Google Launches Marketing Playbook to help Marketing Operations build Culture of Sustainability
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In a global surge of interest in sustainability, Google has partnered with Drawdown Labs, a program of Project Drawdown, to release an open-source sustainability marketing playbook. The playbook is designed to encourage sustainability initiatives across the industry, emphasizing the responsibility of businesses to reduce their carbon emissions contribution.
Understanding Sustainability Trends
Sustainability, a multifaceted concept, varies across regions and cultures. Google’s working group, composed of members from diverse countries, recognized these nuances when developing the playbook. Leveraging insights tools like Google Trends, they analyzed global cultural shifts and enduring trends to inform their messaging strategies.
Influencing Culture Through Creative Choices
The playbook acknowledges the power of marketers to influence culture and behavior. To promote eco-conscious behaviors, the team identified the importance of creative portrayals of sustainable lifestyle choices. They reviewed Google Ads Marketing assets to exemplify environmentally friendly behaviors and normalize sustainability.
Reducing Carbon Emissions in Marketing Operations
To complement the playbook, Google emphasized the need to reduce carbon emissions in day-to-day marketing operations. One approach involves limiting travel for on-location shoots, thus lowering carbon footprints. Google aims to collaborate with industry bodies to establish global standards for carbon calculation in advertising.
Promoting Sustainable Practices Across the Industry
Google encourages the industry to adopt sustainable practices by sharing their approach and knowledge. They urge businesses to edit agency briefs to include sustainability options and inquire about agency certifications. The company has initiated sustainability training sessions to facilitate informed decision-making and collaboration in promoting eco-friendly advertising practices.
As the world seeks sustainable solutions, Google’s open-source playbook sets the stage for businesses to embrace sustainability in their marketing endeavors, pushing for a greener and more responsible future.
Download the Marketing Playbook Here: