Working at the intersection of marketing, sustainability and journalism, I am observing a shift in some approaches to communication.
Sustainable Marketing has become an established phrase and begun to encourage organisations to review, adapt and change their marketing practices for the better. And now the world is hearing more about regenerative marketing.
Conventional marketing may be seen as being profit-driven, transactional, extractive, mechanical and about achieving rapid growth at any cost.
Regenerative marketing is different.
Putting Purpose and Ecosystem Health Before Profit
Regenerative marketing places ecosystem health above profit-driven growth. It is not saying profit is bad (every business requires profit to survive and thrive). Instead, the regenerative approach regards marketing as part of an interconnected network of systems, like a living organism.
The ecosystem includes the organisation, the leadership, its team, clients and customers, suppliers, the local community, nature, supporters, collaborators, partners, the wider world and more.
It is a challenging shift for organisations to consider because it goes against the grain of ‘business as usual’ and places money below ecosystem health in priority. A slower approach designed for longer-term profits and long-lasting, trusted relationships.
The Rise of the Regenerative Marketing Movement
Having spent more than a decade as a copywriter, I’ve had a bit of a ‘love hate’ relationship with marketing.
I love writing, coming up with ideas, helping people with positioning and messaging, improving websites, and creating copy for funnels to guide the client journey.
But I hate many of the persuasive and manipulative tactics used in marketing to drive sales. Especially by so-called gurus. And I have felt uncomfortable with being associated with practices that feel unethical, placing sales and profits above care for the client, customer or wider community.
Towards the end of 2023, I stumbled across the Regenerative Marketing Movement and discovered a community of marketers, communicators and sustainability experts who shared my unease and were exploring a different approach, a way designed along regenerative principles.
The movement is reimagining how marketing can be a force for good.
Members are exploring interconnected principles to create a new framework for marketing.
These principles are centred around ecosystems and living systems, (brand) essence, holistic value creation, the S-shaped growth curve, working at the intersectional edge, adaptation to change, the Citizen story, being in right relationship with Mother Nature and multigenerational impact.
Other communities and groups are also out there, exploring similar questions around the theme of how to create more regenerative, conscious and sustainable marketing.
Spaces for curiosity, questioning, reflection, discussion, ideas, imagination, co-creation and collaboration.
The Same Conversations are Happening in Journalism
The more I have looked into sustainability, the more I see a communications gap.
Mainstream media is dominated by ‘doom and gloom’ reporting, has been criticised for bias and appears to be failing to provide wide coverage of environmental and climate change issues.
Social media has become a bit of a ‘Wild West’, characterised by polarisation of views, fake news, myths, misinformation, disinformation, algorithmic restrictions, and political control by tech billionaire platform owners.
Good people doing great projects and organisations doing great work, in the sustainability field, are rarely heard or seen. The diversity of voices across the globe is severely lacking.
When reassessing how I could make my best contribution to changing this, I realised it was time to return to my own roots as a professional journalist. I spoke about this journey with Moh Al-Haifi on the Regenerative Marketing Movement’s podcast.
And as I began to research today’s journalism industry I discovered that similar conversations around sustainability and regeneration are already taking place around the world.
Applying Regenerative Principles to Journalism and News Reporting on Sustainability
Now, as well as being a steward for the Regenerative Marketing Movement, I am exploring how to deliver high-quality journalism about sustainability experts, projects and issues – with regenerative principles in mind.
Here are some initial thoughts, reflections and ideas I’ve had around that (inspired by the ‘Go To Ecosystem’ training from Zebra Growth regenerative marketing agency that I’m currently doing) to share with you.
(Brand) Essence – This is about foundational beliefs, values and long-term impact – why we do what we do and how we do it.
I know I want to:
- See journalism as a profession with a reputation for high quality and as a force for good (balancing for more positive coverage and counteracting misinformation)
- Feature good people doing good projects for the good of the planet (written content and video, potentially podcasts)
- Apply ecosystem, sustainability and regenerative principles to how I operate as a journalist
- Avoid using platforms which do NOT align with my values.
Ecosystem Thinking – This considers work in a more holistic, organisational and relationship approach.
I’m considering:
- The wider impact news stories, features and video content can have on communities, the world and this earth.
- Ways to see other journalists as co-creators, not competitors but potential collaborators for mutual-support and higher positive impact.
- How to maintain my health (physical, mental, emotional and financial health) and support the health of the ecosystem
- Ways to minimise my carbon footprint as I go about my journalism work
Working at the Intersections and The Edge – My career and work does fit under a single label. I am exploring how I can bring my professional marketing, storytelling and journalism skills together for the strongest contribution to sustainability.
I have been:
- Working through ‘More Than My Title’, a book by Sarabeth Berk, to redefine how I present my hybrid professional role with greater clarity.
- Applying what I’m learning in regenerative marketing to journalism
- Shaping a vision to reimagine how both marketing and journalism could be
- Looking at how I demonstrate that possibility through my sustainability journalism and communications activity.
Community, Support and Giving Back – This is connected to ecosystem thinking and the principle of reciprocity.
I’m exploring ways to:
- Support the growth and development of independent, community and Citizen Journalists
- Give more diverse communities a bigger voice
- Give back to communities and good causes (around sustainability), perhaps through a profit-percentage scheme, volunteering or both
- Help promote more responsible travel and more regenerative tourism.
Plenty of food for thought, research and action steps to be getting on with.
Making It Happen
It is early days yet. I’ll be launching my first articles about journalism this month on Substack, about Sustainability on another platform (probably Ghost), and building from there.
I am always on the lookout for journalists and media news outlets to connect with, people and projects around sustainability to feature, and funding sources to help grow and maintain the journalism and its quality.
The story has its beginning. I’m curious about how it will unfold. Watch this space or follow me on LinkedIn.
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