Can Marketing Save the Planet?
It’s a big question, and one our podcast sets out to explore with marketers, senior leaders, CMOs and sustainability consultants and experts. Our purpose is to drive education, share best practice, inspire and empower listeners to ask questions and importantly… start taking action.
Sitting at the heart of brand, communications, stakeholders and product development, marketers have a significant role to play when it comes to promoting and driving sustainability. As marketers and business leaders developing and marketing products and services, we need to recognise that we’re part of the problem.
In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, to stand up for causes they’re passionate about and importantly, follow through on the promises they may.
In our view, there’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an 'educated and aware', responsible marketer.
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Can Marketing Save the Planet?
It’s a big question, and one our podcast sets out to explore with marketers, senior leaders, CMOs and sustainability consultants and experts. Our purpose is to drive education, share best practice, inspire and empower listeners to ask questions and importantly… start taking action.
Sitting at the heart of brand, communications, stakeholders and product development, marketers have a significant role to play when it comes to promoting and driving sustainability. As marketers and business leaders developing and marketing products and services, we need to recognise that we’re part of the problem.
In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, to stand up for causes they’re passionate about and importantly, follow through on the promises they may.
In our view, there’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an 'educated and aware', responsible marketer.
Episode 107: Navigating the Complexity of Sustainability Focused Sponsorship with Kerry McDonald, CEO - Orchard
Can Marketing Save the Planet?
52 minutes 40 seconds
3 months ago
Episode 107: Navigating the Complexity of Sustainability Focused Sponsorship with Kerry McDonald, CEO - Orchard
In our final episode of Can Marketing Save the Planet? before we take a break for the summer, we sit down with Kerry McDonald, CEO of Orchard to explore the intersection of marketing, sustainability, and sponsorship.
We delve into the complexities of sustainability focused sponsorships, where the line between meaningful partnerships and greenwashing has been increasingly scrutinised. Kerry talks about why sponsorship when rooted in shared values rather than transactions, can outperform traditional advertising in driving engagement. He explains, "done well, sponsorship is one of the most powerful engagement tools, it lets brands speak to their audience through shared passions."
We discuss the challenges, from the financial inequities which can hold smaller, lesser known or challenger brands back, to the backlash faced by organisations if things don’t quite marry up and values are at odds with each other.
We talk about why the system needs to change to reward courage and authenticity over commerciality to enable purpose-driven brands to compete with large corporations. Without incentives for ethical sponsors, even the most well-intentioned organisations face tough trade-offs between funding their mission and upholding their values.
We explore the power of authenticity, where Kerry argues that brands must own their imperfections and be transparent in the communication of their progress in order to build trust in an era of conscious consumers and social media scrutiny. "Authenticity is key, you've got to do it for the right reasons and accept that along the way you're not going to be perfect."
Whether you’re a Marketer, activist, or simply curious about the ethics of brand partnerships, this episode offers a nuanced take on sponsorship’s role as part of a more sustainable future.
Tune in as we talk to Kerry about:
Sponsorship vs. traditional advertising - why shared passions create unparalleled engagement
Navigating risks - the critical role of authenticity in volatile ESG landscapes, such as greenwashing
Ethical sponsorship dilemmas - when financial pressures could mean a clash with values
Playing the long game - why strategic, multi-year partnerships outperform tactical deals
Creative solutions for challenger brands - how under-resourced organisations can amplify impact
For more information about Orchard - Link here: And to connect with Kerry McDonald - his LinkedIn profile is here.
Enjoy - and if you love the podcast, share with your friends, family and colleagues.
See you in September for more…
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About us…
We help Marketers save the planet. 🌍
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.
You’ll find the Podcast on all the usual pod platforms - and also on The Global Player. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
Can Marketing Save the Planet?
Can Marketing Save the Planet?
It’s a big question, and one our podcast sets out to explore with marketers, senior leaders, CMOs and sustainability consultants and experts. Our purpose is to drive education, share best practice, inspire and empower listeners to ask questions and importantly… start taking action.
Sitting at the heart of brand, communications, stakeholders and product development, marketers have a significant role to play when it comes to promoting and driving sustainability. As marketers and business leaders developing and marketing products and services, we need to recognise that we’re part of the problem.
In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, to stand up for causes they’re passionate about and importantly, follow through on the promises they may.
In our view, there’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an 'educated and aware', responsible marketer.
