Sustainability, AI, and the changing face of marketing

The most talked about industry topics right now                                                                                                                                                                                                                                                           [Think with Google Logo] [ Think with Google Logo ] TRENDING | OCTOBER 2023 From sustainability to AI, the most talked about topics in the industry right now [Sustainable forests, energy-generating windmills, and electric cars come together in Google’s Sustainability Marketing Playbook.](=/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) [ Sustainable forests, energy-generating windmills, and electric cars come together in Google’s Sustainability Marketing Playbook. ] [[ Marketing is a climate job. Really. “Every job must be a climate job, and marketing is no exception,” says Ted Otte, senior manager at Drawdown Labs. To that end, Google’s own marketing teams have been exploring ways to make their work more sustainable. They tapped Otte and other experts at Drawdown Labs who specialize in scaling private sector climate solutions. From that partnership, [a framework](=/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) was born. They’re now open-sourcing in hopes of accelerating change and the sharing of best practices across the industry. Here are some tips from [the playbook](=/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) that can help your brand become more sustainable: - Encourage more sustainable choices for production, like reducing air travel. - Feature emerging eco-conscious behaviors in your imagery, like eating plant-based foods or driving electric vehicles. Those creative choices can help shape culture. - Focus marketing stories on genuine user needs rather than creating narratives that could encourage excessive consumption or waste. - Fully examine the impact of the trafficking, posting, and even audience consumption of ads across multiple channels and platforms when creating your media plans. Media channel mix and weightings can have a significant impact on a brand’s carbon footprint. It’s up to all of us to continue to share our approaches, to learn from one another, and to collaborate across the marketing ecosystem to advance sustainable practices in advertising and beyond. Overheard at Advertising Week New York Last week, thousands of marketers gathered to dig into content themes that span the industry and to learn how to take their businesses to the next level. “What AI has brought to me as a digital marketer is, I get to practice the art of marketing instead of just the science.” — Jaclyn “Jacs” Wyatt, Head of Digital Marketing & Social, Samsung Electronics “Building a brand is an art. Scaling it, however, is a science. … AI definitely can’t replace your creativity. But it can multiply your creativity.” — Sean Downey, President, Americas & Global Partners, Google “AI has the potential to make the difficult things simple, so we can spend more time elevating our creativity, and our marketers can spend more time doing what they do best.” — Meghan Johnson, Head of Consumer Experience & Media, Mondelēz International Deeper Dives [A marketer’s YouTube video ad plays on a mobile device.](/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) [ A marketer’s YouTube video ad plays on a mobile device. ] [[ [To boost brand sustainability stories, marketers multiply reach with AI](/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) [A silhouette of profile icons and dialogue boxes in a chat appears over a playing video ad.](/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) [ A silhouette of profile icons and dialogue boxes in a chat appears over a playing video ad. ] [[ [How AI helps video marketers move at the speed of culture](=/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) [Geometric shapes accompany approval (a checkmark) and rejection (an “X”) icons.](/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) [ Geometric shapes accompany approval (a checkmark) and rejection (an “X”) icons. ] [[ [What AI can and can’t do — and what that means for marketers](/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) In honor of National Disability Employment Awareness Month “Disability inclusion is a mindset, not a box to check. It requires a sustained commitment, a constantly evolving work process, and ongoing learning for each and every one of us.” — Selma Blair, Actor, Author & Advocate [Source](/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=): Think with Google, July 2022. Recently published How Smartwool embraces relevance for authentic customer connections [Arrow cta link](/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) [ Arrow cta link ] [[ Holiday Shopping Insights [Arrow cta link]() [ Arrow cta link ] [[ Your biggest AI marketing questions answered by Google experts [Arrow cta link](/MTcyLUdPUC04MTEAAAGPC320IxOVHw4jf1EszOLkRux8ZHHHtgODJ210lBFgyQ1be9IdBN8_Z2-rR3Jxg0BUC8TzjUA=) [ Arrow cta link ] [[ Received this email from a friend? [Sign up here]() Discover more content on [ThinkWithGoogle.com](). This email was sent to {EMAIL} because you signed up for the latest from Think with Google. 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