Can Marketing Save the Planet?

In this episode of Can Marketing Save the Planet, we talk stories! We’re joined by Matt Golding, Director at Antidote - filmmaker, storyteller and strategist. Matt’s career has taken him from making viral comedy films for global brands to an exploration of how stories shape culture and belief. Starting out creating shareable content for the likes of eBay and Disney, Matt found himself sitting in boardrooms alongside major agencies, watching how big organisations operate from the inside. Simultaneously, he was becoming increasingly active in climate and social justice movements outside of work. The contrast was plain to see, as he explains, "It's not that the corporations were evil...but the system we're in drives people to operate in a certain way." That realisation led him to pivot his business in 2019 to focus on helping organisations doing genuinely positive work. After two years working with Extinction Rebellion, Greenpeace, and others, Matt looked all his experience and saw the issue, "We're just telling people off with jokes. The messaging is, what do we not do, what do we cut down on. It felt like we were missing a huge piece of the puzzle: what are we aiming for?" This led to the creation of Antidote which is an experiment in changing how we tell stories to help us all believe that collective action can change the world (and head’s up, it really can!). Antidote's approach is a shift from problem-focused narratives to solution-oriented storytelling that triggers belief, and not just temporary relief. Matt and his team share stories of collective action that is already happening, stories of ordinary people achieving extraordinary things in communities across the UK. From 8,000 people crowdfunding an organic farm in Shropshire, to a Bristol estate that built the UK's biggest community-owned wind turbine - stories that offer and amplify genuine participation. "Every story we share is exemplified by a person that is like you...that has something you can do to participate in, build, share, amplify that thing." People need to be part of the solution and as Matt is showing through his work, they are and, it works. When it comes to Marketers, Matt challenges us to look critically at the narrative structures we've inherited. The hero's journey, he argues, is not a helpful foundation for a culture. Instead, he advocates for stories built on unifying themes, emotional connection first, and a positive vision that people can actually see themselves in. This episode is a brilliant masterclass and a conversation we just wanted to keep going. (And we will!). Tune in as we talk to Matt about: Why telling people what not to do isn't working Why we need to paint a compelling picture of the world we're trying to create. The difference between "belief" and "relief" Why positive stories that offer no pathway to participation can leave us feeling more powerless. How communities across the UK are already solving seemingly intractable problems by coming together around shared interests. The limitations of the hero's journey as a storytelling framework, and what we might replace it with. Practical advice for marketers on approaching things with humility, showing, not telling, and letting the people already doing the work speak for themselves. For more, we’ve shared the links we discuss: Podcast: SCREW THIS, LET’S TRY SOMETHING ELSE: Apple: https://podcasts.apple.com/gb/podcast/screw-this-lets-try-something-else/id1863391095 Spotify: https://open.spotify.com/show/5Bornsbddwi4xZYQLoAm6b?si=d500b7fbf3924eb6 ANTIDOTE project website: https://www.antidotelive.studio/ ANTIDOTE Instagram: https://www.instagram.com/antidotelive ANTIDOTE TikTok: https://www.tiktok.com/@antidote_live ANTIDOTE Substack: https://mattgolding.substack.com/ Linkedin: https://www.linkedin.com/in/mattgolding/ Rubber Republic: Impact studio: https://www.rubberrepublic.com/ ________________________________________________________________________ About u

