Month: January 2023

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Purpose-Driven Marketing Tips

Mind the Value-Action Gap: How Reframing Consumers as Investors Can Improve Marketing Results for Purpose-Driven Brands

When it comes to making purpose-driven purchases, there’s a gap that can’t be ignored. While 65% of consumers want to buy from purpose-driven brands only 26% do. To make the world better, we need to narrow this divide. So how can you empower more people to choose purchases that are better for the world? Here are six recommendations purpose-driven brands can incorporate into their impact marketing so customers are empowered to vote with their dollar.

Focus on Customer Education

We’ve all heard that phrase of “voting with your dollar” as a way to directly align purchasing behaviour with desired outcomes. The problem is, it’s not that easy or simple for most people to do that. 

We believe that most people, given no other barrier, would choose to purchase a ‘better’ option for the planet, however affordability and perceived cost are genuine hurdles to being able to cast one’s vote. 

For example, in today’s world, environmentally sustainable products tend to require more time, effort, and ingenuity to make and, as such, their cost is typically higher. The consequence: it’s hard for these products to exist in large supply. 

In order to empower consumers and businesses to choose purpose-driven products and services over the “default option,” brands need to provide resources that will educate consumers about true cost. Once made aware of this information, perceived value will begin to shift and purchasers will be equipped to decide if a brand’s impact is really worth their investment.

Explain Return on Investment

This brings us to a critical point – purpose-driven brands should consider treating their customers more like investors. 

Investors want to feel that the reward is greater than the risk, they want to see tangible impact, and they want to know they can trust your brand. Also, by reframing customers as investors, the end game for companies and brands shifts to ensure they’ve considered how their customers can feel invested in seeing the brand they support thrive. 

Aligning marketing efforts to meet these needs and viewing customer purchases as capital to support your cause will help bridge the value-action gap and create a more-deeply engaged customer base.

Draw Lessons from Luxury Brands

That people are willing to pay more for one type of product relative to another, regardless of a difference in quality, is not new. 

Luxury brands, for example, have already figured this out. Consumers of luxury goods, such as a $4000+ purse, spend their money because it allows them to make a statement about the vision they want to project.

If purpose-driven brands follow this example and clearly communicate why their products or services are worth the premium price, it will encourage customers to invest. For instance, Patagonia has been very successful in both selling products at a high price point and expressing their values. Their customers support and participate in Patagonia’s impact by purchasing their products to the point where the Patagonia brand is now symbolic of a more conscientious purchase. 

Communicate the Reward Rather Than the Risk 

You know what your brand’s vision for the future is, but does your audience? 

If there’s one important lesson to draw from investor psychology, it’s that people opt for a reason to believe in something working out. The key for purpose-driven brands is not to just talk about your product or service, but to truly market your vision for the world. 

If you want consumers to invest in the true cost of the product or service you’re offering, you have to connect what you’re selling to that vision of a better world, and one very effective way to do this is with storytelling. 

When purpose-driven companies use storytelling, it proves that the reward customers receive from investing in purchases from brands are worth the risk. This is vital for attaining customer loyalty and gaining long-term investors, rather than short-term consumers.

TOMS’ Our Story page presents a compelling narrative, which traces the company’s impact goals and accomplishments from 2006 to the present. Along with these highlights, it showcases their signature design and communicates tangible progress so customers can read more about their impact story.

Report Your Impact

Investors live and breathe progress reports – the same is true of your customers. What your company or organization is doing to help improve the world has to go beyond your product or service. 

Your active and ongoing work to create impact needs to be documented publicly and transparently in order to provide your consumer base with the updates they require to continue investing. 

Whether you use social media, press releases, e-mail newsletters or other documentation, your steps to live out your vision can’t be taken in secret. They have to be a part of your communications flow, ingrained into your online presence, and something your audience can easily access through your website.

Seventh Generation, for example, publicly presents their Climate Impact Report. Key takeaways and infographics furnish the page, along with a link to download the full report. They also publicly share product safety data sheets.

