Anna Mullenneaux’s Post

👋 People of LinkedIn… I need your help! 🌎 What is it that you think of when you see or hear the word ‘SUSTAINABILITY’? What does it mean to you? Does it change your buying habits? If a business claims to be sustainable does it make you more likely to become a customer? Sustainability means different things to different people. Areas you value will differ to those your friends, family, colleagues etc value. It doesn’t mean anyone is more or less right than anyone else but it does impact how you purchase and what you purchase. There are globally now so many different accreditations businesses can apply for which offer some comfort to consumers that they are ‘doing good’ in their practices, but how many of us read into which areas they’ve met to qualify? Or do you just see the badge near their company logo and assume everything about them is ‘good’? We’re currently working on a REALLY exciting project which we can’t wait to share but sustainability is absolutely crucial to us in delivering this. For me personally, I didn’t think about it all that much until I had my children. It’s only in the last 5 years I’ve really spent time thinking about the impact we all have both today and also long after we’re gone. ESG is a huge board level topic but do you feel that really translates into the ‘day to day’ of the brands you observe? We want to prove that every single element from the ground up has been thought through and the most sustainable choices made to ensure a business is built in an entirely sustainable, ethical and holistic way so that not only does it do good, but it also stands for it too. Let me know in the comments below ⬇️ what it is that springs to your mind when you hear ‘Sustainability’ and what you value more than anything else when it comes to brands you trust. And make sure you’re following me and Coleid Limited to be the first to see when this launches! Thanks all! 🙌

If businesses show they care do their customers care? Yes according to recent research from Mark Fawcett from We Are Futures. Citing research showing 66% of Gen Z said they want brands to spend less money on TV, radio and digital campaigns and more on initiatives with a ‘positive impact’ on their lives. His article in The Marketing Society https://lnkd.in/eVzAWRTu ponders if this is due to secrecy. Brands are nervous about showing their true colours and all the potential political backlash that can go with that. Also, secrecy about being able to reveal a lot of the work done in areas of social mobility where individuals and results need to be treated with care and sensitivity. I do believe there is some truth in that. However from my own experiences I feel the core issue is one of understanding true impact for all concerned and being bold. The impact on brands who demonstrate impact on their campaigns (when well considered with quality creative) is significant. The impact on employees involved is also highly significant and in a competitive landscape for talent that matters. Increased campaign impact and motivating employees makes for bottom line uplift. Simply put supporting social impact, when done in an authentic and structural way, leads to a situation where everyone can win.   With the onset of the Corporate Sustainability Reporting Directive in 2024 many boards and by association executives will start to look much closer at their ESG reporting and the “S” will come ever more into focus. Businesses that have an authentic role in delivering social impact and are prepared to be bold with how they tell that story can expect to reap rewards, as will the individuals involved in the programmes they deliver.

Embracing Sustainability and Purpose: The New Frontier in Marketing In a world where environmental consciousness reigns supreme, consumers are seeking more than just products—they're seeking brands that share their values. To truly thrive, businesses must embrace sustainable and purpose-driven marketing strategies that resonate authentically with their identity. It's no longer sufficient to merely showcase eco-friendly initiatives. Brands must integrate sustainability into their core practices, champion social causes, and genuinely embody their purpose. Brands that earnestly commit to sustainability not only attract but also retain a loyal and socially conscious customer base. By aligning with these principles, companies not only meet the expectations of their audience but also position themselves for enduring success in the dynamic landscape of marketing. Ever heard of Cause Marketing? It’s a process where marketing teams collaborate with social or environmental causes to raise awareness and support sustainable initiatives. An example of this is Marks & Spencer, who have been running cause marketing for over 10 years now. In collaboration with Macmillian, they’re the lead sponsor of the popular Macmillan Coffee Morning. #Sustainability #PurposeDrivenMarketing #ConsciousConsumerism

The 'say-do' gap, where consumers express a desire for sustainable products but don’t vote with their wallets when it comes down to the purchase, is a challenge and one that marketers must overcome.   In an insightful interview from Cannes hosted by Georgie Frost, Ad Net Zero US Director John Osborn and Lauren Taylor, Managing Director and Partner at Boston Consulting Group (BCG) and global lead of BCG’s customer-centric sustainability and innovation business, discuss how we’re at a tipping point thanks to case studies and research proving that sustainability and growth can coexist.   They emphasize the importance of innovation and customer-centricity in closing this gap faster. Recent research from BCG adding to their Mainstream Green library delves into this topic further, advocating for deep tech innovations to unlock things that serves the variety of needs and performs better, to bridge the gap and overcome barriers to sustainable choices.   "[Campaigns] have to be customer-centric. What do people actually want? What do they want to buy, do? What services do they need? And when it's de-averaged by segment then we can figure out the sustainable solution that will actually meet those needs. And then advertising can serve its purpose to influence towards something that is both profitable and purposeful." - Lauren   "We have to be more ‘show’ vs. ‘tell’. The more we can show examples of what we mean by this, it's for the betterment of business and sustainability." - John   The research also outlines four key principles to help companies eliminate tradeoffs between sustainability and customer needs, enhancing both profitability and environmental outcomes. 👉 Check it out here: https://lnkd.in/gs9b-jPU Melike Yavuz Inonu Jerome Moreau Rodolphe Mouvet John Paschkewitz Andrew Reilly

