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FLOURISH: Sustainable Marketing & Compliance without Compromise
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Do you know the difference between greenhushing and greenwashing? On this episode of The Impact Game Changers™ podcast, we meet Maddie Cooper and Alexis Eyre from Flourish, a sustainable marketing agency, and discover how brands can turn sustainability into a real marketing advantage. We discuss why collaboration between marketing and sustainability teams is essential, and how embedding sustainable marketing capabilities is now a must - not a nice to have. Sustainable marketing isn’t a “bolt on”, it should be at the heart of your business strategy. As Maddie stated, it’s now “pretty negligent for a CMO to allow their team to continue if they aren’t arming them with deep expertise in sustainable marketing.”
Maddie and Alexis share their thoughts on how siloed approaches don’t work anymore and the real progress happens by aligning marketing, sustainability, commercial, and even legal teams to share a common language and objectives, unlocking creativity and accelerating meaningful brand transformation. You’ll hear practical advice on bridging the gap between sustainability and marketing teams, the essential role of capability building. With insights drawn from real-world projects and forward-thinking strategies, this episode is a must-listen for anyone in marketing keen to future-proof their brand while making a genuine impact. Don’t miss this episode and visit: https://www.flourishingworld.com for more information.
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THREE FUN FACTS
🪒 Pink Razor Gender Pricing: Alexis shared a classic example of gender inequality in marketing - the infamous “pink tax.” Gillette sold virtually identical razors for men and women, except the women’s razor was pink and cost twice as much. A striking reminder of how marketing strategies can have real-world implications.
⚖️ The Laws of Sustainability Could Fill a Tower - Maddie said that if you printed out all the sustainability regulations that were updated or issued in one year alone, the paper stack would reach the height of a ten-storey building! It shows just how fast and vast the regulatory changes are in this space, and begs the question if companies can keep up?
💼 When Doing Good Is Just... Good Business - Both Maddie and Alexis expressed the dream that one day, “sustainable marketing” won’t even need to be a separate field, because it will just be integrated in all marketing and become business as usual.
LISTEN OUT FOR…
@03:36 The Sustainability Wake-Up Call: "I just found that increasingly I was looking at my small children asleep at night and then having my own sleepless nights, thinking about the world that they were going to inherit and how hostile it would be."
@28:23 Brands Fit for the Future: "Reimagined sustainability success has to be the mindset for an organisation's innovation pipeline and its future relevance - it has to be at the top of the agenda."
@39:47 The Urgency of Sustainable Marketing: "Brands don't want to promote products that are knowingly causing harm to people in their production process, or to our planet…”
#ImpactGameChangersPodcast #Flourish #BrandImpact #SustainableMarketing #MarketingCapability #Compliance
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