Please introduce yourself and your industry
Hey, I’m Julia! I’m from Texas but have called Liverpool home since 2017. I landed here after meeting a guy (oh how cliché) in Germany where I was living at the time. I currently work for a marketing agency in town, before this I worked in hospitality, most notably developing from barista to head of brand at Liverpool’s first coffee shop and roastery business whilst in uni. I’m naturally a go-getter, above-and-beyonder and an actioner. Perhaps it’s the American in me, but I want to be the best so that I can push business and team forward to succeed together, ultimately leaving a positive impact on my trail.
How would you say your industry is currently faring with sustainability?
TL;DR Not well.
There has, of course, been progression and the rise of B Corp marketing and creative agencies making positive, meaningful change, but there’s so much more work to do. Sadly, most of the marketing industry hasn’t yet realised its power to influence positive behaviour change that cultivates and promotes a better world than we’ve inherited, or if it has, it’s not bothered. Futerra reported that 55% of consumers think being more sustainable will improve quality of life and 88% of consumers say they want brands to help them live a sustainable lifestyle. So what’s the hold up? Well, I think business as usuals don’t realise it’s possible to make a profit whilst positively impacting people and planet (oh how wrong they are) and are too concerned with pleasing shareholders than doing what’s right, and smart!
However, with the likes of the EU’s recently approved Corporate Sustainability Due Diligence Directive, businesses will have to evolve or risk failing as government legislation becomes more sophisticated, requiring businesses to uphold sustainability targets up- and downstream. This means that for a marketing agency, for example, clients will turn to alternative agencies which align with their own sustainability goals and targets, and especially look for those who have teams well-versed in sustainability to help them avoid the likes of greenwashing and greenhushing. It’s inevitable and definitely a ‘Shit or get off the pot’ scenario, as my mom would say.
How would you say Liverpool, as a city is currently faring?
Maybe I’m living under a rock, but Liverpool isn’t progressing as fast as it can and needs to. If I’m missing something please point me in the right direction, but hypocrisy is rife when it comes to prioritising people and planet. One example: Liverpool ONE states they’re committed to people, community and ESG yet still hosted one of the worst fast fashion brands for their first-ever pop-up in the city days before Earth Day. The city council declared climate emergency in 2019 but is still operating business as usual. Liverpool seems stuck, and behind, which is super disappointing BUT there are brilliant minds in this city and collaboration is key to positive change. I’m optimistic that initiatives like Against The Grain can spark it.
What change would you really love to see in your industry? Either environmental, social, or financial.
This is a tough one. There is so much change that needs to happen. I would love to see marketing agencies and departments integrate with sustainability teams and become singular. That way sustainability is at the heart of everything a brand says and does. Imagine transparency, integrity, and authenticity; Imagine messages that make people aspire for a sustainable lifestyle, aspire for doing good, aspire for purpose and positive impact. We (consumers) would all be a hell of a lot happier imo.
What would you say is the biggest obstacle to sustainability in your field?
The value action gap is real, and the barriers are systemic. What if marketers were given an annual marketing budget AND an annual carbon budget? Implementing a system like this would force folks in my field to conform. Inertia is holding us back, so until a new force comes along, we ain’t changing. That could be laws and regulations, that could be pressure from the people, that could be good, conscious business leaders. Hell, it needs to be all of that and then some. It’s easy to dwell on the negatives, but there is a lot to be optimistic about and I will keep pushing forward so that I can look back and know I tried my best. LFG!