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S4E9 'Fighting Greenhushing paralysis', with Maddy Cooper π¦ΈββοΈ
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More and more brands these days are self-censoring their Sustainability efforts, due to fear of being called out for Greenwashing.
But as today's guest Maddy Cooper explains, this "paralysis of Greenhushing" is incredibly damaging for the success and momentum of the Sustainability movement.
Since struggling with her own climate anxiety, Maddy took it upon herself to transform her career in Marketing; first by attending the University of Cambridge's Sustainability Leadership Course, then taking her former agency through B-Corp certification, before finally launching her own Sustainability Marketing practise - Flourish.
In this episode, Maddy gives a wealth of practical tips, tools, and resources to help Marketers speak with confidence about their Sustainability efforts.
As our penultimate guest of the season, Maddy chatted with James about:
π Her struggles with climate anxiety since the birth of her children.
π¦ The importance of prioritising the commercial case for Sustainability, in order to win shareholder buy-in.
π₯° How brands like Patagonia are thriving thanks to their Sustainability focus.
π
ββοΈ Attracting the next generation of talent; 1/3 of Gen Z applicants will reject employers with poor Sustainability credentials.
π How Sustainability must be at the heart of every company, not just a bolt-on.
... and much more! β¨
We'd highly recommend all Marketers to check out this episode - the tools and tips Maddy shares are incredibly practical and could really help transform your Sustainable Marketing efforts. Not to mention, as Maddy points out, organisations where Sustainability permeates through every area of the company unlock a great commercial advantage over their competitors π
About Maddy Cooper:
Maddy Cooper is CEO & Founder of Flourish, a sustainability marketing change agency. Flourish partners with major brands that are investing in sustainability transformation and want to communicate their efforts, without fear of greenwashing. Maddy is also an assessor for the University of Cambridge Centre for Sustainability Leadershipβs Marketing, Media and Creative programme.
Further Resources from the episode:
Flourish website: https://www.flourishingworld.com/
Flourish on LinkedIn: https://www.linkedin.com/company/flourish-uk/
Flourish on Twitter: https://twitter.com/flourishingwrld
'Sustainable Marketing': https://www.koganpage.com/marketing-communications/sustainable-marketing-9781398613133 (Use Code: SM20 for 20% off!)
'Sustainable Marketing Compass: https://www.sustainablemarketingcompass.com/
'Creative Happy Work' by Kat Byles: https://www.katbyles.com/products/creative-happy-work-book
'Win Without Pitching' by Blair Enns: https://www.winwithoutpitching.com/
Music credit: bensound.com
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