Katy Link’s Post

It was great to be back at ISPO last week, one of the most impactful talks I joined was from Fredrik Ekström. He shared some insights that are pivotal to brands who care about environmental and social impact. 1️⃣ Why is now what Consumers are no longer content with messaging around purpose. They want to see action and proof of action. Patagonia has been leading this for years, but we're seeing more brands (like Finisterre) leading with change-driven brand campaigns. Brand activism is in. 2️⃣ Community matters Brands that create the forums for their audience to co-create experiences and make human connections, will create brand loyalty. At We Are Kula CIC, we've noticed this first-hand. Our movement and mindfulness classes create spaces to meet like-minded people. And we've seen friendships blossom because of it. 3️⃣ Biodiversity is on the agenda Fredrick’s research found that biodiversity has topped the priority list for consumers. As CSRD comes online and the Taskforce on Nature-related Financial Disclosures (TNFD) grows in importance, it's crucial for brands to consider nature and biodiversity. If you're in the outdoor industry, you should speak to Dan Yates (the new Exec Director at EOCA European Outdoor Conservation Association). But it wasn't all talks. It was great to see Jordan Wright, Angus Shepherd, Debbie Read, Sarah Kampf, Max Hänisch, Jonas Schneider and Giorgia Garancini. And fleetingly bump into Charles Ross - mostly because he was sat behind me at talks... I'm excited that 2025 is going to be a year of action. I'll be starting it by joining the The Better Business Network's Summit in Jan, run by the amazing 👩🏻💻Hannah Cox. If you're in the business of doing business better, you should be there.

Ever wondered how sustainable CPGs are dominating the game through social media? 🌿✨ Our latest blog showcases some stellar success stories that unfold the magic of how other brands created strategic social media campaigns. Visit this link to read the full post! https://lnkd.in/dcmGkj6f #SustainableCPG #SocialMediaTriumphs #GoGlobalInsights #WellnessMarketing #SocialMediaForGood #BuildingTrust #GoGlobalAgency #Sustainability #SustainableMarketing #MissionDrivenStrategies

Want some daily inspiration? Watch Sprout's latest webinar, featuring Patagonia—available to watch now! In this inspiring conversation, learn how Patagonia leads with a social strategy that not only drives business goals but also authentic engagement and community online and offline. You won't be disappointed—check it out now!

From Silenced to Growing An Online Following to Over 400K 🌿 I recently tallied the online following for Farmer Cee and Green Heffa Farms' brands and was shocked that it has blossomed to over 400K! This journey has been a testament to the power of authenticity, unwavering values, and genuine connection. I actually manage most of both brands' content creation and love working with other farming brands to show them how I cultivated this vibrant community: 1. Being Unapologetically Authentic From day one, I’ve been committed to sharing my true self and the values of Green Heffa Farms—raw, real, and unfiltered. Authenticity resonates, and it has helped build trust and loyalty among our followers. 2. Adhering to Our Core Values Our mission is rooted in love for the planet, social equity, and wellness. Every piece of content, every story, and every interaction is aligned with these values. By consistently highlighting our commitment to these principles, we’ve attracted a community that shares and supports our vision. 3. Engaging Storytelling People connect with stories, and we have plenty to tell. From the challenges and triumphs of organic farming to the inspiring journey of building a Black woman-owned B Corp, we’ve used storytelling to create emotional connections. With the exception of this platform where I have a lot of nosy ex-colleagues 👀, our followers aren’t just spectators; they’re part of our narrative. 4. Educational Content Sharing knowledge has been key to our growth. By offering insights on medicinal plants, sustainable practices, and holistic wellness, we’ve positioned ourselves as a valuable resource. Educational content not only attracts followers but also empowers them to live healthier, more sustainable lives. 5. Community Engagement Building a following is about creating a community. We actively engage with our followers—responding to comments, participating in discussions, and even incorporating their feedback into our practices. This two-way interaction fosters a sense of belonging and loyalty. 6. Consistency and Patience Organic growth takes time. Understand that building a meaningful following is a marathon, not a sprint. Patience and perseverance have paid off, allowing us to grow steadily and sustainably. 7. Celebrating Diversity and Inclusion As a Black woman-owned business, we proudly highlight our unique perspective and the diversity of our team and community. Celebrating our identity and advocating for inclusivity has attracted a diverse and supportive audience. 8. Collaborations and Partnerships Partnering with like-minded individuals and organizations has expanded our reach. Collaborations amplify our message, introduce us to new audiences, and reinforce our commitment to our values. Thanks to Dovetail Workwear for ensuring I look fly in truly functional workwear for farming. #GreenHeffaFarms #FarmerCee #Authenticity #SustainableFarming #Community #OrganicGrowth #SocialEquity #Wellness #Herbs

