Live events sparking disproportionate impact
Ethical Marketing: Good for People,
Planet & Profit
To celebrate B Corp Month, we hosted an event in partnership with Channel 4 exploring the growing importance of Ethical Marketing in an increasingly scrutinised landscape. From transparency and data usage to sustainability and responsible messaging, brands today face higher expectations from both customers and stakeholders.
Whether it’s navigating greenwashing, using data responsibly, or making genuinely inclusive decisions, we discussed how marketers can move beyond box-ticking and take a clearer, more confident stance.
And the opportunity? Those who lead with integrity can strengthen trust, create deeper, more meaningful connections, and do good for the planet without compromising performance.
Key Takeouts
Start with reality, not messaging
Understand your actual impact (supply chain, media, production) before you communicate anything externally.
Progress beats perfection
You don’t need all the answers to start; just be clear on what you’re doing now and what comes next.
Avoid “performative purpose”
If it’s not backed by real action, don’t say it. Audiences can spot surface-level claims instantly.
Inclusion drives growth
More representative advertising doesn’t just build trust - it delivers measurable uplift in brand and sales.
Go beyond tokenism
Diverse casting isn’t enough. You need to focus on authentic storytelling and meaningful roles for it to make real-world impact.
Trust is built through honesty
Be open about challenges and limitations as audiences value transparency over perfection.
Bravery should
be earned
Take bigger creative risks only once you’ve built a solid, evidence-based foundation.
Look for “win-win” opportunities
The best ideas solve a business problem and a societal/environmental one.
Media choices = climate choices
Where and how you advertise has a carbon impact. Efficiency and smarter planning can reduce it significantly.
Design for people, not segments
Inclusive brands build experiences that work for everyone, not just target demographics.
The Speakers
Bronté Skelcher-Maxwell
Channel 4
Russel Levin
Bauer Media Outdoor
Oliver Dean
The Goodnet
Nigel Gwilliam
IPA
Panel Discussion
The Specialist Works, B Lab, Channel 4, Silver Marketing Association, Purpose Disruptors, Conscious Advertising Agency
Panel Discussion | What do brands need from their media partners?
The Specialist Works, RHS, Eden Lab
Row Draper
The Specialist Works
A day with our Specialists
Interested in our future events? We host an event every quarter. Sign up now to secure your seat and learn more!