New worlds need new words: Why we must change the language of marketing

Research into the language of business and how the marketing industry can adapt its linguistic tropes to foster a sustainable mindset.

Shaping a regenerative future is vital

We know change needs to happen. Sustainability is no longer sustainable. It doesn't provide us with the tools to repair the damage that has already been done. We know that a reciprocal relationship between people and planet must sit at the heart of whatever comes next. Together, we need to create a world that restores the natural systems we rely upon for survival.

By thinking of this as regeneration, we can redefine what is "valuable" within our systems of production and consumption, and recognise different forms of value beyond the financial, economic or productive....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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