Sustainability in advertising focuses on promoting eco-friendly products and practices while reducing the environmental impact of ad campaigns. Brands are increasingly using sustainable messaging to connect with conscious consumers. For example, Patagonia emphasizes its commitment to environmental conservation in its ads, aligning its values with its audience. Additionally, companies are adopting green ad practices, such as reducing carbon footprints in digital ads by optimizing file sizes and limiting unnecessary ad placements. This trend not only enhances brand reputation but also meets growing consumer demand for sustainability. #SustainabilityInAdvertising #EcoFriendlyMarketing #GreenAdvertising #DigitalMarketing #SustainableBrands #ConsciousConsumers #EnvironmentalImpact #BrandReputation #MarketingTrends #AdInnovation

I was looking at some marketing campaigns to get inspiration for Gusto Snacks and came across this brilliant piece of marketing from Patagonia. We all know Patagonia is the pinnacle of sustainability, but what truly stands out is how they make their campaigns so engaging and far from boring. This campaign, when read from the bottom up, sends a bold, hopeful, and urgent message about the climate crisis. It’s a perfect example of how ethical brands can think outside the box to educate and inspire consumers in a meaningful way. As ethical brands, we have a responsibility to be bold, fun, and imaginative in our storytelling. Campaigns like this not only make an impact but also capture customers’ attention on the most pressing issues of our time. ✨The campaign read from bottom up: Because we don’t have a choice We need to demand a liveable future And we refuse to believe It’s too late to fix the climate crisis Because at the end of the day We can imagine a healthy planet So don’t tell us that we’re all screwed What do you think? How can we be more creative in driving change? #Marketing #Sustainability #Creativity #SustainableBrands

𝗝𝗼𝗯 𝗱𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻𝘀 𝗮𝗿𝗲 𝘂𝘀𝗲𝗹𝗲𝘀𝘀. Judging whether photos are too saucy for a billboard? Not in the CEO job pack 🫠 It's a tough job, but someone's gotta do it. You see, Hubbub's new campaign is all about inspiring default dairy drinkers to give plant milks a try. • Over half of Brits are open to drinking less dairy...🥛 •  ...but more than a quarter of us have never even tried an alternative. 🥥 • We want you to find your "oooh" without the moo. 🐮 Our insight showed that when people try plant milks, they found them surprisingly satisfying. So the campaign plays on that, with a playful twist. It's not "milk" as you know it, but it still hits the spot... ☺️ Oh, and did we mention that oat, almond and soy all generate at least 68% fewer greenhouse gas emissions than dairy? More on that another day. In the meantime, keep'em peeled for billboard, tube ads, bus stops, podcast ads and much more as we take a fun, positive environmental message to the mainstream. It's all part of Hubbub's work to inspire simple, pragmatic shifts to inspire more sustainable diets. If you want to know more, collaborate or support our work, please get in touch. Oh - and did we get it right? Part of me feels we could have even gone a bit saucier... 😳 (Shout to Mark Breen, Rosie Gordon Lennox, Marion Guerbet, Sarah Divall & Sinéad Molloy - all pictured - and all Hubbub team who have brought this work to life, including designer Chris Pearce and food bosses Mia H. & last-not-least Aoife Allen! Dream team.) ++ P.S. I'm CEO of environmental charity @Hubbub. We bring business, government and civil society together to create campaigns that make it easier and more possible for all of us to make choices that are good for the environment. Follow me - Alex Robinson - to find out how, or get in touch for more.  

