EPISODE · Apr 18, 2025 · 55 MIN
The Rise of Sustainable Marketing
from Ahead of the Game · host Digital Marketing Institute
In this episode of the DMI podcast, host Will Francis speaks with Laura Costello, Head of Sustainability and Planet Services at youth agency Thinkhouse, as well as Ireland lead at Purpose Disruptors. Starting with having Ben & Jerry's as her first client, Laura shares her deep understanding of how marketers can embrace sustainability, avoid greenwashing, and build authentic connections with, especially, younger audiences. She explores what B Corp really means, how brands can shift from consumer focus to community impact, and why storytelling is key to driving meaningful change. Laura’s top 3 tips:1. Sustainability starts with long-term thinking2. Storytelling should focus on values, not just products3. Avoid greenwashing by collaborating with other teams, including legal-----------ResourcesRead about Greenwashing on the DMI blogWARC - Future of EffectivenessThe Good Life campaignUN Pact for the FutureAdGreenClimate Communications--------Timestamps0:00:51 – What Laura is working on now0:03:51 – The meaning and challenges of B Corp certification0:08:30 – Why youth and sustainability are deeply connected0:11:26 – Embedding sustainability without tokenism0:15:30 – Changing consumer expectations and community building0:22:45 – Creative global campaigns that make an impact0:31:54 – Using social media to promote long-term behavior change0:36:06 – Making climate storytelling specific and relatable0:40:53 – Where to start with sustainability in your business0:44:56 – How to measure effectiveness and real impact0:47:25 – The future of responsible consumption marketing0:50:26 – Laura’s career path into climate communications0:52:30 – Lessons learned from the front lines of sustainable marketing-----------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our website, Apple Podcasts, Spotify, and YouTube.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! Join for free today.If you enjoyed this episode, please leave a review so others can find us!
What this episode covers
In this episode of the DMI podcast, host Will Francis speaks with Laura Costello, Head of Sustainability and Planet Services at youth agency Thinkhouse, as well as Ireland lead at Purpose Disruptors. Starting with having Ben & Jerry's as her first client, Laura shares her deep understanding of how marketers can embrace sustainability, avoid greenwashing, and build authentic connections with, especially, younger audiences. She explores what B Corp really means, how brands can shift from consumer focus to community impact, and why storytelling is key to driving meaningful change. Laura’s top 3 tips:1. Sustainability starts with long-term thinking2. Storytelling should focus on values, not just products3. Avoid greenwashing by collaborating with other teams, including legal-----------ResourcesRead about Greenwashing on the DMI blogWARC - Future of EffectivenessThe Good Life campaignUN Pact for the FutureAdGreenClimate Communications--------Timestamps0:00:51 – What Laura is working on now0:03:51 – The meaning and challenges of B Corp certification0:08:30 – Why youth and sustainability are deeply connected0:11:26 – Embedding sustainability without tokenism0:15:30 – Changing consumer expectations and community building0:22:45 – Creative global campaigns that make an impact0:31:54 – Using social media to promote long-term behavior change0:36:06 – Making climate storytelling specific and relatable0:40:53 – Where to start with sustainability in your business0:44:56 – How to measure effectiveness and real impact0:47:25 – The future of responsible consumption marketing0:50:26 – Laura’s career path into climate communications0:52:30 – Lessons learned from the front lines of sustainable marketing-----------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our website, Apple Podcasts, Spotify, and YouTube.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! Join for free today.If you enjoyed this episode, please leave a review so others can find us!
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The Rise of Sustainable Marketing
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