Event description

Leeds Beckett University’s Business School are joined by Gemma Butler from the Chartered Institute of Marketing (CIM) who will discuss how marketing has a significant role to play when it comes to promoting and driving sustainability, whilst also needing to recognise that it is also part of the problem.

In this talk, Butler addresses how working towards a more sustainable future requires every part of the stakeholder chain to come together, and it is now more important than ever for brands to communicate their responsible and sustainable practices.

Butler will also cover how sustainability is taking marketing back to its core purpose around strategy, brand and communication and there is now an opportunity for marketing to change both the conversation and behaviours, internally and externally.

Speaker biography

Gemma Butler is marketing director at the Chartered Institute of Marketing (CIM). The professional body for marketing which supports, represents and develops the marketing profession, from all those who work in it and those who aspire to.

Gemma believes that marketing has a significant role to play in the biggest challenge we face today, the environment, and recently co-authored ‘Sustainable Marketing – How to Drive Profits with Purpose’.

To keep the conversation going, she and her co-author created a podcast series, called ‘Can Marketing Save the Planet?’ which looks at solutions and the critical role of marketing.

Series description

Leeds Business School guest lectures have been a key feature of the regional business calendar for over 20 years. 

Industry experts, leading business figures and entrepreneurs are invited to speak across a range of subjects including business and management, leadership, marketing, PR, economics, finance, accounting, and human resource management.    

Open to business, professionals, students, alumni and Leeds Beckett University colleagues, the lectures are currently being held online.