Build Trust with Third-Party Recognition

Deciding whether or not to make an investment requires trust. Your customers don’t want to have to conduct due diligence every single time they think about making a purchase. That’s what makes involvement with trusted third parties so vital – it’s a quick and effective way to build trust.

Organizations like UN Global Compact invest significant resources (i.e. spend money on marketing) to inform consumers about brands that are committed to reliable and higher standards of operation. 

Participating in initiatives like UN Global Compact’s Sustainable Development Goals proves that your brand is one that people can trust to deliver the impact you promise. People believe in the UN’s criteria and goals, and that in turn will enable them to believe in your brand.

B Lab is an international network of organizations designed to lead economic systems change and to make business a force for good. Their B Corporation Certification is awarded to companies that are dedicated to impact, demonstrating a high level of social and environmental performance, transparency, and accountability.

1% for the Planet is an initiative that was co-created by Patagonia founder, Yvon Chouinard, which drives environmental philanthropy. Companies that gain 1% for the Planet Certification meet the commitment of donating 1% of their sales to environmental causes.

Certifications such as these, along with other recognitions such as third-party partnerships, programs, initiatives, and event participation all indicate to your customers that they can trust they will have a real impact when they invest in your brand’s goods and services. It proves your brand’s commitment to doing good, and that commitment will make your customers want to commit too. 

Conclusion

Ultimately, we believe most people will want to shop for better items or services given the opportunity. With price still a barrier –  real or perceived – reframing conscious consumers as investors helps to rethink your approach to building a long-term, sustainable, successful enterprise. 

The capital clients or donors bring with them is an investment in making the world better – which means tapping into what we know about investor behaviour and psychology can be an important way to help bridge the value-action gap.

Get in Touch

If you’re looking for more ideas on how to align your marketing efforts to achieve this goal, we’d be happy to talk. Plus, check out Make The World Better Magazine to see how purpose-driven organizations are affecting positive change in the world. 

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Make The World Better Magazine

Circular Economy Leadership Canada: Advancing Innovation

From implementing zero-emission transportation to banning single-use plastics, Canada is at the forefront of environmentally-conscious initiatives. Yet, even with advocates and industry leaders paving the way, there is still a knowledge gap about a game-changing model of production and consumption: the circular economy. 

The Circular Economy Leadership Canada (CELC) is working to bridge this awareness gap to advance the circular economy in Canada. We spoke with Paul Shorthouse, Managing Director of CELC, about being a “network of networks” for circular economy innovation.

Tell us about Circular Economy Leadership Canada’s mission.

Circular Economy Leadership Canada (CELC) is uniquely positioned as a multi-sectoral, national organization dedicated to advancing the circular economy in Canada. CELC is working to connect Canada’s circular economy community and serves as a bridge to similar networks around the world. We provide thought leadership, technical expertise, and collaborative platforms for accelerating systems change and the transition to a low-carbon, circular economy in Canada.

What inspired you/your founders to start your organization?

The Circular Economy Leadership Canada initiative is a project of The Natural Step Canada, a non-profit charity based in Ontario focused on creating a more sustainable future through effective systems change and social innovation. CELC was officially launched in 2018 at the G7 Oceans Partnership Summit in Halifax and was originally made up of a small number of corporate leaders, non-profit think tanks, and academic researchers. This group was part of an earlier Ontario-based Circular Economy Lab that was largely focused on eliminating plastic packaging waste and pollution. 

What were some of the challenges you/your founders encountered?

The key issues we’ve faced include the low level of awareness among businesses, governments, and the public in terms of the circular economy and its benefits for Canada, as well as the fragmented and siloed nature of our supply chains. These are two areas we are working to address: raising awareness about what the circular economy is and its benefits and acting as a cross-sector platform to create systems change.

What do you consider to be Circular Economy Leadership Canada’s biggest success?

