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If you've ever wondered how to move the dial on dry cookie-cutter sustainability communications and creative, what it means to be authentic rather than just tick boxes, or how to cut through the noise to energise teams and engage communities … then this episode is for you!
Joss Ford's journey, founder of Enviral, is one of real transformation. Starting in marketing with global brand giants, he witnessed firsthand the impact of aggressive branding on young consumers, which made him question industry norms and his own role. Joss recognised how many agencies simply rebranded old practices under new labels in sustainability. That was a pivotal point that led him to set up Enviral and champion genuine, purpose-driven change over surface-level greenwashing and green hushing.
Where does 'boring' come from? Corporates still treat sustainability like a tick box – an annual report, a few stats, buried in a PowerPoint. Today's consumers see right through this. They want real, not just 'fine'. Authenticity is everything: Consumers and employees are looking for brands that genuinely live and breathe their sustainability values, not just talk about them. Consistency, transparency, and vulnerability go a long way to build trust.
No business is perfect when it comes to sustainability. Progress over perfection is crucial and documenting the transformation, especially internally, creates culture change from the inside out. And creativity breaks through the noise: Sustainability doesn't have to be boring! Bringing unexpected creativity to the forefront on sustainability stories is vital if we want to move the needle and inspire action. Don't miss this episode and visit: www.enviral.co.uk
Tune in and get ready to take notes on how to save the world from global yawing!
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FUN FACTS
💡 Enviral was named in a Lecture Theatre: Joss Ford came up with the idea for Enviral, whilst sitting in a university lecture. The idea was sparked as he pondered how environmental messages could "go viral", leading to him to purchase the web domain right then and there, in the middle of class.
♻️ Greenpeace & Enviral: 1 in 250 UK Homes Counted Plastic
Enviral supported a major citizen science campaign with Greenpeace, organising The Big Plastic Count, where one in every 250 UK households tracked their plastic use for a week – which generated real data to push for stronger plastic taxes.
🧠⚡Neurodiversity is a Superpower
Joss openly shares his journey discovering his dyslexia, noting the many entrepreneurial and visionary leaders with neurodiverse backgrounds. In his words, "finding your racetrack" - your environment to thrive can unleash your superpower!
LISTEN OUT FOR…
@32:46 The Need for Corporate Sustainability Transformation: "the reality of the scenario is that I don't think anybody in the world of sustainability would deny that it's the biggest companies in the world that effectively need to change the most."
@35.03 Impact vs Values: "You know, working with an organisation who's a 3 out of 10 and getting them to a 4 out of 10 versus working with a charity like Greenpeace who are 9 out of 10 or a 10 out of 10 and making them a 9 out of 10 or a 10out of 10. What has more impact, probably working with the organisation that is actually normally really values aligned, really wants to do something but just doesn't have it, don't have the expertise and the partnerships to do it."
@39.19 The Hidden Power Corporate Growth Strategy: "documentation of the journey, I think, is a really untapped strategy. I think it's a strategy that you'll see a lot more corporates… effectively working with people like yourself and documenting the behind the scenes process and the journey and showing up in 2, 3, 4 years' time that we've gone through this process and look where we started and look where we are now, but also kind of being vulnerable at the start of that journey and saying, look, we're going to go here and we put our head up above the parapet, made these big targets, we're going to go here in a decade, we're going to go and document this journey so that you can come along this journey with us."
#Impact #Sustainability #Creative #SustainableBusiness #Communication #Storytelling #Bcorp #Marketingforgood #Purpose
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