Sustainable Marketing Strategy

Overview

Businesses around the globe are waking up to the importance of aligning their purpose and values with sustainability. A key component to lasting success is ensuring that sustainability is embedded within business strategy – part of strategy, planning, budgeting, resourcing and day to day operations.

Marketers have a significant role to play when it comes to shaping sustainable marketing strategy and communications, translating and cascading sustainability strategy and activities to align in a meaningful way with key stakeholders - considering shared values of customers, employees and investors, telling powerful authentic stories to support behaviour change and drive profits with purpose.

In this 1-day programme, you’ll dive into the development of sustainable marketing strategy. You'll learn from companies around the world, who are successfully driving sustainability within their business. We will equip you to take the lead in developing a robust sustainable marketing strategy for your organisation and provide you with a practical framework and KPIs to accelerate your impact.

Who should attend?

This programme is designed for marketing leaders, business professionals, communication professionals, CMOs, and individuals tasked with leading sustainable marketing practice within an organisation. 

If you are new to sustainability, you may wish to attend The Sustainable Marketer course prior to Sustainable Marketing Strategy

Learning outcomes

• Understand the current sustainability landscape, climate science, collective targets and goals and what this means for businesses and marketing
• Explore the role marketing plays - the power of advertising, storytelling and what it means to reimagine aspiration and desire, enabling purpose with profits
• Reframe and apply key marketing concepts and models through a sustainability lens to support strategic direction and decision-making
• Explore how to practically engage and align your sustainability strategy across key stakeholders
• Understand the critical role transparent communication plays around sustainability, across brand, product, packaging and education – optimising sustainable practice authentically to engage audiences and drive behaviour change
• Consider Greenwashing legislation locally and globally to generate brand trust and ensure claims are substantiated
• Understand the practicalities of developing a responsible sustainable marketing channel mix – considering alternative advertising platforms, digital campaigns, sustainable events and more
• Develop your Strategic Sustainable Marketing Framework rethinking meaningful KPIs