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Can Marketing Save the Planet?

Can Marketing Save the Planet?

By: canmarketingsavetheplanet
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Can Marketing Save the Planet? It’s a big question, and one our podcast sets out to explore with marketers, senior leaders, CMOs and sustainability consultants and experts. Our purpose is to drive education, share best practice, inspire and empower listeners to ask questions and importantly… start taking action. Sitting at the heart of brand, communications, stakeholders and product development, marketers have a significant role to play when it comes to promoting and driving sustainability. As marketers and business leaders developing and marketing products and services, we need to recognise that we’re part of the problem. In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, to stand up for causes they’re passionate about and importantly, follow through on the promises they may. In our view, there’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an 'educated and aware', responsible marketer. For more info visit: www.canmarketingsavetheplanet.comCopyright 2021 All rights reserved. Economics Marketing Marketing & Sales
Episodes
  • Episode 122: Protect What We Love - Finding the Universal Story in Climate Communication with John Marshall, Co-Founder - Potential Energy

    Episode 122: Protect What We Love - Finding the Universal Story in Climate Communication with John Marshall, Co-Founder - Potential Energy
    Jun 2 2026

    In this episode of Can Marketing Save the Planet, we are joined by John Marshall, CEO and Founder of Potential Energy, a coalition dedicated to changing the way we talk about climate change by finding messages that transcend division and actually move people to take action.

    John's journey into climate communications came from a place of frustration around how public concern wasn't translating into action. He realised the issue wasn't a lack of information, more a lack of connection, "we don't really have so much of a division issue in the US, we have more of a distribution issue. People aren't getting the message, but when you do the message well, everybody moves."

    John put their insights to test with a Super Bowl ad for Science Moms which delivered 14-to-one positive sentiment, and was ranked a top 10 Super Bowl ad by the New York Times, and importantly grew more support among conservatives than progressives. Why? "It was a story about a mom and her kids. If you twist it 90 degrees and find universal values that everybody cares about, then you can actually get universal appeal."

    Potential Energy's whole approach is about stripping away the technocratic language and telling human stories. Comedy works. Animals work. Children work. Their “Protect what we Love” campaign in the UK proved that framing climate action around protecting the things we hold dear, cuts through where data alone fails.

    John also challenges the instinct to lead with sacrifice, "sacrifice messaging connotes in people's brains that costs will go up. We need to talk about abundance and more energy.” This reframing around economic benefit, energy security, and patriotism opens doors that guilt-based messaging closes.

    For marketers feeling the fear of speaking up, John's advice is simple and direct,"don't be afraid to talk about it. It's not a bad word. It's not going to hurt you. Be real, be authentic, but it's on your consumers' minds. Be courageous."

    Tune in as we talk to John about:

    • The Super Bowl ad and what that tells us about universal messaging.
    • The failure of technocratic language and the power of human stories.
    • How to make climate communication resonate.
    • Moving from sacrifice messaging to abundance messaging.
    • Why talking about more, not less of everything, is a more effective.
    • The "distribution issue" and how to create content interesting enough to earn its own distribution through cultural carriers.
    • Practical advice from a decade of message testing
    • And why “protect what we love” always, always works.

    For more information and insights visit:

    • Potential Energy Coalition website: https://potentialenergycoalition.org/

    And sign up for regular updates via their newsletter:

    • Potential Energy Coalition's That's Interesting Newsletter: https://potentialenergycoalition.org/newsletter/

    Enjoy… and as ever, do let us know what lands for you.

    With love

    Michelle & Gemma

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    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.
    Show More Show Less
    47 mins
  • Episode 121: Great Big Green Week starts 2nd June… Tune in to hear why Joy, Community and Conversation are key to Climate Action

