‘Lessons learned the hard way’: Marketers on the mistakes they made while building sustainable brands
Marketing leaders from Abel & Cole, Who Gives A Crap and Allplants share their trials and tribulations from working to become a sustainable brand.
Becoming a sustainable brand isn’t a linear journey, it’s a process that presents a mixture of challenges and opportunities, and no two brands will be the same.
Speaking at Marketing Week’s Festival of Marketing this week (3 October), marketing leaders from three brands that have sustainability embedded into their core shared the mistakes they’ve made and how they overcame them.
David Titman, head of consumer at Who Gives A Crap, said the challenge when it comes to sustainability is that it is “an incredibly broad term”.
“Marketers are trying to simplify it with casual terms, like ‘eco-friendly’, but there’s actually a lot underneath the surface which is difficult to unpack,” he said.