribers the option to receive each issue in English and/or Welsh. We'll then be looking to expand sections to potentially include academic research reports or even exciting job/collaboration opportunities. I may write Nature's Business, but it will be shaped by you. So if you have any events, suggestions or feedback... please get in touch. The official launch is Thursday 3rd October. Want to join the waitlist? Click the link below and subscribe 👇 https://lnkd.in/ezitina3 Owen Balmont Sullie Burgess Claire James Briony Latter Dan Read Ffion Spencer Tom Wantock Sarah Strickett David Rees #sustainability #newsletter #nature #business

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Clearly PR has hit 13,200 viewers of its content this year so far - not literally of course, that would be disastrous for our own PR. There is a theme that has emerged over the type of content which resonates the most. After the home, about, team, and careers pages, the most accessed content away from the structure of the site itself has been as follows: 1. CASE STUDIES: This supports the assumption that customers want to look beyond the bling and see if you really do deliver on your claims. We're very happy about this as we've got some absolute crackers on there, with one case study in particular taking centre stage (https://lnkd.in/encEz3Uu). 2. INSIGHTS: B Corp to B Corp Newsletter - our free fortnightly newsletter aimed at helping fellow B Corp businesses to get more from their PR. No sales, no sign up required, just great insights and real-world practical PR ideas for businesses to consider for their organisations (https://lnkd.in/eaHgpptz). 3. ORIGINAL RESEARCH & THOUGHT LEADERSHIP: Greenwashing Index report - an analysis of the prevalence of 'greenwashing' mentions in the UK media. Did you know that mentions increased more than 50% in the six months to 31st December 2023? (https://lnkd.in/eRYk_dqr) 4. TOPICAL COMMENTARY: Sunak's comms team screws up again - thought leadership piece on a trending story that caught the media's attention (https://lnkd.in/gpwpu4_k). 5. HOW-TO: How to get media coverage as a new B Corp business - this was a piece to camera that I recorded that provided a number of tips on how B Corps can get the attention of the media at a time when being a B Corp is no longer newsworthy (https://lnkd.in/eZYgfKds). So, in summary, content that adds value, offers possible solutions to everyday business challenges, sparks new ideas and innovations, and backs up your claims of how good you are as a service or product provider to those consuming it, is picked out by your audiences which in turn helps you stand out. Hope this helps you when planning your own content calendar for 2025! #PR #ContentMarketing

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Cheap as chips advice. Ritson bangs on about stuff he’s been banging on about for a while now. IPA Effectiveness winner McCain applying the known and proven fundamentals of marketing. Advice on a plate. It’s not rocket science. It’s available to all. It’s as easy as chips. It works. Just needs a little dollop of secret sauce. #strategy #creativity #humanity Chapter Brand Leadership

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Find out how much carbon emissions the images on your website are creating! The internet is pretty unsustainable at the moment (if it was a country it would be the 7th largest emitter of CO2 pollution!) 😬 And all of our websites are playing a part in this! 💪 A small change that can make a big difference is to optimise your images. This free calculator is amazing. It tells you: 🔶 How much CO2 your images are creating (in kilos and in equivalents like how much gas, how many cups of coffee…) ❌ Which images are most problematic 🔧How you can change it It’s really practical and really easy to understand even if you're not into tech. Give it a go: https://buff.ly/3txWbJJ #SustainableWeb #Sustainability #SustainableInternet