    Episode 121: Great Big Green Week starts 2nd June… Tune in to hear why Joy, Community and Conversation are key to Climate Action
    May 7 2026
    Ahead of the Great Bit Green Week, just around the corner starting 6th June, in this episode of Can Marketing Save the Planet, we are joined by Helen Meech, Executive Director of the Climate Coalition, for an inspiring conversation which we hope urges every marketer, business, and community to get involved. Helen has been working in the nature and climate space for nearly 25 years, building movements that start with a single belief: people are powerful, especially when we come together. Great Big Green Week is proof of that belief as it is now the UK's largest celebration of community action on climate and nature. It has grown from just 50 events in 2021 to nearly 6,000 events last year (2025), engaging 1.2 MILLION people. And what’s super interesting is the fact that about a third of attendees have never engaged with climate or nature before. They come because it's organised by someone in their local community, school, sports club, or place of worship. "It's a really powerful on-ramp for the movement," Helen explains. "Over 80% of people leave wanting to do more." Joy and celebration really matter when it comes to nature and climate. Helen points to research from Climate Outreach. “Life is hard for many people right now. To then have another thing that is layered over can make that difficult to engage with," she says. By rooting action in communities pride of place, making life better directly, reducing bills through community energy, or repairing stuff together, it makes it directly relevant to people's lives. The strongest motivator of action though, is love.” As well as Great Big Green Week, The Climate Coalition also drives direct political action. 2025’s mass lobby, ‘Act Now Change Forever’, brought 5,000 people to Westminster on a hot Wednesday in July. Unlike previous lobbies where conversations happened outside, security changes meant constituents sat down with their MPs for 45 minutes indoors. "It allowed them to get into really deep conversations," 37% of those who attended the lobby were actually first-time campaigners, and the central hub where talks, poetry, and singing took place, became one of the most impactful elements of the day. When it comes to marketers who may be feeling frustrated about how to bring people together and build communities, Helen explains, "The skills of marketers is absolutely crucial for the moment that we're in. Marketing can help choices feel normal, desirable, and just part of everyday life." Helen left us with a final message on Great Big Green Week (an invitation to all), “join an event, organise an event, or just start a conversation. Because the vast majority of people do care, we just don't talk about it enough.” Tune in as we talk to Helen about: How Great Big Green Week grew from 50 to nearly 6,000 events, engaging 1.2 million people and bringing in a third who are brand new to climate action.Why joy, creativity, and love are more effective motivators than doom and fear.Act Now Change Forever, how 5,000 people came together, met with their MPs, talked to each other, all under a common goal.Government, business, and communities and how we can flip it from a race to the bottom to a virtuous cycle of action.How marketers can get involved in raising awareness, supporting different choices and being part of the solution. For more information and to learn more about Great Big Green Week and the work The Climate Coalition are championing - useful links below: https://www.greatbiggreenweek.com/ https://www.instagram.com/theclimatecoalition https://www.linkedin.com/company/the-climate-coalition/ https://www.facebook.com/theclimatecoalition We’d love to hear how you’re getting involved. So do keep us posted. ________________________________________________________________________ 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.
    Show More Show Less
    28 mins
  • Episode 120: Change Everyday Habits for Good & Disrupting Oral Care with Authenticity - with Dr Simon Chard, Co-Founder of PARLA Oral Care

    Episode 120: Change Everyday Habits for Good & Disrupting Oral Care with Authenticity - with Dr Simon Chard, Co-Founder of PARLA Oral Care
    Apr 21 2026

    In this episode of Can Marketing Save the Planet, we are joined by Dr. Simon Chard, cosmetic dentist and co-founder of PARLA Oral Care. PARLA is a B Corp certified challenger brand on a mission to give people toothpaste that is better for them, whilst ridding the industry of single-use plastic.

    Simon, a high-profile dentist, was being used by one of the world's biggest toothpaste brands in their TV adverts, at the same time, he was watching programmes such as Blue Planet, and becoming acutely aware of the plastic crisis, he’s also just become a father.

    “Every tube of toothpaste you've ever used still exists somewhere on the planet," he says. With 20 billion plastic toothpaste tubes ending up in landfill or ocean each year, (yes read that again! 20 billion!), Simon and his fellow co-founders, also leading dentists, felt a responsibility to act, and PARLA was born.

    Launched in 2020, the solution is twofold: first, toothpaste tablets in 100% plastic-free packaging, and later, infinitely recyclable aluminium tubes. PARLA rejected the "recyclable plastic" route taken by big multinationals. "It's greenwashing. It's better than non-recyclable, but it's not a solution," Simon explains.

    PARLA’s other differentiator is its "smarter science", ingredient decks built on peer-reviewed research, formulated by dentists who understand what the mouth actually needs, “It's got everything in it that you need and nothing that you don't," says Simon.

    Simon shares the brand's journey which has been one of constant learning, from Dragon's Den to securing listings in major retailers, to winning the Sky Zero Footprint Fund. It’s been a journey which has led Simon and the team t PARLA to learn a lot about the importance of messaging. "We've changed our language to be much more focused on what's in it for the consumer, with a secondary message of being plastic-free. If I try to give my kids a broccoli smoothie, they'll say no. But if I mask it with something they're interested in, they still get the vegetables."

    For Simon, authenticity is everything, PARLA is building a tribe of dental professionals who recommend their products. Authentic advocates in this category is critical, as 30-40% of purchasing decisions are influenced by dental advice.

    Tune in as we talk to Simon about:

    · The moment of realisation that led three dentists to take on the oral care giants.

    · Why "recyclable plastic" isn't the solution.

    · The science behind smarter oral care, and the ingredients that actually matter.

    · The challenge of balancing sustainability messaging with consumer desire.

    · Why,"what's in it for me?" comes first.

    · Building authentic advocacy through the dental profession.

    · The power of professional partnerships and recommendations.

    For more information and to learn more about the back story and the products visit PARLA’s website.

    And to connect with Dr Simon Chard - his LinkedIn Profile is here.

    ________________________________________________________________________

    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.
    Show More Show Less
    47 mins
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