One of our greatest successes was the launch of the Canada Plastics Pact (CPP) in January 2021. Circular Economy Leadership Canada acted as an incubator to form and launch this network that now consists of more than 90 key stakeholders across the entire value chain in Canada, focused on creating a circular economy for plastics packaging in the country, including its roadmap to 2025.

What makes your organization unique?

We currently have more than 45 partners across Canada coming from all sectors and regions, as well as a handful of international partners, with CELC acting as a “network of networks.” CELC is dedicated to bringing value to our partners by filling existing gaps in the marketplace and supporting efforts to accelerate the transition to a circular economy in Canada. 

We do this by serving as a national hub that connects people to the knowledge, networks, and opportunities to help achieve circular innovation; fostering constructive dialogue between government and industry on critical issues where collaboration is key to the system transition required to achieving circularity; making the business case for new approaches by shining a light on corporate leadership and circular innovation; championing a national circular economy strategy and a coordinated innovation ecosystem; and accelerating circular economy transitions in key sectors through our Circular Economy Solutions Series, focused on taking advantage of opportunities and tackling the barriers.

How do you feel your organization makes the world better?

We’re hyper-focused on the circular economy which addresses our planet’s triple environmental crises: climate change, biodiversity loss, and pollution. The circular economy model leverages actionable business strategies to eliminate waste and pollution from our economy, reduce the demand on our ecosystems and natural resources by keeping materials and resources in use for as long as possible, and regenerate nature in the process. 

Tell us about Circular Economy Leadership Canada’s goals.

Our goal is to advance a circular economy in Canada across all sectors and supply chains, enhancing innovation and improving the competitiveness of Canada’s economy over the long term.

Are there any upcoming initiatives or projects you’d like to share?

Circular Economy Leadership Canada’s work is carried out through our Solutions Series work streams where we have a number of projects underway in areas that include plastics, food systems, metals and minerals, construction and built environment, and finance. You can find more at circulareconomyleaders.ca/solutions-series/ 

As one example, CELC has recently launched a project in collaboration with BOMA Canada, Pacific Institute for Climate Solutions (PICS), CSA Group, and others from the real estate sector exploring the use of circular strategies to extend the life of existing buildings – including innovative leasing and renovation – and, in turn, preserve the embodied carbon found within buildings. 

What do you most want people to know about your organization?

To advance the circular economy in Canada, we must work together in partnership to create the systems change we need. Through our collaborative approach and CELC’s platform for convening, we can accelerate the opportunities and tackle the barriers together.

How can people help or contribute to Circular Economy Leadership Canada’s mission?

We welcome organizations to join our network as Circular Economy Leadership Canada Partners, investing in the work streams we have underway, establishing the business case for action, and helping to communicate the benefits and advantages for Canada in transitioning to a more circular economy.

This story was featured in the Make The World Better magazine:

 

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Make The World Better Magazine

Textile Lab for Circularity: Weaving a Circular Solution

No shirts, no shoes, no service. Clothing is essential for survival and navigating modern society; however, the shirts on our back have also evolved to be emblems of our status and reflect our unique personalities — all great qualities until it’s time to retire that novelty souvenir t-shirt we wore once as a joke. 

The Textile Lab for Circularity is fighting fashion and textile waste in Canada through extensive research and collaboration with industry players. We spoke with Megan Bourassa, Impact Strategist & Project Manager, to learn more about the Textile Lab for Circularity’s fashion-focused initiatives in the circular economy space.

Networking at the first in-person social innovation lab on textile waste, in 2017.

Tell us about Textile Lab for Circularity’s mission.

The Textile Lab for Circularity is a social innovation lab connecting unlikely allies across Western Canada to divert fashion and textile waste from landfills and move the industry toward circularity. We envision a thriving circular textiles economy in British Columbia by 2031. 

We believe that collaboration is key to making the circular economy a reality, and we strive to build the spaces for strategic cross-sector connections and industry clusters to form and flourish. 

