We are very lucky to have our first international guests on this podcast.  Dialling in from the United States is Karen Land Short, Global Executive Creative Director, Accenture Song Sustainability, and dialling in from the UK is Rob McFaul, Co-Founder of Purpose Disruptors.    

Both are change-makers, Karen within Accenture Song and Droga5 and Rob within the wider advertising industry.   This episode is focused on Harnessing Consumer Behaviour (Action Five).  We spoke about the need for change and how to create the right foundations and mindset.  Rob and Karen shared some examples of their work, and work they admire, that are creating positive change.  This is a thought-provoking episode that will be well worth a listen (and a relisten!).  

www.purposedisruptors.org 

www.accenture.com/ie-en/about/accenture-song-index  

www.adnetzero.com/ireland 

Pod Net Zero Ireland is a podcast for everyone working in marketing, media and advertising.  We chat with people in the industry, in Ireland and globally, about how they are navigating their way to net zero, covering all five of the Net Zero actions.  Each conversation is short, energised and informal; no lectures, just a shot of inspiration.  Every episode finishes with one key tip you can take away.

Listen, join in and share with your colleagues.

Pod Net Zero Ireland

Harness positive consumer behaviour with Karen Short, Accenture Song and Rob McFaul, Purpose Disruptors 

This is an episode that will be of particular interest to Strategist and Marketers trying to understand how to convey (or not to convey) a sustainability message in campaigns.  Vera Sidlova, Global Creative Thought Leadership Director with Kantar joined us in the studio to share valuable insights about how to communicate. Packed with gems about how little communications in the world is actually sustainability focused and how valuable it can be to a business - there is an estimated $600 billion on the table.  We delve into how different audiences react to sustainability focused work, how to rise above the crowd with fantastic global examples of brands that are responding creatively and effectively to the challenge.  An action-packed half an hour!
https://www.kantar.com/campaigns/sustainability-sector-index
https://www.kantar.com/Campaigns/BrandSustainability
Gambrinus video (in Czech): https://www.youtube.com/watch?app=desktop&v=0rcHfbobCR8 
 LG Electronics in Mexico https://www.youtube.com/watch?v=-lFuzMwW3rs 
Superbowl for Hellmans: https://www.vml.com/work/hellmanns-tackles-food-waste-super-bowl 
Ichnusa (Sardinia, Italy) Effie Europe case study: https://www.effie-europe.com/2025/01/20/ichnusa-italy-sardinian-soul/

When and when not to communicate sustainability with Vera Sidlova, Global Creative Thought Leadership Director with Kantar



Two incredible entrepreneurs breaking new ground in this space, Megan Best and Alex De Valera join us in studio to discuss how their work is making Production (Action Two) and Events (Action Four) more sustainable.   

Megan is CEO of Native Events and Co-founder and Director, Julie’s Bicycle Europe.  Alex De Valera is a Director at Ecoscope Ltd. advising on sustainability production for TV, Film and commercial.   

They share the challenges they have to face in a fast paced industry and lay out the best way to get value from your sustainability advisors.  They have examples of inspiration from the worlds of European festivals and Irish film productions.  A real treasure chest of insights to inspire.  

www.ecoscope.ie 

www.nativeevents.ie 

https://juliesbicycleeurope.org/ 

https://dublincityfm.ie/shows/the-green-room/ 

www.adnetzero.com/ireland 

Sustainable Innovation in Production and Events with Megan Best, Native Events and Alex De Valera, Ecoscope 

Two powerhouses, Rachel Maher (Society and Sustainability Manager) and Jamie Fulham (Planning and Media Manager) from Diageo tell us about how their business is working towards Net Zero.  We are focused on learning how they are doing Operations (Action One), Media (Action Three), and harnessing consumer behaviour (Action Five) to get to Net Zero.   

We learn about the ‘Spirit of Progress’ Agenda which directs their big ambitions and state of the art actions as they decarbonise their business.  We also hear about how they are approaching creative work and media decisions that need to consider customers in so many different countries.  Sustainability is a principle and a driver of innovation in Diageo, and they are working to inspire people and other organisations on their journey too.  There are several clear takeaways about the mindset shift that is needed and some steps that small businesses can take right away.  

www.diageo.com 

www.diageo-one.com 

www.adnetzero.com/ireland 

Harness positive consumer behaviour with Karen Short, Accenture Song and Rob McFaul, Purpose Disruptors

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