Raiyan Ahmed

A recent survey by the CIM | The Chartered Institute of Marketing reveals a critical need for clear guidance on ESG communications, with 87% of marketers calling for global standards to help avoid greenwashing risks. Marketers face growing pressure from both colleagues and stakeholders to provide solid evidence for sustainability claims, underscoring the need for transparency and trust: https://lnkd.in/efukkf-k As CIM’s Chief Executive, Chris Daly, aptly puts it: “Marketing has a critical role to play in driving the sustainability agenda forward with marketers feeling increasing pressure to communicate and evidence their brand’s sustainability credentials. It’s vital that the conversation around environmental claims is professional.” The findings also highlight a concerning trend—'greensquashing,' where companies limit both their sustainability ambitions and communications due to fear of greenwashing. This cautious approach impacts companies’ ability to authentically engage with audiences on their sustainability progress. 📅 #edie25 on 26-27 March 2025 will dive deeper into these themes, featuring speakers like Alex Robinson (Hubbub), Charlotte Love (Standard Chartered), and Victoria Moorhouse (Kingfisher plc). Mentions: Sarah George, edie #AntiGreenwashCharter #Greenwashing #ESG #SustainableMarketing #CIM

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What is Governance in B Corp? Governance is about running your business with purpose, accountability, and transparency. For Cullen Communications, becoming a B Corp meant formalising our sustainability commitments, tracking impact, and aligning our team around a shared mission. Swipe through to see what changes we made and how Governance can kick-start your own sustainability journey. B Lab Ireland #BCorp #Sustainability #BusinessForGood #Impact #ClimateAction #CullenCommunications #BTheChange #BCorpExplained

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Using Google Ads to Reach Key Clients in the Built Environment Check out our latest blog to find out more about: ✅ Targeted Advertising for Niche Markets ✅ Leveraging Data - Driven Insights for Optimisation ✅ Increasing Brand Visibility and Authority ...and much more. Click the link below to find out how Google Ads could transform your business ⬇ https://lnkd.in/e7ZA2WQb

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Applying digital sustainability to email marketing. ✉️ On Thursday November 7th, Co Founder James Gill will be joining the Digital Ethics Forum organised by Sloweb to deliver a talk on 'How to apply digital sustainability to email marketing.' Join us virtually to find out more about how to make your email marketing both sustainable and more effective.  🔗 Sign up for free, we've popped the link in the comments below.  #DigitalSustainability #EmailMarketing #SustainableMarketing

Leading with Sustainability: Building Environmentally Responsible Digital Strategies. Digital sustainability specialist Cal Innes, digital sustainability specialist at Jisc offers guidelines for leadership teams on driving #sustainable initiatives from the top down and fostering a green-first mindset within organisations. https://lnkd.in/eRSzwpRR #digitalsustainability #thinkdigsustain #education

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What an absolute delight to see a CEO truly recognise customer understanding defined everything, and being market oriented is the ONLY game in town. Customers rule, no ifs or buts, they do. Convince yourself you know your customers and make poor decisions. So many organisations don't have customer insight embedded into everything (and that is EVERYTHING). Play on price, it's easy, short term and proven to drive short term performance. Focus on customers, it's hard but drives performance in the short AND long term. Why do so many organisations get it so fundamentally wrong?

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"ESG practices are no longer optional. They are a business imperative to remain competitive in today’s market." As Yorkshire Sustainability Festival gets underway, we share our thoughts on how businesses can communicate the actions they are taking to improve their environmental sustainability, and why transparency is key. https://lnkd.in/eawZFiCM #SustainablePR #ESG #Sustainability

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B2B media leaders: Build brands audiences can't ignore Our recent webinar focussed on how B2B editors can create market-leading brands. Business Information Practice Lead Andy Baker spoke to Editors of The Lawyer , Catrin Griffiths and the Health Service Journal, Alastair McLellan on how they have built market-leading brands. Find some of the key takeaways below 🔍 Know your audience: Craft content that resonates with each segment, not a generic mass. 🔍 Fuel subscriptions with innovation: Fresh ideas from your editors keep subscribers engaged. 🔍 Move incrementally: Gradually expand your offerings for a smooth transition. 🔍 Go digital-first (Plan Carefully): Ditch print for a streamlined, modern approach. 🔍 Empower your editors: Attract top talent with strong leadership & autonomy. Watch the full webinar in the comments ⬇️⬇️⬇️

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Don't miss our Saul Parker on the latest episode of Walr's Winner's Words podcast, with our excellent friends Katya Des-Etages, Lydia Amoah FRSA and Caroline Forbes. You'll hear about our research into how Black Owned Businesses can be better supported, particularly by the media industry. Unlocking potential is at the heart of this work, and has helped to shape the incredible impact work done by Channel 4, Clear Channel UK and BACKLIGHT Inc. #Walr #MRSAwards #BlackOwnedBusinesses #BlackPoundReport

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How can agencies recognise when brands are using pitches to fish for free (or underpaid) ideas, and what would Rebecca Nunneley recommend their next steps should be if that turns out to be the case? Read this Campaign UK article to find out 🤔 #AgencySelection #Pitching #MarketingAgencies https://lnkd.in/eu42_6rN

