Can marketing save the planet? - Leo Rayman, Eden Lab

Leo is the founder of Eden Lab, a new kind of consultancy and venture studio, they don't just advise on how to win in the Net Zero future, they build it with you. He's the former CEO and Chief Strategy Officer of ad agency Grey London, founder of Grey Consulting, speaker, writer and start-up mentor.He believes businesses can help shape the planet for the better. To do that he says we need to invent - and reinvent - companies for a post-carbon world. He scouts, designs and assembles new business models, products and services that actively create a better future for all of us.What we covered in this episode:The state of the industryWhy CMO spend so little time on commsHow to ask better questionsSolving every problem with a posterPost Covid hybrid leaving do’sThe biggest challenges the world facesGood intentions vs real actionThe one mission to end all missionsWhat is stopping marketers making a differenceClimate change ignoranceNot all growth is green growthBridging the gap between sustainability and the consumerWhy fear and ignorance is holding us backThe £12trillion cost of saving the planetHow do we create the change we need to seeWhy it’s time to commercialise sustainabilityMoving from shame to seductionThe gap between consumer experience and sustainabilityWhy Backmarket models a customer centric approachThe importance of the green business modelThe tension between costs of living crisis and doing the right thingThe power of an impossible briefWhy brands will be punished in the future for lack of green credentialsThe future value of your customer bookWhat is your clean share of marketPutting creativity into the heart of the problemCommercialising ESG to create changeBuying trainers for lifeWhat every brand needs to do now