The most expensive words in business aren't "we failed" - they're "we'll make an exception just this once." You've got your vision nailed down. You're itching to dive into missions and goals. I get it - the excitement to start "doing" is real. But here's the thing: you're missing a game-changing piece of the puzzle. Let's talk about guiding principles. (No, not those fluffy value statements that end up as wall art in your break room). Also called your ten commandments (you don't need 10!) or what we sometimes call "Ani Maamin אני מאמין". Take Patagonia - they live and breathe their principle "Cause no unnecessary harm." When they discovered their cotton suppliers were using harmful pesticides, they completely overhauled their supply chain to go 100% organic. That wasn't cheap or easy, but principles aren't supposed to be. Here's what I mean about real principles: A digital reputation company I know made a bold choice - they flat-out refuse to work with porn or gambling sites. That's leaving serious money on the table. But you know what? They sleep better at night, and their team knows exactly what they stand for. Why should you care about guiding principles? They're your BS detector. In a world throwing endless "opportunities" at you, your principles help you say "Nah, not for us" without losing sleep. Think of them as your strategy's spam filter. They are your real power move: Rock-solid principles make creating your mission and goals almost intuitive. Look at IKEA—their principles of affordability, sustainability, and design naturally led to their mission of 'creating a better everyday life for the many people' and goals like sourcing 100% renewable materials and making their products more accessible. Your principles act like guardrails, steering your mission toward what matters most and filtering out goals that don't align. They're your strategy's secret weapon. They make you stand out (for real). I worked on strategy for a women's sports org recently. The principles we helped them identify, principles around empowerment and belonging weren't just nice words - they shaped everything from their programs to their marketing. That's what authentic differentiation looks like. They're your team's compass. With everyone working from everywhere these days, you can't micromanage decisions. Solid principles mean your team in Israel makes the same value-based calls as your crew in Toronto. They're like a dating profile for your business. Clear principles attract the right people and opportunities while keeping the wrong ones at bay. No awkward breakups needed! Here's my favorite reality check: Ask yourself, "Would we stick to this principle even if it cost us money?" If you're hemming and hawing, it's not a principle - it's just a preference. (Patagonia and IKEA pass this test with flying colors!) Your vision is your destination, but your principles? They're the illuminated road you're willing (and not willing) to take to get there.

Can sustainability drive profits? Absolutely. In an era where consumers are increasingly voting with their wallets, sustainable brands are not just a nod to environmental responsibility—they're turning into profit powerhouses. The key? Effective paid advertising strategies paired with innovative funnels that resonate with values-driven consumers. It's about crafting a narrative that doesn't just sell a product but tells the story of a better future. Our journey working with eco-conscious brands has demonstrated one clear truth: the alignment of values and profitability is not just possible; it's profoundly impactful. By leveraging cutting-edge ad technologies and funnel strategies tailored to the green market, these brands are scaling to seven figures and beyond. So, if you're wondering whether your commitment to sustainability can coexist with ambitious revenue goals, let this serve as your reassurance. The future of business is green, profitable, and within your reach. Let's make sustainability the core of our growth strategy—not just for the good of our planet but for the undeniable boost to our bottom lines.

How do I begin to capture the spirit and community that exists within the Sustainable Brands sphere of influence? Last week, the best sustainability practitioners mashed up with the best brand marketers to imagine a more just and regenerative world - making the current products that we know and love better while re-designing what comes next. ✨ My main highlights! Dr. Anastasia Kārkliņa Gabriel from Reddit, Inc. challenged us to reimagine the futures we want to bring into being - using crisis as a source for rapid innovation. Culture starts first with relevant real-time conversations that lead to community that leads to change. >> SHE IS PHENOMENAL! Artist-Activist, Ben Von Wong, reminded us that as humans, we need fantasy and art to make crisis more palletable; that while marketing remains competitive - art is collaborative and can challenge us with questions like, “What movements can I support? What solutions can I champion? And what hope can I create?” 🧜🏼♀️ There was an amazing session with Suzanne Shelton of Shelton Group, an ERM Group company that tapped into “What is Circularity?” And involved thinking around product innovation, behavioral design, market activation and consumer messaging. Another panel that included Stephen Ritz, who founded Green Bronx Machine and Phil Berry, IDSA at Pima Community College - among others - focused on the responsibility we have to educate students to understand the world they live in, using it as an anchor for building the next-gen of change agents. 🏫 If you haven’t heard of Regenovate out of the UK- you have to check them out! In a small group with Daniel Aronson, Lina Constantinovici, Dimitar Vlahov and Andrew Watson - we worked through the concept of “Value Reframed” and really questioned “What Creates Value?” As we move from shareholder value to shared value and now to systems value - capital is being redefined and Financial/Maufacturing, Human/Social, and Natural Capital are being looked at collectively to create a flow of value - all being seen as capital assets that need to be maintained and rebuilt, said another way, cared for through deep stewardship. ♾️ I could go on and on - but just a few last ideas… 💡 Dr. Marcus Collins !!!! Run to his book >> “For the Culture”! Everything he said reverberated throughout my body with a resounding - YES! Consumption is a cultural act… People are an ever-changing identity project… this means WE (all of us doing purpose-driven/impactful work) have to be better than everyone else > that if we can change the way we see the world - the world will change. Stop putting people in boxes b/c it’s easy and fluid… and start thinking of culture as a system of expectations and the intersectionality of who we are! 🎤 ⬇️ We ended with John C. Havens reminding us that at the end of the day - it all comes down to love. (And an captivating harmonica performance that allowed us to get fully present.) 💕 #BLCC #purposedriven #sustainability #impactleaders

