Marketing’s role in driving green growth with EdenLab CEO Leo Rayman

Leo is a former CEO of Grey Consulting and Grey London, and now the CEO of the new Green Growth consultancy EdenLab which advises companies on their Net Zero future, and actually helps them build it. In this episode Leo talks about the opportunity that marketers have to drive sustainability transformation and green growth, touching on the need to connect climate expertise with marketing's ability to shape aspiration, paint compelling visions of the future, and change behaviour. He describes the opportunity inherent in companies facing into the issues, focusing on their 'clean share of market', and using the levers of business to drive positive change.

Google Firestarters is a series of insightful conversations with the interested and interesting of the advertising, marketing and innovation communities, focusing on the areas of challenge and opportunity in the industry. This series of conversations builds off the back of almost 60 live events which were run over 10 years at Google. Google Firestarters is commissioned by Think with Google.   

At Think with Google, our mission is to educate and inspire the next generation of marketers, advertisers, and creatives. Here, we’ll be sharing the latest data we’re exploring from our Google Ads Research & Insights team, trends we are tracking in the marketing industry, and insights we’ve uncovered, with perspectives from across the advertising industry. We hope you’ll subscribe and follow along!    Did you know that Think with Google Firestarters is now available as a podcast? Listen in to your favourite episodes here: https://goo.gle/firestarterspod

00:00 - Introduction
00:51 - Question 1: What is your provocation for our audience?
09:52 - Question 2: What does it mean to become a sustainable business?
15:58 - Question 3: What is the role of marketing in sustainability transformation?