![[Redefine business models] Transforming marketing: From demographics to values](https://images.beamly.com/fetch/https%3A%2F%2Fd3t3ozftmdmh3i.cloudfront.net%2Fstaging%2Fpodcast_uploaded_episode%2F44464617%2F44464617-1761734646332-8b4c95d864a.jpg?w=365)
What if marketing could do more than just sell? What if it could drive real change?
Theme: Redefine business models
Topic: Marketing, branding & communications
Language: English
In this episode, Claudia Guerreiro, founder of the Conscious Marketing Movement, shares her journey from traditional advertising to a more compassionate and intentional approach that puts values first and supports climate action. We explore the Five C’s of Conscious Marketing, the impact of impulse buying, the power of small businesses, and how marketers can shape a conscious future, even in the age of AI.
You’ll learn:
How the Five C’s can help build trust and authenticity in marketing
Why small businesses play a vital role in driving conscious change
Ways marketers can align creativity with ethics to shape a regenerative future
Key Quotes:
“Marketing is really at the forefront of a lot of our world's current problems: overconsumption, the mental health crisis, and so much more.”
“Conscious Marketing is a long term strategy that cares for both people and the planet.”
“Marketing is perpetuating stereotypes because we are putting people in one box based on how they look, their nationality, their income status, and more.”
“Unless marketers have a seat at the table in climate action conversations, the world is not going to change.”
Guest Bio:
Claudia Guerreiro, Founder, Conscious Marketing Movement
Marketing is often seen as a necessary evil: a driver of consumption, pressure, and manipulation. But Claudia, a social entrepreneur, sees it differently. She believes marketing can be part of the solution and a key driver of systemic change.
She founded the Conscious Marketing Movement (CMM) to redefine the field—putting people and the planet first. Through community-building, education, and direct support for organizations applying conscious marketing in practice, her team champions a new marketing standard rooted in ethics, impact, and responsibility. Their work advances Sustainable Development Goal 12: Responsible consumption and production.
Website: https://conscious-marketing-movement.com/
Podcast: https://open.spotify.com/show/3sPq5XNkIyPy68CFe7HZpY?si=9f6a5fe3370641cd
Host Bio:
Karla Andrić, UNLESSS
Karla Andrić is the founder of Haiku Comms, where she combines integrated advertising strategy with ethics, transparency, and social impact. She advises brands on communicating with integrity and purpose. Karla also leads the Haiku Dialogues, pop-up events challenging greenwashing in marketing and communications. As an EU Climate Pact Ambassador, she promotes climate-positive action, and as a Climatebase Fellow, she continues to expand her expertise through a leading climate career accelerator.
Website: https://haiku-communications.com/