What inspired you/your founders to start your organization?

While facilitating a social innovation lab for the hospitality industry in 2015, our founder Sara Blenkhorn witnessed the severity of the textile waste problem. She saw that textile waste resulted from almost every stage of the product life cycle, with no comprehensive, scalable solutions to divert this waste from the landfill. Folks working on solutions were isolated from each other, and she saw an opportunity to bring them together to make more progress, faster. 

She launched the first textile-focused lab through her consulting firm Leverage Lab. This two-year interactive lab program resulted in a whitepaper that mapped the flows of textile waste in Metro Vancouver and identified leverage points to take action. 

The first lab identified that in Metro Vancouver alone, upwards of 22,000 tonnes of textiles make their way to landfills annually. We also know that approximately 95% of this landfill waste is repairable, reusable, or recyclable, showing a large opportunity for the circular economy. This opportunity is what inspired Sara to start the Textile Lab for Circularity. 

What were some of the challenges you/your founders encountered?

There are a few challenges we’ve encountered and continue working on, including pivoting from in-person programming to 100% online due to the pandemic; pivoting to the changing needs of the industry during this turbulent time, thus redesigning our offerings to work for companies that had pivoted away from long-term climate and waste prevention strategies to short-term pandemic mitigation; and minimizing Textile Lab for Circularity added-value activities to extend the lifetime of our initial funding save money. 

As well, there are some challenges we’re encountering on an ongoing basis, including juggling the back and forth between the industry needing regulation and legislators waiting for the industry to take the lead. 

And more recently, we have seen an emerging need in our networks for reshoring textile/fashion production due to unstable supply chains. However,  there are gaps in the workforce and infrastructure to make that a reality at the moment.

What do you consider to be Textile Lab for Circularity’s biggest success?

Our biggest success since our official formation in 2019 is our massive pivot that led to producing our now-annual Building Your Circular Strategy Workshop! 

From 2017-19 we partnered with Vancity, The City of Vancouver, Metro Vancouver, and the Vancouver Economic Commission to convene 25 businesses and organizations from textiles-related sectors to collaborate on the issue of regional textile waste. We mapped the regional textile system through participant and network interviews and secondary data sources, and we produced the whitepaper, Unravelling the Problem of Apparel Waste in the Greater Vancouver Area. This study revealed a systems map of apparel waste flows in the Lower Mainland, establishing critical baseline data. This foundation positions us well to identify and act on opportunities that disrupt the conventional take-make-waste process.

The Textile Lab for Circularity was formed as a result of this whitepaper and its five leverage points for systemic change: increasing industry collaboration, investing in circular fibre development, educating consumers, levelling the playing field, and, ultimately, making circular fashion business models mainstream.

We designed and began marketing a Phase 2 lab in the winter of 2020 to take serious collaborative action on the leverage points that the whitepaper identified; however, COVID-19 disrupted this plan. Unfettered, we performed an in-depth analysis of the leverage points and the emergent needs of the industry. We determined that our lab model could be parsed out into two phases: an educational workshop to level the playing field and tangible pilot projects down the line. 

As a result, we successfully recruited and guided nine organizations through our new educational program and are now gearing up for a second cohort. 

What makes Textile Lab for Circularity unique?

We act like mycelium around the complex systemic issues of textile waste, transmitting knowledge, connections, and resources between key nodes when they wouldn’t otherwise relate. We believe that by breaking down silos in this highly-competitive industry and open sourcing key research and resources, we can move the whole industry further, faster. 

We also employ the science-based Framework for Strategic Sustainable Development, grounding our programs in a holistic methodology that accounts for the long-term well-being of both people and planet. This helps us guide the industry toward addressing the root problems, rather than implementing band-aid reactionary strategies. 

The first cohort of the Textile Lab for Circularity’s virtual Building Your Circular Strategy program, launched in October 2021.

How do you feel your organization makes the world better?

