The Rise of Sustainable Marketing

podcast-114-the-rise-of-sustainable-marketing-laura-costello

[[p]]In this episode of the DMI podcast, host &#8288;[[a href="https://willfrancis.com/"]]&#8288;Will Francis&#8288;[[/a]]&#8288; speaks with &#8288;Laura Costello&#8288;, Head of Sustainability and Planet Services at youth agency &#8288;[[a href="https://www.thinkhousehq.com/"]]&#8288;Thinkhouse&#8288;&#8288;[[/a]], as well as Ireland lead at &#8288;[[a href="https://www.thinkhousehq.com/"]]&#8288;Purpose Disruptors&#8288;[[/a]]&#8288;. Starting with having Ben &amp; Jerry&#39;s as her first client, Laura shares her deep understanding of how marketers can embrace sustainability, avoid greenwashing, and build authentic connections with, especially, younger audiences. She explores what B Corp really means, how brands can shift from consumer focus to community impact, and why storytelling is key to driving meaningful change.[[/p]]

[[p]]This episode was recorded on February 10&nbsp;2025.[[/p]]

[[p]]Laura&rsquo;s top 3 tips:[[/p]]

[[ol]]
	[[li]]Sustainability starts with long-term thinking[[/li]]
	[[li]]Storytelling should focus on values, not just products[[/li]]
	[[li]]Avoid greenwashing by collaborating with other teams, including legal[[/li]]
[[/ol]]

[[p]]Further Resources[[/p]]

[[ul]]
	[[li]]Read about [[a href="https://digitalmarketinginstitute.com/blog/greenwashing-in-marketing" target="_blank"]]&#8288;Greenwashing&#8288;[[/a]][[/li]]
	[[li]][[a href="https://www.warc.com/newsandopinion/opinion/the-future-of-effectiveness-introducing-effectiveness-20/en-gb/6985" target="_blank"]]&#8288;WARC - Future of Effectiveness&#8288;[[/a]][[/li]]
	[[li]][[a href="https://www.thinkhousehq.com/work/good-life-2030-ireland-part-one" target="_blank"]]&#8288;The Good Life campaign&#8288;[[/a]][[/li]]
	[[li]][[a href="https://unric.org/en/pact-for-the-future/" target="_blank"]]&#8288;UN Pact for the Future&#8288;[[/a]][[/li]]
	[[li]][[a href="https://www.weareadgreen.org/" target="_blank"]]&#8288;AdGreen&#8288;[[/a]][[/li]]
	[[li]][[a href="https://climatecommunications.earth/" target="_blank"]]&#8288;Climate Communications[[/a]][[/li]]
[[/ul]]

[[p]]-----------[[/p]]

[[p]]The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on&nbsp;&#8288;&#8288;&#8288;&#8288;[[a href="http://www.youtube.com/channel/UCdWKV2YlzIxeVNDzvfbvSxg" target="_blank"]]YouTube[[/a]],&nbsp;[[a href="http://podcasts.apple.com/ie/podcast/ahead-of-the-game/id1502583392" target="_blank"]]Apple Podcasts[[/a]]&#8288;&#8288;&#8288;&#8288;,&nbsp;&#8288;&#8288;&#8288;&#8288;[[a href="http://open.spotify.com/show/6r6nCK6XALNOAiXvHoxyve" target="_blank"]]Spotify&#8288;&#8288;&#8288;&#8288;[[/a]], and&nbsp;&#8288;&#8288;&#8288;&#8288;all other podcast platforms.[[/p]]

[[p]]And if you enjoyed this episode please leave a review so others can find us.&nbsp;If you have other feedback for or would like to be a guest on the show,&nbsp;[[a href="mailto:podcast@digitalmarketinginstitute.com?subject=Message%20from%20Podcast"]]email the podcast team[[/a]]![[/p]]

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