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Creating a Sustainable Marketing and Communications Function

As global awareness of climate change grows, businesses across industries are increasingly committing to sustainable practices. Marketing and communications (MarCom) functions play a crucial role in this shift, influencing both internal operations and external perceptions.


So, how can Marketing & Communications leaders move to make the MarCom function more sustainable and move towards carbon neutrality?


Sustainability in MarCom isn’t just about reducing carbon footprints; it’s about demonstrating corporate responsibility, building trust, and aligning with costumer values. According to a study by Nielsen, 81% of global respondents feel strongly that companies should help improve the environment. As such, MarCom professionals have a role to play in leading sustainability initiatives and communicating these efforts effectively.


One of the components of my marcomms strategies over the years, ties to personal mission to leave the world in a better place. In my time leading the MarComs functions at numerous AEC consultancies, I have embarked on a mission to make the marketing and communications functions sustainable and reduce environmental impact.



Here's some strategies I've implemented:


Digital Transformation

Reduction of Print Materials: Moved from printed brochures and flyers to digital alternatives. By creating engaging digital content, including e-brochures, online presentations, and email campaigns, the consultancies have significantly reduced paper waste.

Reduction of Swag: Moved away from cheap mass-produced swag to more thoughtful and environmentally friendly options. Rather than targeting the masses, focusing on quality for quality targets.

Virtual Meetings: Transitioning to virtual meetings reducing the need for travel, cutting down on carbon emissions. Utilizing video conferencing tools for client meetings, webinars, and internal communications.


Sustainable Content Creation

Eco-Friendly Design Practices: Adopting eco-friendly design practices, such as optimizing digital files to minimize storage and energy usage.

Content Recycling: By repurposing and recycling content, my teams have maximized the utility of existing materials, reducing the need for constant content creation and the associated resource consumption.

Utilizing Local Talent: By using local photographers and videographers for project and staff photoshoot we've been able to reduce the need to travel, cutting down on carbon emissions. We have had staff join and supervise shoots virtually by videocall.


Green Partnerships

Sustainable Vendors: I have prioritized working with vendors and partners committed to sustainability. This includes printing companies using recycled paper and eco-friendly inks, and digital service providers powered by renewable energy.


Employee Engagement

Sustainability Training: MarComs and support staff received training on sustainable practices, from reducing energy consumption in the office and at home to the expectations around incorporating sustainability into our work.



Steps to Implement Sustainable MarCom Practices in Your Business

Conduct an Audit

Assess your current carbon footprint and identify key areas for improvement. This includes evaluating energy usage, materials consumption, and travel emissions.


Set Clear Goals

Establish specific, measurable sustainability goals for your MarCom function. This could include reducing paper usage by 50%, transitioning to 100% digital campaigns, or achieving carbon neutrality within a set timeframe.


Implement Digital Solutions

Shift to digital marketing and communications wherever possible. Utilize email campaigns, social media, webinars, and virtual meetings to minimize physical material use and travel.


Choose Sustainable Partners

Collaborate with vendors and partners who share your commitment to sustainability. This ensures that your entire supply chain supports your environmental goals.


Engage Employees

Involve your team in sustainability initiatives. Provide training, encourage green office practices, and foster a culture of environmental responsibility.


Communicate Transparently

Share your sustainability journey with stakeholders. Transparent communication builds trust and demonstrates your commitment to making a positive impact.


Invest in Carbon Offsetting

Offset unavoidable emissions by investing in certified carbon offsetting projects. This can help you achieve carbon neutrality while supporting global sustainability efforts.



Making your marketing and communications function sustainable and carbon-neutral is not only beneficial for the environment but also enhances your brand reputation and aligns with consumer values. By following these strategies, businesses can lead the way in corporate responsibility and inspire others to join the journey towards a greener future. MadDog Consultancy’s experience demonstrates that with commitment and innovation, achieving sustainability in MarCom is both feasible and rewarding.

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