Our organization is composed of sustainability experts with deep experience in education and facilitation. We make the world better by championing collaboration in an increasingly competitive world. By creating safe spaces for exploration, open conversation, and sandboxes for play, we are able to spark ideas and partnerships otherwise inaccessible. 

We also aim to facilitate and normalize the open sourcing of key research to move the industry forward together.

Tell us about Textile Lab for Circularity’s goals.

As mentioned, we aim to create a thriving circular apparel industry in British Columbia by 2031. To get there, we are focused on taking action on these five leverage points designed to catalyze systemic change: 1) increase industry collaboration in the collection, sorting, recycling, and design for the environment; 2) invest in circular fibres development, recycling technology, and collection infrastructure; 3) educate consumers, designers, and brands about their role in a zero-waste fashion future; 4) set a level playing field that supports the reduction of apparel waste; and 5) make circular fashion business models mainstream. 

Are there any upcoming initiatives or projects you’d like to share?

One project we’d like to share is our upcoming landmark research project, the Roadmap to Textile Recycling in Western Canada. This roadmap is a cross-sector study engaging folks from government, industry, non-profit, academia, and funding to forge a path through the complex ins and outs of making scalable textile recycling in Western Canada a reality. 

The second initiative we’d like to share is gearing up for the second cohort of our one-of-a-kind Building Your Circular Strategy program. This four-session training is designed to spark circular strategies for long-term resilience in BC’s fashion and textile organizations. Together, we help companies understand their current system, set a circular mission, and develop a custom plan for embedding circularity into their business model. Teams will leave with their own internal Circular Strategy and the confidence to implement and communicate it internally and externally.

What do you most want people to know about your organization?

We truly believe that the future is collaborative. Together, we have the know-how, the resources, and the passion to make the apparel industry circular. As a non-profit organization, we are not driven by money but rather by the quality of the connections we facilitate. We measure our success on impact — all the way from individual conversations to systemic shifts.  

How can people help or contribute to Textile Lab for Circularity’s mission?

Non-profit, laser-focused Social Innovation Labs like ours are a key ingredient in catalyzing and accelerating innovation. We realize this is still a new concept to many, so please join us, support us, and amplify our work!

Some ways to get involved is to join or sponsor one of our programs, subscribe to our newsletter, and follow us on social media at @textilelabforcircularity.

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Purpose-Driven Marketing Tips

Considerations Before Hiring a Marketing Specialist

When it comes to the purpose-driven space, marketing efforts not only include standard marketing goals but also serve to inspire action, communicate impact, attract the attention of like-minded audiences, and help the organization face greater degrees of scrutiny and expectation than brands outside the space. 

A lot of purpose-driven organizations search for a talented marketing specialist who can help achieve these goals by checking every possible box. But finding someone with the right combination of skills, innovative thinking, and expertise is no simple task. So, what should you look for when you want to hire a marketing specialist? 
Here’s what a marketing specialist should do, what they shouldn’t do, and what are the alternatives for a full-stack solution at a comparable cost.

What Marketing Specialists Should Do 

According to Glassdoor, marketing specialists “develop, execute, and monitor marketing programs across a variety of channels.” While the scope of a marketing specialist will vary on the budget, needs, and size of the organization, their focus should be on, you guessed it, marketing. 

A marketing specialist’s role should primarily consist of:

  • Understanding key business initiatives and implementing the marketing plan/strategy;
  • Supporting, project managing, and coordinating tasks for the execution of marketing campaigns;
  • Tracking marketing initiatives to adjust if necessary;
  • Conducting research on key areas, including competitors, customers, and trends, to identify opportunities for marketing;  
  • Working with the creative team (i.e. copywriter and graphic designer) to develop marketing collateral.

What Marketing Specialists Shouldn’t Do  

Finding a jack-of-all-trades marketing specialist, equipped with an entire team’s worth of skill sets, is like finding a unicorn. Even if someone has all the desired skills, the sheer volume of work they are expected to handle tends to reduce their bandwidth and increase the chances of burnout and human error. 

