Why BCorp is a race to the top! James Perry, Co-chairman Cook, Co-Founder BLab

Join us as we talk to James Perry from Cook about the B Corp movement. And, unlike the race to the bottom, which is synonymous with sustainability, why B Corp is a race to the top. James explains how he became involved and why he helped launch it in the UK. We also take a look at where marketing and sustainability overlap and discuss why the role of business needs to change. (And we even uncover that James started out his career as a marketer).

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.