Q&A with Michelle Carvill, author of Sustainable Marketing

It's one of the most important conversations businesses and marketers need to be having today: how does marketing need to adapt in response to climate change?

I asked Michelle for her views on the issue, as well as the wider topic of purpose-driven business.

What role does marketing play in the growth of purpose-driven businesses?

If we go back to the origins of what ‘marketing’ was designed for, then very simplistically, it was to uncover the needs of the customer and deliver products and services to meet those needs.?Marketing has played a role in both delivering on need and driving the desire for more – regardless of whether that’s done responsibly or not – we’ve driven consumption levels and a throw-away society.?

With consumers becoming increasingly aware of the climate crisis, the role they play and the choices they make, the ‘needs’ of the customer are changing. People are looking to brands and businesses to support them in making better choices. Many organisations are making great strides in the right direction when it comes to sustainability and being more purpose focused, and yet, this great work often gets stuck internally, often in the boardroom or celebrated in internal meetings – and isn’t cascaded to customers, employees and other interested audiences.?

Marketing can play a role across helping organisations truly understand their purpose, helping them to ensure that their purpose and values are clearly communicated and embedded within strategy. This then cascades into business practice and brand reputation, and communicated effectively showing and telling audiences exactly what impact the ‘purpose driven’ aspect is delivering upon.?

Read the full Q&A