A marketing specialist should not be expected to:

  • Work independently, expecting them to be an expert in and cover all areas of marketing;
  • Create professional-level brand and marketing material (i.e. copy, design, video, etc.);
  • Carry out duties that should be assigned to a marketing manager, such as setting budgets, developing the marketing strategy, or reporting to executives; 
  • Perform IT and HR tasks.

Finding the Right Solution

While an in-house marketing specialist may be the right choice for your organization, outsourcing your marketing may be a better solution depending on your needs. If you are interested in a full-stack marketing solution, agencies and vendors like Sparx are an excellent alternative to consider.

Marketing agencies fill knowledge gaps with specialized expertise, creating professional marketing strategies and campaigns. As a team of experts, they provide top-quality talent across multiple channels, from analytics and web design to branding and advertising. 

Having a dedicated team of experts who already know how to work together, consistently work to stay current on the latest trends and best practices in the space and can assist your in-house marketing professional means your existing staff won’t have to deprioritize other tasks, and you don’t have to worry about the hiring and training process.

Not only that, but marketing agencies tend to use sophisticated tools and technologies, such as pricier software for design or analytics, that may not be accessible to in-house teams because of budget constraints. This leads to new levels of efficiency and effectiveness and opens up new avenues of innovation.

Working with marketing vendors and agencies also presents a lot of flexibility. You can scale up or down based on your needs, enabling you to find the ideal solution for your marketing budget.

Sparx is a Mission-Aligned Alternative

Looking for a full-stack, purpose-driven marketing solution? Contact the experts at Sparx for a free consultation. We’d love to help make your impact story shine.

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Make The World Better Magazine

Circular Rubber Technologies: Re-Tiring Rubber Waste

The oil and gas industry may be known for its controversial environmental footprint, but part of this impact may be where you’d least expect: rubber tire waste. Once a site is done with any fracking and drilling, leftover equipment is often left behind to waste away. 

Circular Rubber Technologies (CRT) saw this issue and decided to do something – or should we say some tonnes — about it. We spoke with Maartje van der Sande, Co-Founder & CEO, about repurposing end-of-life mining tires and reducing their waste in the process.  

This photo shows how large off-the-road (OTR) tires are.  By processing one of these tires, we expect to generate a revenue of roughly $4,000 and save around nine tonnes of CO2 emissions. From left to right: Talia Hoffman, Maartje van der Sande, and Bram van den Berg.

Tell us about Circular Rubber Technologies’ mission.

Circular Rubber Technologies’ purpose is to turn the world’s waste streams into value, and we are on a mission to redirect at least 300,000 end-of-life mining tires from landfills through the production of 1 million tonnes of our rubber reclaim product. In doing so, we’ll reduce CO2 emissions by 3 million tonnes and generate CA$1 billion revenue.  

What inspired you to start your organization?

After over a decade in the oil and gas industry, I decided it was time to start focusing on making the world a better place instead of contributing to projects that had a negative impact on future generations.

I got involved in several projects which led to a realization that most mining companies bury their end-of-life mining tires on site. If you have ever seen one of these giant tires, you’d understand that burying thousands and thousands of these tires would have a huge environmental impact. 

I also learned that there are roughly 20 million tonnes of virgin rubber being used every year to make new tires. These two facts and the huge disconnect between tire waste on one end and the need for raw materials to make new tires on the other end sparked the idea for Circular Rubber Technologies and became one of our biggest drivers: closing the circle and ensuring end-of-life tires become new tires again.  

What were some of the challenges you encountered?

At Circular Rubber Technologies, we work with large multinationals: mining companies for the feedstock of our product and tire manufacturers as our reclaim product customers. The first challenge is obviously getting your foot in the door – finding the right people at the right level in the organization to talk to so they can champion your idea within their organization. This isn’t something that can be done overnight; it takes time and persistence. Meanwhile, we try to operate as lean and fast as possible since we’re a start-up.  