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Britain’s Youngest Protest! Quite thoughtful Let’s see why this Marketing campaign was catchy. The "Britain’s Youngest Protest" ad campaign involved babies from local areas in a unique and creative protest. This campaign was launched to highlight and address important social issues by using the powerful and emotional imagery of infants, which naturally draws attention and empathy from the audience. From a marketing perspective, the campaign was brilliant for several reasons: 1. Emotional Appeal: Featuring babies instantly creates a strong emotional connection, making the message more impactful. 2. Viral Potential: The unique concept of "youngest protest" likely encouraged social sharing, increasing the campaign's reach. 3. Community Involvement: By involving local babies, the campaign fostered a sense of community and local pride, making it more relatable and authentic. 4. Memorability: The unconventional protest angle helped the campaign stand out in a crowded advertising space, ensuring it was memorable. 5. Media Coverage: Such a distinctive and heartfelt campaign likely garnered significant media attention, amplifying its message beyond traditional advertising channels. Overall, the "Britain’s Youngest Protest" ad campaign effectively leveraged emotional appeal, community involvement, and media potential to create a powerful and memorable message.

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We're starting to see the wave of change promised before the election. It backs up the anecdotal stories, including one I heard by Kim Leadbeater MP at an Outdoor Industries Association (OIA) conference. Leadbeater was inspiring, driven and clear. Change was coming. Prevention rather than cure was going to be the new way, the only way to save the NHS. It would be difficult for any sensible person to argue against these policies considering the rise in obesity and the strain on the NHS, with one stat claiming that 1 in 5 kids are overweight or "living with obesity" by the time they reach primary. I can't say I full understand what "living with" means but hopefully we're all in agreement that state intervention was needed. It has to be a level playing field. You cannot leave this sort of decision up to multinational food companies driven by shareholder demands - it's simply not fair on those with a conscience. #foodbrands #obesity #advertising #brandadvertising #foodadvertising #marketing Continuous

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Thinking of becoming a B-Corp? Do it! (Well, MAYBE do it.) There are well over 2,000 B Corps in the UK, and a few weeks ago 1,800 people headed to Oxford for their largest ever gathering; B Corp Festival. Organic’s B Corp journey started about 6 years ago. When we certified, there were only about 150 B Corps in the UK and we were only the second in Devon. It’s fair to say that becoming certified is one of the best decisions we’ve ever made, but I’m also conscious that it’s not right for all businesses. It happened to be the right move for Organic because it supported our purpose, ‘Digital For Good’. (Our logic goes that if we want to be ‘Digital For Good’, then we should also fundamentally be ‘Business For Good’.) But the rub is that its hard work being a B-Corp, and it doesn’t automatically make you ‘good’. Firstly, you need to get certified, which involves a lot of paperwork and some practical changes to your business. Secondly, you then need to remain certified - it’s not a one-time thing. We have ‘B-Corp leaders’ to keep us true to ourselves but ultimately there needs to be a cultural commitment to B-Corps throughout the business, from the Board to entry-level new joiners. Thirdly, even if you remain active and certified, there’s still a question over whether or not you’re doing enough. There are plenty of organisations out there doing far more good than we are without going through B Corp certification. The certification sets an intention but it needs to be lived. For companies considering B-Corp certification, this article is a great starting point. If you’ve any doubts about whether it’s worth the effort, give it a read 👇 #Bcorps #Bcorp #DigitalForGood B Lab UK Organic | Certified B Corp UK

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Struggling to find a publisher in the current climate? Who isn't? That's why our episode with Jay Powell couldn't come at a better time. Listen now > https://lnkd.in/e4_mV_b6 Can't thank Jay enough for sharing his thoughts, perspectives and years of experience to shine some light on this ever-changing landscape. #marketing #business #bizdev #gamemarketing #indiegamemarketing #gameindustry #gamedev #gamedevelopment #publishing #gamepublishing

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If want to get to grips with Greenwashing – what it is and how to avoid it – The Anti-Greenwashing Guide for Agency Leaders is your bible. Released this week by Creatives for Climate , the guide aims to help advertising and communications agencies comply with the latest greenwashing laws, following the UN Secretary-General's call to stop greenwashing and support solutions. Inside the guide you'll find: 👉 The latest in regulatory frameworks 👉 Helpful tips to implement at the agency level to move away from inadvertent greenwashing (including a pull-out ‘How Not to Greenwash’ checklist) 👉 Principles to guide agencies on their path away from misleading and unsubstantiated claims in communications campaigns And much more... Take a look at the full guide here https://lnkd.in/eZWjGuvU #ClimateCommunication #Greenwashing #CreativeClimateAction