In this episode of Can Marketing Save the Planet, we are joined by Suzie Mills and Tim Brann, two of the co-founders of Oxygen Communications. We were keen to learn more about their research findings into the sustainability of UK purpose-led websites, which reveals a troubling disconnect between organisations' sustainability intent and their digital execution. Born during the first COVID lockdown, Oxygen Communications emerged from a desire to build an agency rooted in sustainability, accessibility, and inclusivity. Their recent research and report uncovered that many organisations, including B Corps, environmental charities, and sustainability consultancies are inadvertently contributing to the digital carbon problem. As Suzie explains, "The digital emissions sector is higher than the aviation industry, and yet the knowledge about the aviation industry is so huge.” The lack of understanding from a B-Corp perspective highlighted a gap in their current certification standards, although upcoming updates are set to change that. The research identified two primary barriers: a profound lack of awareness that websites even have a carbon footprint, and for those who are aware, it remains a low priority, consistently deprioritised against competing demands. Tim emphasised the opportunity that sustainable websites bring and how, “They aren't just good for the planet, they're good for business. They load quicker, are easier to access and navigate, there's a clear business case." Crucially, the team argues that small, low-cost changes like compressing images, removing auto-play videos, and choosing green hosting, can make a significant difference in emissions without requiring a full rebuild. A powerful example from their work, a simple audit for a hospice revealed that a tiny image of the Queen in the footer, present on every page, was a major emissions culprit. Reducing that single file size by 90% delivered a site-wide carbon saving. "Small things can make such a significant difference if you know where to look and what to do." Looking ahead, Suzie and Tim for would love genuine collaboration between marketing and web design teams, aligning success metrics around sustainability from the very start of any project, and embedding digital sustainability into organisation-wide strategy and policy. Tune in as we talk to Suzie and Tim about: Why even purpose-driven organisations have unsustainable websites. The two key barriers to action: lack of awareness and competing priorities, and how to overcome both. Practical, low-cost changes any Marketer can make today to reduce their website's carbon emissions. Why authentic storytelling means being transparent about both successes and areas for improvement. Grounding claims in measurable impact. The vital role of collaboration between marketing and web design teams to make sustainable digital practices the norm. You’ll find links to the useful resources and signposts mentioned throughout the podcast here: The Report: https://designedbyoxygen.com/resources/sustainable-intent-unsustainable-web-why-the-gap/ Sustainable Comms Guide: https://designedbyoxygen.com/resources/guide-to-sustainable-communications/ Inclusive Comms Guide: https://designedbyoxygen.com/resources/guide-to-inclusive-communications/A Masterclass we held a while back: https://designedbyoxygen.com/resources/sustainable-design-masterclass/ Website Sustainability Audit: https://designedbyoxygen.com/what-we-do/website-sustainability-audit/ General news & views all related to sustainable & accessible design practices: https://designedbyoxygen.com/exhale/ And finally, this is the webinar Suzie mentioned! https://www.myvision.org.uk/disabled-user-testing/ ________________________________________________________________________ About us… We help Marketers save the planet. 🌍 Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work w

"Marketing's got this incredibly important role to play in generating meaning around the things that matter." Following in the theme of sharing ‘good news’ and inspiration… in this episode of Can Marketing Save the Planet, we are joined by Ivo Gormley, OBE, Founder and CEO of GoodGym. Ivo shares the story of how a simple act of running to deliver a newspaper to an older, housebound neighbour evolved into an inspiring movement that is redefining exercise, tackling social isolation and building greener, more connected communities. GoodGym’s model is beautifully simple, members walk, run, or cycle to collabortively undertake physical tasks within their local community. Now active in over 65 UK locations, it transforms solitary fitness into meaningful social action which is both fun and rewarding. A pivotal insight from their work highlights a pressing modern issue: "16 to 25 year olds are the most likely to be lonely... It's a fantastic evaluation showing that our activity is particularly powerful for giving people that sense of belonging and identity." The organisation’s success is backed by rigorous research from the London School of Economics, which shows that participation leads to “a 27% increase in belonging, a 12% reduction in loneliness, and a 21% increase in life satisfaction.” Ivo sees a major opportunity for Marketers in this space to reposition civic contribution not as a worthy chore, but as a desirable, identity-building activity. "Marketing's got this incredibly important role to play in generating meaning around the things that matter," he argues, emphasising the need to make social progress a core part of an attractive, fun social life. Looking ahead, GoodGym is focusing on engaging younger demographics and scaling its impact, supported by a major media partnership. Ivo’s vision is for GoodGym to become a mainstream, default option for exercise and a natural step towards a happier, healthier, and better-connected society. This episode will make you want to get out there and get involved! Tune in as we talk to Ivo about: How turning exercise into community service can create a “triple win” for individuals, neighbours, and local spaces. Why young people are most at risk, and how purposeful, collective action can build powerful belonging and life satisfaction. Why fun and collaborative experiences are key to driving sustained participation and behaviour change. The compelling social impact data from the LSE that proves combining fitness with volunteering is a highly effective. For more information:   Visit https://www.goodgym.org/ Enjoy - and if you love the podcast, share with your friends, family and colleagues. ________________________________________________________________________ About us… We help Marketers save the planet. 🌍 Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, and join us on our mission. Get in touch to chat. You’ll find the Podcast on all the usual pod platforms - and also on The Global Player. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.            