Another challenge, which I think all start-ups face, is to stay optimistic when things do not go as planned. For example, when we shipped 18 big bags of rubber feedstock crumbs to our testing facility, we did not anticipate that due to the transportation, the crumb was no longer free-flowing, but it was basically a solid one-tonne rubber block. Luckily, we rallied our team to come up with a solution to break up the rubber block into crumbs again. However, the challenges didn’t end there; we were shut down by inspection when we were finally producing our product because the neighbours complained of the rubber smell.  

We have overcome these challenges, and, in hindsight, I am actually thankful they happened. We have been able to learn from them, optimize our process, and improve our design. With all these hurdles, I think the biggest challenge is sometimes to stay optimistic, keep the team motivated and the end goal in mind, and be open and creative in addressing any unexpected situations. 

A endless amount of tires are waiting to be processed. This is just one location where the giant OTR’s are being collected. The majority stay in the mines and are never processed.

What do you consider to be Circular Rubber Technologies’ biggest success?

Apart from all the great technical successes we have had and the milestones we have reached in terms of technical de-risking, scale up, product development, and initial sales, I am especially proud of the fact that we have recently become a benefit corporation and reached a pending B Corp status. 

This speaks to the values we cherish as a team and the standards we hold ourselves and the organization accountable to. I believe this is Circular Rubber Technologies’ biggest success in that we have been able to cement these beliefs, values, and our purpose in the foundation of the business. 

What makes Circular Rubber Technologies unique?

We provide tire manufacturers with a sustainable alternative to virgin rubber. We ensure that tires that would otherwise be landfilled or end up in low-grade applications get used to make new tires. We provide a true circular solution: tires can be tires again. 

How do you feel your organization makes the world better?

We solve two problems in one go. Firstly, we help mining companies direct one of their largest operational waste streams to be processed in a true circular manner. At the same time, by selling our product to tire manufacturers, they will be able to produce more sustainable tires. By using our product, they will need less virgin rubber, which means fewer rubber plantations and less CO2 emitted. 

A proud moment: the first full pallet of product during the development phase and scale-up. This pallet was later sold to the first customer for the use into new tires. Circular Rubber Technologies CCO Marc Beeldsnijder (left) and CEO Maartje van der Sande celebrate this accomplishment.

Tell us about Circular Rubber Technologies’ goals.

Our most important goal currently is to get our first facility operational in the second half of next year. This will be a huge milestone for Circular Rubber Technologies, and it will mean we will be able to convert roughly 5,000 giant mining tires into our reclaim product each year.

Our subsequent goal is to quickly expand within Canada and beyond. We see a strong and growing demand for more sustainable materials and products, and tires are no different. Global tire manufacturers are increasingly searching for sustainable alternatives to lower their carbon footprint, and we plan to help them by providing them with a continuous stream of our high-quality reclaim on each continent. 

Are there any upcoming initiatives or projects you’d like to share?

As mentioned above, we have recently reached the pending B Corp status and are now working to become a fully certified B Corp over the course of the next year. We are about to release the key findings of some interesting work we have done with the Impact Institute to determine the true price of virgin synthetic and natural rubber and Circular Rubber Technologies’ alternatives. And, of course, people should stay tuned on the progress we are making with the realization of our first facility based in Alberta, Canada.

What do you most want people to know about your organization?

We are an impact company. The more successful we become, the greater the impact we make. 

How can people help Circular Rubber Technologies’ mission?

I think more generically, if we truly want the circular economy to work, we must also revisit the first part of the circle: the manufacturing of products and the consumers that use them. This is a fundamental part of the circle in the circular economy, and we often forget that we all have a role to play here: by making more conscious choices on consumption and use of products and simply by consuming less, we make it easier to solve the waste reduction side of the circular economy. Essentially, if we generate less in the first half of the circle, there’s less to “clean up” in the second part of the circle.