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Trust. Earned media, or PR as you or I may call it, is predicated on trust. A lot of people might think it's about spin, and then 'pulling in favours' from friendly journalists, but it isn't. As Parry Headrick often says, we're not the Mafia. To start with, the journalist has to trust the source that email or phone call is coming from - the email address, or number of the PR agency or agent. Gmail addresses often won't cut it. The more trusted content that then comes from that source, the greater the likelihood emails will be opened, read, digested, and coverage will land. For example, they might recognise the sender's name and know that person has sent them the right type of story before - data transparently presented, images readily available for download in the right format etc. This goes some way to explaining why coverage doesn't happen overnight. And why professional PRs are often better at landing coverage than founders. Of course it also has to fit into the journalist's (and of course editor's) schedule of content. So it has to be timely, topical, the correct sort of material for the publication, etc. It all starts with trust though.

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Good to see Aardman working with #TheRHS and #WildinArt to extend the reach of Shaun the Sheep this Summer. Art trails coming to #RHS gardens. Another example of the growing importance of 'live licensing' - think this sort of activity and partnership is a really good 'case study' of the value of #licensing showing how well known 'character brands' can be used proactively in new ways in the market. Definitely an area of the market that licensing has significant growth potential in. #aardman #arttrails #brandlicensing https://lnkd.in/eMe2_jCE

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We've taken our Carbon Literacy for Marketers course online so now you can learn in your own time and at a pace that suits you. Explore the climate science, the sustainability landscape and, its effect on people the planet and profitability. You'll take a deep dive into the critical role of organisations and the part Marketers and communication must play in responding to climate change. Becoming Carbon Literate myself really opened my eyes and my mind to what's possible and, the opportunities we have if we take the time to understand what's happening. Most importantly, we can do something about it. Carbon Literacy isn't just a professional must, it's personal! Find out more 🌎 https://lnkd.in/eXqdBczQ #carbonliteracy #marketing #communication #sustainablemarketing #onlinecourse #training #learning

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Nobody has to be a retired gardener. My latest blog post is chock full of experienced-based food for thought to help you make important decisions about your gardening future. To check it out, click on the link in my comment below.

Unsurprisingly, we get a fair few questions about why Webmart have a forest in Scotland. So, we've created a page which details why we did it, what it cost us to do it, what the benefits have been, and how you can do it yourself! If turning income into impact is something you're considering, we'd be more than happy to help if we can 🌲🌳 https://lnkd.in/eP32nUYy

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🐝It’s back! Are you joining No Mow May? 🌻 I’ve joined 15 others in my postcode area with my pledge to support insects and wildlife – in May and beyond. (It was fun to zoom in on the map to check how many others in my area have made a commitment). I’ve also learned how to measure the area of the lawn using Google maps (an unexpected bonus!) Why does No Mow May matter? 🌻 Because, as Plantlife say: “We’ve lost approximately 97% of flower-rich meadows since the 1930’s and with them gone are vital food needed by pollinators, like bees and butterflies.” “But your lawn can help! A healthy lawn with some long grass and wildflowers benefits wildlife, tackles pollution and can even lock away carbon below ground. With over 20 million gardens in the UK, even the smallest grassy patches add up to a significant proportion of our land which, if managed properly, can deliver enormous gains for nature, communities and the climate.” “This is why Plantlife calls for people to get involved with #NoMowMay every year, and let wild plants get a head start on the summer.” If you haven’t got a lawn, there are other ways to support the initiative – from sharing posts to learning how to encourage wildlife. 🌻 I’ve downloaded two information sheets, so I can nurture wildflowers in the lawn - and name the wildflowers – which has reminded me to plant yellow rattle. 🐝 All the info is here https://lnkd.in/eJ_KemND Could you join in, one way or another? 🌻 #nomowmay #plantlife #gardens

