MullenLowe Group Complete London, United Kingdom
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spoke with Andy Last, CEO of tactical interactions agency, MullenLowe salt, about sustainability as a driving force for better service performance and linking sustainable initiatives to the corporate agenda.
Can you tell us about what green efforts your agency currently has in place?
MullenLowe salt is a B Corp– in reality we remained in the first group of UK companies accredited as a B Corp in 2015– and as such we are routinely examined not just for how we run as an organization however for how we drive the sustainability program and favorable change through our work. We have actually always believed that green efforts in the workplace– recycling, decreasing waste, conscious travel– are important, however they are merely table stakes for being an excellent service. As companies, we can have far higher effect through our work– the advice we provide our customers and the change we drive through interactions.
How does your method to each project keep sustainability in mind?
As a specialist purpose and sustainability consultancy, sustainability is at the heart of all that we do. Our core principle is that sustainability drives better organization performance and the question that notifies whatever we do is how can we link sustainability and business imperatives? We start every project by determining where increased sustainability focus can grow consumer affinity, drive retailer preference, enhance staff member engagement or reinforce license to run.
Is there a structure you follow when charged with improving a brand’s green messaging and placing?
One of our preferred designs is our Swords & Shields process through which we determine those sustainability programs that exceed what’s expected, differentiate, and make it possible for a brand name to go on the attack in its interaction (swords), and those which are more market requirement, are what external audiences would anticipate of any excellent business, and which should be defensive positions (guards).
In what methods are you assisting your clients navigate sustainability interactions?
We assist brand names establish ‘do’ programs to go along with their ‘say’; we help them discover their core purpose so they can incorporate sustainability and industrial goals; we connect sustainability efforts and reporting to the corporate agenda; and we help clients interact in a transparent, human and on-brand way.
Openness concerning a brand’s eco footprint is very important, how can you prevent being perceived as simply greenwashing?
By understanding what external stakeholders actually anticipate of your brand, by never ever enabling what you say to be out of sync with what you do, and by being open about the journey you are on– where you are prospering and where you have room for enhancement. Audiences will forgive you not being 100% perfect if you’re transparent about it and reveal a genuine dedication to improve.
How do you see the marketing market improving communications around sustainability in the future to develop a more structured green approach to campaigns?
The industry will be forced to build sustainability into interactions, while making certain brand name communication doesn’t become deserving or dull. That is the imaginative challenge. Financier pressure on brand owners to provide on the ESG program, merchant pressure on brands to help fulfill their own sustainability dedications, increased policy around the green economy, in addition to changing expectations from Gen Z consumers and employees, make this non-negotiable. The only question is which firms can integrate sustainability and imagination most successfully.