This story was featured in the Make The World Better magazine:

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Purpose-Driven Marketing Tips

3 Marketing Best Practices for Your B Corporation

Achieving B Corporation status is a major milestone for many purpose-driven organizations. If your organization has received or recertified your B Corp status, firstly: congrats! Secondly, some good news: marketing your B Corp in the right way can help you stand out from your peers, deliver a deeper emotional connection with your stakeholders and ultimately maximize your organization’s impact.

How can you make the most of your marketing efforts? Here are three best practices for your B Corporation. 

Tell Your Certification Story

While you may know how rigorous it is to achieve and maintain a B Corp certification, an important question to ask is whether or not your audience does? 

Storytelling is a powerful tool for any purpose-driven marketing strategy. Incorporating your certification journey into your brand’s story can build credibility, emotionally engage your audience, and present a roadmap for achieving mission-critical goals.

For example, with strategic storytelling, your audience can gain an understanding of what compelled your organization to pursue B Corp status and where that fits into the big picture of your brand’s purpose. 

Communicating your intentions, whether it was legitimizing your existing world-changing efforts or deepening your relationships with like-minded suppliers, employees, and stakeholders by having an internationally-recognized stamp of approval, helps to build trust by explaining why having a B Corp certification matters to you. 

Additionally, the more that consumers and other businesses understand the work and commitment it takes to receive and maintain certification, the more respect the certification will command.

An easy way to call attention to your B Corp story is to have a dedicated web page or section on your About page that speaks to your B Corp certification. Once you have a landing point for the story, you can share it with new audience members (e.g. new email subscribers), as well as link to it on your social media channels. Budget-permitting, it could also be a fitting piece of content for an awareness campaign.

Communicate Your Impact

Another important best practice in marketing your B Corp is communicating the difference your brand or organization is making in the world. 

Your audience, whether it is potential or existing customers, as well as other important stakeholders value knowing that putting their support behind a brand results in tangible outcomes. 

So, whether it’s making progress in achieving your UN Global Compact’s Sustainable Development Goals program (if applicable), the amount of waste diverted from a landfill or the number of trees planted as a result of doing business with you, using numbers to clearly communicate progress and impact makes it clear to your audience that your organization values making a difference. 

While it’s a big feat to receive B Corp certification, it’s important to stay accountable to your stakeholders and share impact information as content (e.g. with impact reports or infographics) on your website, blog posts, email newsletters, and/or social media channels. 

Demonstrate That You Walk Your Talk 

Companies tend to think their internal operations aren’t newsworthy, but we know the power that small actions adding up over time can have.

When it comes to creating content to deliver to those who’ve expressed an interest in you, there’s a good chance your community will find small wins just as impactful and meaningful as your big PR pushes.  

As a B Corp, it is particularly important to demonstrate via your marketing mix that you are living by your mission to not only achieve and maintain your B Corp status, but to show your stakeholders that you’re truly “walking your talk.”

Here are some tangible suggestions on how to market walking your talk:

  • Keep your audience up-to-date on mission-aligned events you attend, company functions, and staff education sessions, and use these to generate content, such as event takeaways.
  • Add authenticity into your content by featuring profiles of your employees on your website and on your social media channels.
  • Make sure your website content is accessible, such as using alt-text, considering readability and design, and more.
  • Announce certifications, third-party recognitions and partnerships, and process updates.
  • Be transparent about your supply chain. Working with certified diverse suppliers, like Sparx, boosts your B Corp score and ensures your procurement remains mission-aligned.

Conclusion

The more that consumers and other businesses know about what it takes to achieve and maintain B Corp status, the greater the value that certification will have. 

By investing time and energy in these three important marketing best practices, we’re confident that you can help set your B Corp up for success, and ultimately provide the world with a better way of doing business. 

Get in Touch

Want to use marketing to share your B Corp story? Whether you need extra hands, hearts or ideas on how to do so, we’d love for you to contact the experts at Sparx for a free consultation.