Foreword Introduction Part 1: An introduction to sustainability. 1. Getting ready for the journey. Welcome to the Anthropocene ; Marketing's relationship with sustainability ; Orientation ; Stepping outside of the marketing bubble ; Primed for action ; Reflection 2. An introduction to sustainability. Defining sustainability ; Why sustainability? ; Time for some solutions ; Reflection 3. Deciphering the world of sustainability. Jargon busting ; Global north/south divide ; Diversity, equity and inclusion (DE&I) ; Biodiversity ; Mobilizing to respond ; Making personal changes ; Reflection 4. Marketing and the environmentalist movement. Marketing's silent spring ; Reflection
Part 2: The role of marketing. 5. The Great Acceleration and the golden era of marketing. The Great Acceleration ; The golden era of marketing ; The catalyst of the Great Acceleration ; The great transformation ; Unfit for purpose ; Reflection 6. The sustainable impacts of marketing. Where we sit today ; Looking through the sustainability lens ; Reflection 7. The role of marketing : the 'engine of growth'? Identity crisis ; Economics and the rational person ; Opposites (should) attract ; Duty of care versus growth at all costs ; Reflection 8. The mindset of marketing. Team make-up ; One per cent is good, volume is better ; Effectiveness by choice ; Results oriented ; Customer is everything ; Growth by name, growth by nature ; Hyperspecializiation ; Desire to change ; Reflection 9. The current state of marketing. A perspective on marketing ; The goal of marketing ; The marketing machine ; Creative tramlines ; Everything louder than everything else ; A dangerous and sinister dark side ; The modern marketer ; The brain drain ; Greenwashing the greenwashers ; Reflection 10. The need for a new role for marketing. A situation recap ; A new conquest ; The new conquest ; The new role for marketing ; Reflection
Part 3: The tools for sustainable marketing. 11. The origins, objectives and introduction to the Sustainable Marketing Compass. The origins ; Objectives ; An introduction to the Sustainable Marketing Compass ; Reflection 12. Embedding sustainability at the heart. The why ; Desired outcome ; Choosing a framework ; Embedding corporate sustainability focus ; Putting it into practice ; Reflection 13. Strategic foundations. The need for strategy ; Redefined success ; Rethink value ; Real people ; Efficacy and governance ; Reflection 14. Activation pillars. Purpose ; Partnerships ; Participation ; Performance ; Reflection
Part 4: Building sustainable marketing capability. 15. The sustainable data universe. The hornet's nest ; Reflection
16. Capability development and the parallels to digital transformation. Learning from the digital transformation of marketing ; Transformation squared ; Capability first ; The pillars of sustainable marketing capability ; Sustainable marketing maturity modelling ; Stages of maturity ; The sustainable marketing capability maturity matrix ; Reflection
17. Your personal resilience journey. Three challenges ; Learning for experience ; Building resilience at work ; Reflection