Should Marketers be Promoting ESG & DEI for their Brands? Consumers are increasingly demanding transparency and corporate social responsibility from the brands they support. Brands such as IKEA, Patagonia, Ben & Jerry’s, Warby Parker and TOMS, to name just a few, are leading the way on environmental and social change initiatives. Here’s why and how your brand should embrace ESG (Environmental, Social, Governance) and DEI (Diversity, Equity, Inclusion): 1. Meet Consumer Demand: A significant majority of consumers prefer to buy from brands that are environmentally conscious. Sustainability is not just a trend; it’s a critical aspect of brand loyalty and consumer trust. According to a recent study, 86% of consumers believe that companies should take a stand on social and environmental issues . 2. Enhance Brand Reputation: Incorporating sustainability into your marketing strategy enhances your brand’s reputation. Ethical marketing practices build long-term relationships with customers, fostering trust and loyalty. 3. Drive Positive Change: Brands have the power to drive positive environmental and social change. By promoting sustainable practices, you not only contribute to a better world but also inspire others to follow suit. By promoting ESG and DEI, brands can drive positive change, addressing critical issues such as climate change, inequality, and social justice. It’s not just about doing good - it’s about doing what’s right. Sound reasonable? 🌱 Ready to Make a Change?: At Sapphire Sky Image Marketing, Inc., we help brands develop and communicate their social and sustainability initiatives effectively. Let’s embrace ethical marketing and connect with a conscious consumer base to make a difference together! 📞 Contact us today to LEARN HOW we can help your brand shine and shine a light on positive change. #CorporateResponsibility #EthicalMarketing #ESG #DEI #SapphireSky

Should marketers be promoting ESG & DEI for their brands? Consumers are increasingly demanding transparency and corporate social responsibility from the brands they support. Brands such as IKEA, Patagonia, Ben & Jerry’s, Warby Parker and TOMS, to name just a few, are leading the way on environmental and social change initiatives. Here’s why and how your brand should embrace ESG (Environmental, Social, Governance) and DEI (Diversity, Equity, Inclusion): 1. Meet Consumer Demand: A significant majority of consumers prefer to buy from brands that are environmentally conscious. Sustainability is not just a trend; it’s a critical aspect of brand loyalty and consumer trust. According to a recent study, 86% of consumers believe that companies should take a stand on social and environmental issues . 2. Enhance Brand Reputation: Incorporating sustainability into your marketing strategy enhances your brand’s reputation. Ethical marketing practices build long-term relationships with customers, fostering trust and loyalty. 3. Drive Positive Change: Brands have the power to drive positive environmental and social change. By promoting sustainable practices, you not only contribute to a better world but also inspire others to follow suit. By promoting ESG and DEI, brands can drive positive change, addressing critical issues such as climate change, inequality, and social justice. It’s not just about doing good - it’s about doing what’s right. 🌱 Ready to Make a Change?: At Sapphire Sky Image Marketing, Inc., we help brands develop and communicate their social and sustainability initiatives effectively. Let’s embrace ethical marketing and connect with a conscious consumer base to make a difference together! 📞 Contact us today to LEARN HOW we can help your brand shine and shine a light on positive change. #CorporateResponsibility #EthicalMarketing #ESG #DEI #SapphireSky

When we chat with brands about how to communicate their sustainability efforts better, an important issue is brought to light - the gap between sustainability teams and brand marketing teams. At times, it's surprising to see how little cross-over these two completely intertwined teams have in the overarching strategy. As an increasing number of companies generate impact reports to meet growing sustainability demands, it’s crucial that these findings are integrated into the broader communications strategy. However, we often find this progress is celebrated and shared by nothing more than a single social post. From our perspective, the potential of aligning sustainability efforts and marketing strategies is significant and shouldn’t be overlooked. If brands nail the way they talk about their impact efforts and goals, this could help define their USP and therefore, drive sales. This learning serves as a reminder that even within the purpose-led community, there's still a lot of work to do. Striving for improved integration and communication between sustainability and marketing ensures that brands are not only maximising impact but also returns.