In this episode of Can Marketing Save the Planet, we are joined by Fiona Ball, Group Director of Bigger Picture and Sustainability at Sky. She shares an unparalleled, 20-year insider’s view of how a major media company can authentically embed sustainability into its core, from operations to storytelling, and use its unique platform to educate and inspire millions. Fiona’s work at Sky isn’t a recent endeavour, it’s a deep-rooted journey. Beginning in 2005 with measuring their direct impact, they became the first carbon-neutral media company by 2006. This foundation of getting their “house in order” approach has been what Fiona describes as the “critical license to operate”, enabling ambitious, audience-facing campaigns like the six-year Sky Rainforest Rescue partnership with WWF and the transformative Sky Ocean Rescue initiative, which spurred them on to eliminate single-use plastic from their products and packaging by 2020. A key to their credibility is structural integration. Sustainability planning now runs parallel to financial and commercial planning, with those all-important detailed life-cycle assessments for products enabling future-proofed design decisions. As Fiona notes, “this isn’t just ethical, it’s smart business resilience, we're future proofing it, and it has a good positive story. Consumers do want to buy products that aren't high energy users and don't have a negative impact on the environment." Sky is a power storyteller. And Fiona takes us through examples of how they have weaved sustainability into narratives across genres, from using characters in the comedy Brassic to highlighting green productions,  embedding climate activism in dramas like Temple, and creating children’s content with characters like Obki. The strategy is constant, multi-channel, and tailored: "We don't have a one thing fits all approach, we talk to people's passion points. Somebody will be passionate about family, fashion, sport, whatever. We talk through those personal lenses." Looking ahead, Fiona sees collaboration as the next chapter, with Sky deepening its work by opening its sustainably built studios to others and fostering sector-wide partnerships to fast-track progress, ensuring the narrative of hope and solutions never stops. Tune in as we talk to Fiona about: 🌎 How a 20-year timeline of authentic action has built the credibility needed for influential public campaigns. 🌎 Why integrating sustainability data with commercial financial planning is essential for future-proofing products and business resilience. 🌎 The art of mainstream storytelling to keep the message constant and engaging. 🌎 The critical shift from working in isolation to leading through collaboration. 🌎 Using Sky’s platform and resources to elevate the entire media sector. For more information:   Visit https://www.skygroup.sky/impact Connect with Fiona via LinkedIn Enjoy - and if you love the podcast, share with your friends, family and colleagues. Plenty more to come in 2026… ________________________________________________________________________ About us… We help Marketers save the planet. 🌍 Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, and join us on our mission. Get in touch to chat. You’ll find the Podcast on all the usual pod platforms - and also on The Global Player. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

Welcome back… our first episode of 2026 - and in this episode of Can Marketing Save the Planet, we are joined by marketing strategist Florian Schleicher. Florian shares his experience and provides a compelling insight into how marketing acumen can be the driving force behind a major city’s sustainability transformation. In an exciting project with Vienna’s policymakers, Florian demonstrates how marketing’s role transcended traditional campaigns, integrating strategic storytelling directly into urban planning and civic engagement. An approach rooted in the immense, tangible impact cities have on our collective future, Florian was guided by the data that “70% of all the future infrastructure investment will be decided in cities,” framing the work as a crucial lever for global good. A key philosophical decision was moving beyond guilt to focus on emotional resonance and belonging, guiding city counsellors to “finding initiatives that we can take, and then bringing them into execution whilst always having in the back of our minds that we want create an emotional link. We have to excite them.” The project followed a disciplined, “Up, Down, Create” method: first brainstorming ideas globally, then filtering them down to 18 viable initiatives that fit Vienna, and finally creating one integrated concept. This process ensured initiatives like exploring white rooftops to cool the city were both impactful and communicable. To crystallise the vision, the team crafted a ‘future press release’, which acted like a “North Star” for how they wanted the city’s progress to be felt and talked about, focusing on the benefits. For Florian, marketing’s potential in this space is undeniable. “Marketing definitely was and is part of the problem that we're in right now, but I think it also has the possibility and the capabilities to pull us out of it,” he argues. He sees a critical need for new roles like a “climate communications manager” in cities to bridge the gap between sustainability experts and the public, using the core skills of marketing, creating memories and driving behaviour change. His ultimate hope is that “we don't talk about sustainability anymore, but just about liveability.” Tune in as we talk to Florian about: 🌎 How a marketer’s strategic process (“Up, Down, Create”) can structure a city’s path to a sustainable future. 🌎 Why focusing on emotional resonance and “liveability” is more effective for mainstream engagement. 🌎 Using a “future press release” as a North Star to align complex city initiatives around a single, inspiring vision of success. 🌎 The critical need to bridge sustainability and communications within city governments, and why marketing must be part of the solution. For more information:   Visit www.future-strategies.com Connect with Florian on LinkedIn Enjoy - and if you love the podcast, share with your friends, family and colleagues. Plenty more to come in 2026… ________________________________________________________________________ About us… We help Marketers save the planet. 🌍 Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, and join us on our mission. Get in touch to chat. You’ll find the Podcast on all the usual pod platforms - and also on The Global Player. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.