The Rise of Sustainable Marketing

In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Laura Costello⁠, Head of Sustainability and Planet Services at youth agency ⁠Thinkhouse⁠, as well as Ireland lead at ⁠Purpose Disruptors⁠. Starting with having Ben & Jerry's as her first client, Laura shares her deep understanding of how marketers can embrace sustainability, avoid greenwashing, and build authentic connections with, especially, younger audiences. She explores what B Corp really means, how brands can shift from consumer focus to community impact, and why storytelling is key to driving meaningful change.

Laura’s top 3 tips:

1. Sustainability starts with long-term thinking

2. Storytelling should focus on values, not just products

3. Avoid greenwashing by collaborating with other teams, including legal

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Resources

• Read about Greenwashing on the DMI blog
• WARC - Future of Effectiveness
• The Good Life campaign
• UN Pact for the Future
• AdGreen
• Climate Communications

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Timestamps

0:00:51 – What Laura is working on now

0:03:51 – The meaning and challenges of B Corp certification

0:08:30 – Why youth and sustainability are deeply connected

0:11:26 – Embedding sustainability without tokenism

0:15:30 – Changing consumer expectations and community building

0:22:45 – Creative global campaigns that make an impact

0:31:54 – Using social media to promote long-term behavior change

0:36:06 – Making climate storytelling specific and relatable

0:40:53 – Where to start with sustainability in your business

0:44:56 – How to measure effectiveness and real impact

0:47:25 – The future of responsible consumption marketing

0:50:26 – Laura’s career path into climate communications

0:52:30 – Lessons learned from the front lines of sustainable marketing

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