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🚀Our Trace | Certified B Corp™ New eBook has landed 🌱 Read '6 Biggest Mistakes Companies Make When Tracking Emissions'! Tracking emissions is critical in the journey to Net Zero, but mistakes can happen! That's why we've put together an essential guide to help your business avoid the common pitfalls of carbon accounting and sustainability. What you'll learn: 1️⃣ Understanding your company's carbon footprint. 2️⃣ Best practices for data collection. 3️⃣ How to integrate sustainability goals. 4️⃣ Tips for consistent ESG reporting. 5️⃣ Importance of updating emission factors. 6️⃣ Compliance with regulatory requirements. 📩 Ready for Net Zero? Download the eBook now and start your sustainability journey: https://hubs.li/Q02RYydM0 #NetZero #CarbonAccounting #Sustainability #ESG #EnvironmentalLeadership #ClimateAction #TraceEbooks

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How can established businesses keep up with sustainability-focused challenger brands? Our latest blog post from our ESG and Sustainability Lead, Hannah Hughes, explores this question with insights from industry experts. Key takeaways include the importance of integrating D&I and sustainability into business models, the role of education and leadership, and the need for brands to be activist and campaign for change. Read more about how big businesses can navigate these challenges and future-proof their value here: https://lnkd.in/gBfGjTWg

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We know that a disproportionate number of women are leaving their jobs in utilities and, together with The Marketing Pod, we set out to find out why.   Nearly 400 respondents took part in our survey, which found that women are indeed being treated differently at work. Some of the key findings make for thought provoking reading.   We need to act now to stop the drain of talented women from our sector and the first step is to gather a better understanding of what unconscious bias looks like in real terms.   Download the full report here  https://lnkd.in/epCbU3cC   #UnconsciousBias #WomenInUtilities #wun #utilities

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Over half of respondents to this WUN - Womens Utilities Network report said they were planning to leave the sector in the next 3 years. Learn why and the vital steps to take to reduce the impact of unconscious bias in the full report. 👇 #UnconsciousBias #WomenInUtilities

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We are hearing so much noise around “Sustainable Marketing” at the moment, largely from marketing professionals who have chosen to branch out. But what is it? Do you only need to worry about it if you’re selling a so called “green” product? And what about the dreaded greenwashing traps? At Acacia our team members hold the highly respected CISL Sustainable Marketing, Media and Creative qualification. This visible badge demonstrates our commitment to ensuring that we continuously develop our knowledge, ensuring that we can confidently help to navigate your business through the sustainable marketing maze. We are also IEMA and CL qualified, so truly understand the technical subject matter underneath. But before we even talk about marketing, we don’t necessarily start with a “rebrand” or a new sales strategy. If required, we start from the bottom, looking at your business from all angles to ensure you’re ready for the future. We can help you to make the most of your marketing strategy by truly understanding your business first, and doing a sustainability audit if required. Sustainability isn’t just about the environment and we have experts in every area to really deliver maximum impact. Some of the things we can look at include: - operations - governance - social value strategy - environmental impacts - people - client service - communications And after all of that……..a powerful sustainable marketing strategy that, most importantly, is build upon solid foundations. Check out this great article, and contact us if we can help elevate your marketing strategy here to the next level! Keep ahead of the game with Acacia. https://lnkd.in/erhcjbmf

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Sustainability communications are increasingly becoming a priority for organisations across the globe, focusing on one of the most emotive, pressing topics facing humanity - so it's important that they are powerful and, put simply, not boring. Read Dull Green, the latest report from Revolt, part of Anthesis, to explore the real cost of dull communications for businesses, and how to use sustainability communications as an opportunity to move hearts and minds. Find out more below 🔽 #DullGreen #SustainabilityCommunications #Sustainability #Comms #ClimateCommunications

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As a B Corp, we're part of a worldwide movement. B Lab Global's new interactive annual report charts a year of forward motion. We learned that in 2023: 🌍 Over 600 newly certified B Corps took the UK B Corp community to 1,815 businesses – while globally, over 1,900 new Bs drove the total to 8,051 🌍 More than 40,000 users registered to use the B Impact Assessment tool – an increase to more than 285,000 – showing an interest in responsible business that goes well beyond the B Corp core 🌍 35% of all UK consumers said that they've heard of B Corps 🌍 B Corps hired 7,500 people from underemployed groups We're proud to be part of a growing movement to make business a force for good. Many of our fellow B Corps are celebrating this for #BetterBusinessDay today. Read the 2023 Global Annual Report here: https://lnkd.in/dbqYmvuG If you'd like to know more about B Corp certification, how your business can start exploring it, or other sustainability steps to consider, let's have a chat.

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Have you read our impact report? 📃 As we journey towards B Corp status, we've launched this report to acknowledge our impact as an agency and the responsibility we have in the communications and PR industry to use our work as a force for good. We're holding accountability, to continue to drive conversations and collaborations for greater positive impact for the future. You can read the full report here: https://bit.ly/3BuD8UC #ImpactReport #BCorp #SustainableBusiness

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