Why they need to start talking to each other A few weeks ago I met Mark Cridge from digital advertising agency, Glue. We were chatting about the relationship between marketing...

Why they need to start talking to each other

A few weeks ago I met Mark Cridge from digital advertising agency, Glue. We were chatting about the relationship between marketing and climate change, and he quoted Ed Mayo, Chief Executive of the National Consumer Council (NCC): “While marketing got us into this mess, it may be that marketing can get us out.”

That struck me as a very valuable insight; a recognition that sustainability is as much about branding and marketing as it is about supply chains and manufacturing processes. It’s such a shame to see companies doing great CSR work then failing to use it to boost brand reputation and sales. In today’s world mainstream consumers look out for ethical/sustainable/responsible brands yet many of them don’t even bother to read labels, let alone CSR reports! It is here that marketing can play a crucial role.

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