There has been a great deal of media coverage recently (that’s an understatement) on climate change and clarion calls for us all to change our behaviour if we are to save the planet from ecological disaster – close to home, the challenges the UK faces to achieve the net zero emissions target by 2050 are immense.
Marketing and marketers over the last 70 years have driven consumerism, how do they now become part of the solution to move to a sustainable economy?
At this University of Westminster (UoW)/CIM Marketing Club event we’ll look at how businesses and brands are at different stages in this journey, and the priorities they face.
So much of the discourse in this area is around activation, actually the biggest challenge in many organisations is getting these issues on the table and recognised as a business need in the first place – we will explore a toolkit of approaches that will help marketers influence their business from within.
Many sustainability switches seem to be about telling consumers what not to do, a negative and challenging starting point for any behaviour change model. How can marketing turn these sticks into carrots, inspiring consumers to make positive changes in their consumption? And how to do it in a way that’s true to your brand.
The session will be packed with examples, interactive sections and, time permitting, finish with a Q&A.
Alex Cullen. Director brand and marketing agency BLA London. Half Brit half Deutsch, Alex combines a Germanic need for efficiency, with an English sense of humour. She is obsessed with the behavioural thinking needed for consumers to transition to a circular economy. Alex has worked across numerous charity partnerships, looking at how to build activity that makes a difference to customers and causes alike. Most recently she’s led the flagship M&S sponsorship of the Macmillan World’s Biggest Coffee Morning.
Liza Freudmann. Director, BLA London. Listographer Liza loves a plan, but most of all when she’s worked it out from something really messy and complicated. She knows retail like the back of her hand, with sustainability and ethical sourcing at the forefront. Liza has a passion for how organisations engage with their local community to make a difference and was the mastermind behind the M&S community project “spark something good”.
Registration and networking is from 18:00; the event starts at 18:30 and finishes at 20:30. If you are a non-EU resident, please contact the Regional Events team to make your booking.