Q&A Insights with Leslie Beckman, after attending COP26 in Glasgow
After a whirlwind week in the UK, I sat down with Leslie Beckman to summarize her insights after attending COP26 Glasgow Climate Conference and B2B Worldfest Marketing Conference in London to ascertain sustainability specifically in Business-to-Business (B2B) Marketing.
COP26 is drawing to a close… What are the key takeaways for marketers so far?
Let’s keep it simple with 3 words: Authenticity, Action, and Accountability. Now (OK, that is a 4th word).
This is what we’re expecting from our policymakers at COP, but we should all be thinking about the actions we can individually take, starting now.
What key trends do you see in the market?
Sustainability isn’t just meant for enterprises that were created specifically for this space such as Method or Honest. Now, industries ranging from fashion to shipping and furniture are being held accountable for their sustainability practices. More businesses are now requiring their vendors to have sustainability reports published; in fact, many are asking for their vendor’s supplier reports.
And it’s not limited to business customer requirements. Employees, investors and partners are increasing their sustainability expectations. There is momentum and I predict it won’t be long before this is simply the way we manage businesses in the future.
Where does this fit in for B2B Marketers?
Think about it: Why are you reading this? You want to do more than you are doing today. Likely, you want to do more at work because you are making eco-conscious decisions at home. Sustainability is growing in importance and is becoming increasingly relevant to all marketing leaders.
However, there is a lot of FUD keeping us from getting started. We don’t need fear; we need hope. To admonish the uncertainty of “if I do something, will it make a difference?” try proceeding authentically. Take a small first step with something that is on your plate today and track your plan ahead.
Consumers view sustainability as key. Can it be a true differentiator?
It’s a differentiator now, but hopefully in the future, there will be guidelines just like we have for, say, children’s products, so it is simply foundational.
There’s concern around greenwashing. What do brands tend to get wrong?
There’s been a history of messaging without substance and finding the regulatory loopholes; in short, messaging that says you’re more sustainable than you are. This still happens, but the public is savvier and more information is available, so it’s a short-sighted plan. These days, the outcome is likely more dangerous to a business’s reputation than the exaggerated claim.
A better solution is to honestly state where you are today and provide your goals alongside details of your next steps. For instance, ‘you’re taking the company carbon neutral this year and updating your supplier list to greener companies. Then, next year, you’ll update the product or packaging and so on.’ James Cannings has a great 30-minute podcast “How Marketers Drive Carbon Neutrality” that provides simple definitions and first steps.
How will companies explain the realities of the transition? You can’t go green overnight, then justify using fossil fuels (and maybe corporate jets).
As we know from COP, it will take a combination of public policy and private innovation, and it won’t happen overnight. But sustainability has more momentum today than it ever has and the younger generation is leading it, not us. I talk to too many marketers that are so scared to start because of issues like greenwashing and not being 100% green. That’s stressful. We each make our own decisions every day. It’s a journey and there is no reason it cannot start today with a plan. In fact, it is perfect timing to set the planning now for a new year, a new GREEN 2022 launch.
How can tools such as better data management help in terms of sustainability?
Credible data is immensely important. Research conducted by Censuswide on behalf of Qlik indicated 94% of the 7,377 business decision makers surveyed, stated data is key to professional credibility.1 This ranges from customer insights, response to customer requirements, and ongoing data management to track trends.
There’s a great example of surprising data collection findings in Trelleborg’s eco-marketing podcast “Sustainability as the New Premium” episode where, before data collection, they underestimated their customers’ sentiments about their sustainable business practices. It’s a great listen with their VP and agency lead describing how it shaped their campaign launch.
How can the role of marketers evolve? Are there opportunities for markets to extend beyond communications?
If marketers are not already involved in strategic planning, this is a fantastic way to start. Bring to the table the sentiments of your customers, employees, and investors. Share sustainability practices of leading companies to identify opportunities for your company to evolve product development, packaging, the company’s carbon footprint, etc. It is the perfect time to take a leadership role and make a positive impact, in multiple ways. It is indeed why The Eco-Marketing Project was launched, as a resource to help marketers in their journey to more green.
Do B2B marketers have a special responsibility?
Yes, B2B marketers have a special responsibility. Use your voice. It matters!
You’re a changemaker within your organization! Lead with inspiration.
If you’ve ever spoken to Leslie, you know her enthusiasm is contagious so I wanted to ensure that I left you with some tangible, authentic actions that could be put into motion today.
- Take the Eco-Marketers Survey. It collects data for the greater good and is a great starter for ideation. (Then pass it on!)
- Consider today’s decisions. What’s on your schedule to tackle today? Event planning, packaging meeting, brand campaign decisions or simply ordering merchandise? Whatever it is, pick one and make a greener decision.
- Proceed authentically and drive change. State where you are today, your goals and how you’re going to get there. Then, have a clear timeline to check and communicate results to date. Once recorded, you’ll likely be surprised at the momentum. There will be changes along the way but keep it authentic, action-focused and accountable, and you will maintain support and drive change.
And lastly, to my final question: Can B2B marketers really change the world?
Leslie responded, “Everyone can but marketers should. We are changemakers. We are representing powerful, influential companies and if we are not leading with good, what is the alternative?”
By: Allison Daniels