Can marketing save the planet?

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Event type: Hybrid webinar

Location: Vincent Auditorium, Cranfield University or online via Zoom

Does marketing unhelpfully promote the idea of continuous growth in a world of finite resources? Or can marketeers play a vital role in influencing positive behaviour change? What is the role of marketing in a purpose-driven organisation? How can marketing skills and tools be deployed as a ‘sustainable marketing toolkit?’

We are proud to partner with Michelle Carvill and Gemma Butler of the popular podcast Can marketing save the planet? to bring you a talented and passionate panel of marketing professionals and thought leaders to discuss these questions with you.

Who is it for?

This event will have relevance for;

  • Marketeers or sustainability professionals;
  • Students, faculty and staff in the fields of marketing, sustainability or management;
  • Practitioners and academics with an interest in bringing together the marketing and sustainability disciplines to drive positive change;
  • People with a wider interest in sustainable business.

Sustainability Network Speaker Series

The Sustainability Network Speaker Series is the platform for our network of Cranfield students, faculty, staff, and alumni, our partners in industry and sustainability enthusiasts to hear from thought leaders across sectors. The series is a chance to delve into sustainability-related hot topics and explore the challenges and opportunities related to embedding sustainability in diverse industry sectors. We typically host panels and lectures with a mix of thought leaders, sustainability and industry professionals, government, NGOs and academe to seed these discussions. Every session has an opportunity for you to ask questions and get involved in the discussion, as well as a chance to connect with other like-minded people.


Gemma Butler

Gemma Butler

Chief Community Office – WeAre8

Gemma is Chief Community Officer at WeAre8, a social media app and sustainable ad distribution platform on a mission to unite people and demonstrate the power of collective action. Gemma has immersed herself in the world of sustainability, co-authoring ‘Sustainable Marketing – How to Drive Profits with Purpose’ and creating the podcast series, 'Can Marketing Save the Planet?’ A podcast dedicated to educating and supporting marketers and business on taking purpose beyond products and services through sustainable marketing. Prior to WeAre8, Gemma was the Marketing Director for the Chartered Institute of Marketing, representing and informing the profession, driving the importance of professional development and educating and inspiring the next generation on the significant role marketing plays in driving a more sustainable future.

Michelle Carvill

Michelle Carvill

Marketing Consultant

Strategic marketer, digital agency founder, consultant, CIM Course Director for Social Media Strategy. Sustainable Marketing and Sustainable Marketing Strategy and creator of certified Carbon Literacy for Marketers. Five times published author and three times business book awards finalist. Since writing and researching the co-authored book, Sustainable Marketing - How to drive profits with purpose’, Michelle has immersed herself in championing sustainable marketing bringing education and awareness to marketers to use their skills, creativity and influence as a force for good. Aligned with this endeavour, together with co-author, Gemma Butler, she co-hosts the Can Marketing Save the Planet podcast, has created the Sustainable Marketing Manifesto (a hippocratic oath for responsible marketing - on a mission to align the approx. 10.6M marketers on the planet) and curates a Learning Zone, positioned as the ‘ultimate toolkit for sustainable marketing’.

Professor Hugh Wilson

Hugh Wilson

Professor of Marketing, Warwick Business School

After degrees in mathematics at Oxford and computer science at Cambridge, Hugh spent some years in management roles with IBM, NCR and Xerox. He researches sustainable customer behaviour, purpose-led business, sustainability-oriented innovation, customer experience management, and marketing strategy. Hugh has published in Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Journal of Retailing, Journal of Service Research and Journal of the American Statistical Society among other journals. His work is influential, with over 10,000 references to his research in the publications of other academics (Google Scholar citations). Hugh writes equally for practitioners, contributing regularly to Harvard Business Review. His books include The Multichannel Challenge (2008) and Marketing Plans (8e 2016, with M McDonald). He initiated Cranfield’s carbon programme which has reduced the university’s carbon emissions by 34% so far. Hugh was listed in the Chartered Institute of Marketing’s “Guru Gallery” of “50 leading marketing thinkers alive in the world today”. He was also honoured by Tim Berners-Lee and the Secretary of State for Business as one of the hundred “Internet Decade” individuals who had most influenced the development of e-commerce.

Emma Halewood

Emma Halewood

Group Account Director, Omne Agency

Emma has worked in marketing agencies for over a decade and specialises in marketing strategy and communications for the food and drink industry. She works primarily with FMCG brands in the B2B space on brand and campaign strategies, creative advertising and social and digital activation. Emma is dedicated to working with clients to unpick and position their sustainability ethos and credentials in a way that truly makes a difference, by addressing key customer tensions, avoiding greenwashing and helping to educate businesses and future generations alike on the importance of more sustainable food ecosystems.


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