Episode 105: Can Marketing Drive the Sustainable Transition? - with Leo Rayman, Founder - EdenLab

Can Marketing Save the Planet?

Reimagining Business in a low-carbon economy…

In this episode of Can Marketing Save the Planet, we catch up with Leo Raymond, founder of EdenLab, talking about marketing’s potential to reshape business for sustainability.

Leo shares his journey into the sustainability space, sparked by a moment of clarity when his son asked him what he did for a living, he shares… "sustainability was jargon-filled, techno-babble nightmarishness… but I saw an opportunity to repoint marketing’s creativity towards positive behaviour change."

Leo argues that Marketers, as behaviour shaping experts, must pivot their creativity toward systemic solutions. He highlights the disconnect, but also the enormous opportunity between marketing and sustainability, noting the sector’s untapped potential for strategic problem-solving.

"If businesses can’t make money being green, they won’t do it. Our role is to help them see the new abundance ahead."

EdenLab’s mission emerged from the gap he identified, focusing on reimagining markets. Leo also shares his experience of working with brands and discusses EdenLab’s new ‘Greenwash Guardian’, an AI tool designed to help brands communicate sustainability claims authentically.

We touch on challenges such as greenhushing, corporate short-termism, and the need for more collaborative innovation upstream when it comes to circularity. Leo remains optimistic even as we face strange times, advocating for Marketers to move beyond promotion and into systemic innovation, addressing sustainability at the product, pricing, and business-model levels.

Leo’s call to action is, "believe you’re part of the solution", marketing has the power to drive the transition, provided it leans into creativity, evidence, and bold storytelling.

Tune in as we talk to Leo about:

• Marketing’s strategic role

• Opportunity over apocalypse - dramatic, but true

• Framing sustainability as a growth driver vs. doom driven narratives

• Challenges around the circular economy

• Degrowth vs. Innovation – is "degrowth" a hard sell?

• Leo’s request for a brief which proposes how do we, "make twice the profit for half the material throughput" as a viable business objective.

For more information, connect with Leo via LinkedIn.

For more information about EdenLab and the work they do - Link here:

Enjoy - and if you love the podcast, share with your friends, family and colleagues.

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Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, and join us on our mission. Get in touch to chat.

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Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.