🚀 **New Class Project!** 🚀 I'm excited to share my latest class project, where we are exploring the remarkable journey of VerdeVida. This organization, dedicated to environmental protection, has grown from humble beginnings to a global presence in over 30 countries. Our project will analyze VerdeVida’s mission, vision, and strategies for creating a sustainable future. ### **Project Highlights:** - **Mission & Vision:** Understanding VerdeVida’s commitment to protecting natural ecosystems and promoting sustainability. - **Communication & Marketing:** Analyzing how VerdeVida uses social media, partnerships, and storytelling to spread their message and engage the community. - **Innovative Approaches:** Exploring how the organization continuously seeks sustainable innovations and collaborates with influencers and businesses. ### **Objectives:** - Gain insights into VerdeVida's strategies and impact. - Identify key elements that contribute to their success in raising environmental awareness. - Develop recommendations for enhancing their communication and marketing efforts. Stay tuned for updates as we dive into the inspiring story of VerdeVida and their efforts to create a greener future! #VerdeVida #EnvironmentalSustainability #ClassProject #BusinessStudent #Innovation #MarketingStrategy #SustainableFuture

3 Reasons Why I Think Everyone Should Watch This Ad 'The Refuge: Fighting for a Way of Life' by Patagonia is one of the best examples of branded content ever made. If you've watched it, then you know exactly what I'm talking about. But if you haven't, here's why: 1. Positive Messaging Instead of producing an ad promoting their latest outdoor gear, Patagonia commissioned a documentary film that supports a cause aligning with their environmental values. This approach highlights their commitment to sustainability and demonstrates how brands can use their platforms for good. 2. Powerful Storytelling The documentary tells the story of the Gwich'in people's struggle against Alaskan oil drilling. It focuses on two Gwich'in women fighting to protect their land from destruction. This compelling narrative draws viewers in and makes the issue feel personal and urgent. 3. Highlighting Important Issues This branded documentary powerfully raises awareness for a great cause normally ignored. It offers educational value about environmental and cultural issues, making it more than just a film but a tool for change. This documentary is a perfect example of a brand raising awareness of a worthy cause that aligns with its principles. I can't recommend this branded documentary enough.

Greenwashing costs money – but is there more to it with clever PR tactics? Oatly has agreed to a $9.25 million settlement over allegations of greenwashing and artificially inflating share prices, pending court approval. The lawsuit, initiated by investor Kai Jochims following Oatly's $1.4 billion IPO, accused the company of overstating product demand and environmental credentials. Oatly had branded itself as a more sustainable option than cow’s milk or other non-dairy alternatives to consumers and investors but had given a misleading impression through its sustainability claims. Among the examples cited, was Oatly’s June 2021 presentation to investors which included data based on a 2013 study that was updated 3 years later. The data did not include the impact of the company’s expansion into Asia or the United States. It was also alleged that Oatly had cherry-picked data by omitting that its water consumption is higher than that of making cow’s milk. The company’s 2019 sustainability report also showed that its New Jersey plant was using 55% more water for every litre of oat base than its facilities in Sweden and the Netherlands. Wastewater issues were also cited. Despite the legal challenges, Oatly has shown positive financial growth and remains committed to environmental initiatives, including the F.A.R.M movement to reduce its climate footprint. The Oatly lawsuit teaches us an important lesson: being honest about how green your products are is fundamental. While it's good for businesses to aim for sustainability, they must back up claims with facts. In an interesting twist, Oatly took an unconventional approach by creating a website called fckoatly.com, dedicated to showcasing the criticisms and negative comments the company has faced over the years. The website gathers all boycotts, lawsuits, and criticisms in one place and faces these challenges head-on. This strategy diverges from traditional corporate PR tactics and shows an alternative approach to openness. Other businesses such as Ace & Tate took a similar approach of openly owning up to their lack of sustainability and the subsequent actions taken, but kept it within their company’s one website. For Oatly, is this a case of lesson learnt, combined with clever marketing, or a case of funnelling greenwashing and negative PR elsewhere? https://lnkd.in/gAmc4BJQ https://lnkd.in/ggBbv-_H https://fckfckoatly.com/ (Photo credit: Planet Tracker) #Greenwashing #LegalSettlement #Sustainability