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‘Reassuringly expensive’ ‘Good things come to those who wait’ Two very famous taglines used by two massive brands that go firmly against two of the three words from that most overused and pretty dull phrase ‘Better, Cheaper, Faster’. Both highlighting the quality (the ‘better’ part) that results from either waiting a bit, or paying more. ‘Better, cheaper, faster’ remains a disappointing but popular catchphrase - using the rule of 3 to make it sound snappy, ambitious & future looking (see, it works). But if we take some time to actually think about its purpose, then it’s nothing more than a meaningless meme. My overriding concern with this ambition is that it could cause the wider research industry (which I care about deeply) to veer towards ‘Adequate, cheaper, faster’. And surely no one wants that. The focus seems to always end up on reducing cost and being quicker. So why is ‘better’ always the third wheel in the relationship? Better (in a research context) should mean higher quality, which naturally leads to a higher chance of uncovering the truth, which naturally leads to more accurate, more informed commercial decision making. Surely everyone wants that? Why would anyone want to be faster & cheaper, but worse? That’s not an ambition, that’s basically giving up on the whole purpose of research. Only when we have achieved better, should we consider faster and cheaper, otherwise it’s a race to the bottom. And, breathe Vince, for goodness sake breathe. Phew. Sorry about that. It’s just that our friends at Capuchin shared a great article on venting and how it can actually boost your appeal (generally very good news for me, though I normally do it in the privacy of my own car, so it doesn't have quite the same impact). Not sure this boosted my appeal? Maybe a bit too ranty. I need to practice more. I will get better (but not cheaper or faster). 

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My debut book launches on Kickstarter on 1 July and the campaign planning is in full motion. I've been experimenting with the book cover... Which one do you like the most? 🤔 1 – I chose GREEN as the main colour of the book as the colour of the Heart chakra, the most healing energetic centre that gently embraces the PINK, which is symbolic of the Inner Child! 2 – The Dragon theme came into the picture while I was setting up the campaign and I love that it brings a sense of play and imagination into the mix. 3 – Finally, the DARK book cover feels appropriate for it is in the darkest corners of our subconscious mind where we find the keys to our liberation! What do you think? Should I stick to the original cover or go for the Dragon-themed options? 🐲 Join the campaign: https://lnkd.in/d2PyKzJy Learn more: https://lnkd.in/dN_xtPqM #book #booklaunch #kickstarter #innerchild #storytelling #storyteller #higherself #bookmarketing #marketing #creativeprocess

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Impact isn’t just about products and services—it’s also about how you communicate your vision to your audience. In just over 48 hours, join me and Jade Chaudey to unpack your marketing and brand voice framework this Thursday, 27 June, at the Dream Impact / ESG Innovation Lab. We'll guide you through the steps into crafting an authentic, human-centric brand voice that resonates powerfully with your audience. You'll also gain clarity on your "always-on" marketing approach to keep your brand top-of-mind. By the end of our time together, you'll have an actionable worksheet to revamp your communication and take it to new impactful heights. 👇Sign up for your spot! #BrandCommunication #MarketingStrategy #Entrepreneurship #SmallBusiness

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Finding your north star story Our bespoke storytelling workshops will bring your brand to life. If you want to create a compelling and consistent north star narrative that will guide every conversation and all marketing collateral, then it's time to spread the word through storytelling. Through the power of narrative, we elevate brand messages to become more memorable. Why? Because, web sites become more welcoming, pitches and presentations become more powerful, social media more shareable, speakers more striking, content more colourful and PR more influential. Through storytelling, we care less about facts and more about feelings. This is how we help you cut through the noise. #global #PR #brandstorytelling #contentmarketing #marketresearch

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