Thursdays Can Marketing Save the Planet?

Episode 16: Systems Thinking and Interconnectedness with Dr Alex Mifsud, Consultant, Senior Lecturer, Education for Sustainable Development

from Can Marketing Save the Planet? | Published 9/20/2021

“Get out of your comfort zone - educate yourself to raise your head above the parapet and understand the wider issues and the interconnectedness - because once you see things … you can’t unsee them”. Dr Alex Mifsud I met Dr Alex Mifsud whilst on a Sustainable and Inclusive Leadership course at Nottingham Trent University. Her insights and knowledge further inspired my already ignited awareness, to want to learn more. So it was a total privilege to have Alex guest on the podcast. She brings her wisdom, insights and years of experience, not only in academia, but on the front line, with businesses - educating, inspiring and driving change. In this episode Alex raises a number of important questions - one being whether we’ve lost our moral compass! We also discuss the significance of short-term thinking - and our need for immediate gratification and how ‘convenience’ is hampering progress when it comes to understanding the urgency around our actions in driving more sustainable behaviour, leading to short-term fire-fighting rather than long-term solutions. We speak of ‘hope’ - and the fact that there is significant opportunity to change behaviour and the role marketing plays. We touch on the impact of immediate behaviour change, as witnessed during the Covid-19 epidemic. We look at the practicalities and challenges facing organisations - and Alex shares the case for 'systems thinking’ and ‘interconnectedness’ rather than a linear approach. Accountability is raised a number of times. It’s one thing for organisations, governments and countries to make pledges and have great intention but pledges and targets are not plans - and that’s a critical difference. Alex is passionate about the change that needs to happen… you’ll hear this and no doubt, like us come away from this episode inspired with a mind full of thought-provoking questions. For more information about Dr Alex Mifsud and any comments, questions, ideas, suggestions related to the podcast, get in touch. Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

Om Podcasten

Can Marketing Save the Planet? It’s a big question, and one our podcast sets out to explore with marketers, senior leaders, CMOs and sustainability consultants and experts. Our purpose is to drive education, share best practice, inspire and empower listeners to ask questions and importantly… start taking action. Sitting at the heart of brand, communications, stakeholders and product development, marketers have a significant role to play when it comes to promoting and driving sustainability. As marketers and business leaders developing and marketing products and services, we need to recognise that we’re part of the problem. In an age of growing authenticity and consumer demands for more transparency, it is more important than ever for brands to communicate their responsible and sustainable practices, to stand up for causes they’re passionate about and importantly, follow through on the promises they may. In our view, there’s no one better placed to effect change, align with and influence customers and drive hope for a better, more sustainable future, than an 'educated and aware', responsible marketer.