Digital Marketing Institute Podcast | #114 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.
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Chapters (13)
0:51
What Laura is working on now
3:51
The meaning and challenges of B Corp certification
8:30
Why youth and sustainability are deeply connected
11:26
Embedding sustainability without tokenism
15:30
Changing consumer expectations and community building
22:45
Creative global campaigns that make an impact
31:54
Using social media to promote long-term behavior change
36:06
Making climate storytelling specific and relatable
40:53
Where to start with sustainability in your business
44:56
How to measure effectiveness and real impact
47:25
The future of responsible consumption marketing
50:26
Laura’s career path into climate communications
52:30
Lessons learned from the front lines of sustainable marketing
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