For decades, most businesses have been wired around one mindset: extraction . Extract resources. Extract value from customers. Extract attention from audiences. It’s a linear model: take as much as you can, for as long as you can, and worry about the consequences later . But in both nature and business, extraction creates fragility. Strip a forest, over-fish an ocean, or deplete soil - the system breaks. In marketing, the same thing happens: short-term wins come at the expens

More and more I'm coming to the belief that marketing needs an ecological mindset . Here's what I mean... We’re at a turning point. For years, sustainability has been treated in marketing as a story to tell, a logo to print on packaging, or a campaign to run during Earth Month. But if the last decade has taught us anything, it’s this - sustainability can’t sit on the side-lines. It has to be at the centre of how we design, build, and communicate. That’s where I think marketin