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Impact – Marketing for Good

An ethical marketing framework to help you take control of your marketing’s influence on people and planet, without losing sight of commercial goals.

Marketing has impact on people and planet.

It shapes culture, drives demand and influences how people behave. Customers, employees and regulators now expect brands to act responsibly, communicate honestly and make progress on environmental and social issues, while still delivering commercial results.

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Take control of your impact

Impact is built to help reduce the negative effects of marketing and increase the positive. Created in partnership with the Pollinators, and informed by learnings from the University of Cambridge Institute for Sustainabilty Leadership, it brings together education, consultancy and hands-on delivery.

Marketing that works for people, planet and business

78% of consumers say sustainability matters in their buying decisions

Customers are willing spend 9.7% more on sustainable goods

Why?

Reduce risk

Identify where your marketing creates greenwashing exposure, reputational risk or regulatory scrutiny, before it becomes a problem.

Build trust

Communicate sustainability and purpose clearly, credibly and with confidence, in a way that customers, employees and stakeholders believe.

Drive performance

Marketing that reflects real values doesn’t just feel better, it builds deeper loyalty, supports talent attraction and strengthens long-term growth.

Stay flexible

Engage with the full framework or focus on the areas where you need support most. No single starting point, no expectation of perfection.

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How it works

Learn & align

Understand where your marketing sits today. Where it creates risk, harm or opportunity. Build shared understanding across your team, align values and purpose, and get clear on what needs to change and why.

Express & plan

Turn intent into clear, credible communication. Shape your brand, messaging and strategy to reflect your values honestly, avoid vague or risky claims, and create a practical plan with impact at its centre.

Activate & deliver

Make change visible. Campaigns that support better behaviours, events and experiences with lower environmental impact, responsible production choices, and measurement that lets you track and improve over time.