Sustainability Has Moved Up the Agenda. The Way It’s Communicated Hasn’t Most businesses have started talking about sustainability. Some because they genuinely care about it. Some because customers are asking more questions. Some because it feels like something they should be doing. You can see it in the usual places. Website updates, new sections, a few lines added into proposals. The language is often similar. Responsible. Committed. Doing the right thing. It all sounds rea

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