1: Introduction to Conscience Marketing

What is Conscience Marketing and how can you apply it to your own organisation? How are public, private and third sector organisations thinking differently about their role in creating a more ethical and sustainable society? We'll review how marketing and communications strategy is shifting in its approach, before introducing the 5Cs of Conscience Marketing and explaining how it fits into today's business and organisational landscape. • Introducing the 5 Cs of Conscience Marketing and understanding how Customers, Climate, Colleagues, Community and Credentials all intersect. • Why we need to change our approach to marketing. • Taking a strategic approach to Conscience Marketing.

2: Engaging your CUSTOMERS

Marketing and communications have traditionally been about persuading consumers to want and buy more or to change their behaviours and habits. But the landscape is changing when it comes to what customers want from your products and services. In this section, we’ll investigate key shifts and trends in consumer behaviour and review successful conscience-led brands, before assessing key actions you can take. • Who are your customers and how are they changing? • The rise of the 'conscious consumer'. • Case studies: The brands that have adapted and those that have been left behind. • Actions to implement.

3: Caring for the CLIMATE

How sustainable are your current operations and what are you doing to offset your environmental impact? How are you communicating your goals and achievements to your various audiences, including customers, colleagues, supporters and investors? We’ll explore why climate change is bad for business and what businesses are doing to address the issue. • Why climate change is bad for business. • Objections to - and benefits of - going green. • Opportunities to be eco-friendly in the workplace. • Offsetting environmental impact. • New environmental legislation. • Simple strategies for communicating sustainability in the workplace and promoting your green ethics.

4: Empowering your COLLEAGUES

Although Conscience Marketing strengthens customer loyalty and attracts new business or interest, its influence will be deeply felt within your own organisation. Today's workforce, particularly younger professionals, gravitate towards organisations that mirror their personal values. Aligning your brand with ethical principles not only attracts clients, supporters and investors, but also creates a work atmosphere where employees are enthused to champion your cause. • The vital role of employees in Conscience Marketing, from executive leadership to every department member. • Empowering employee-led ethical endeavours plus recognising and rewarding achievement. • Keeping your colleagues aligned with your brand’s ethical objectives. • What more can businesses do strategically?

5: Enhancing your COMMUNITY

Conscience Marketing is more than just promoting a product or service. It's about genuinely understanding, valuing, and interacting with the communities you wish to serve. By recognising the importance of community, understanding its influence on consumer behaviour, drawing inspiration from successful case studies, and taking actionable steps, you can clearly explain what you're doing to drive meaningful change. • Why we feel the need to belong. • Different types of communities and how they shape consumer behaviour. • Ways to engage with the community. • How your organisation can benefit from community engagement. • Promoting community involvement.

6: The power of CREDENTIALS

Are you leveraging the right codes and standards to bolster your organisation's commitment to sustainability, ESG, and CSR? How does your ethical footprint compare with others in your sector? Dive deep into the essential realm of credentials. Explore how awards, accreditations, accolades, and strategic associations amplify your story and highlight your achievements. • Why credentials are important amid the growing demand for verifiable authenticity and ongoing compliance. • The 4As anatomy of your credentials: Awards, Accreditations, Accolades and Associations. • Measuring social impact. • What's your pledge? Craft your statement and have a clear vision of the change you would like to drive.

Sustainable Marketing Training Courses

Masterclass overview

Across every sector, organisations are taking steps to reduce their environmental impact, support communities and operate more responsibly. Yet many marketing and communications teams hesitate to talk about it – unsure what's safe to say, worried about greenwashing, or overwhelmed by complex frameworks and reporting requirements.

This online Conscience Marketing course is designed for marketers and communicators who want to tell their sustainability story clearly and with confidence in a way that audiences understand and trust.

Led by the founder of Conscience Marketing, Karen Ainley, this course features expert interviews, practical examples and the 5Cs of Conscience Marketing framework, focusing on what organisations are doing for Customers, Climate, Communities and Colleagues, supported by Credentials. You'll learn how to communicate progress and embed sustainability into everyday marketing in a way that supports your organisation's values and goals.

This course is ideal for:

Marketing and communications professionals
In-house teams and agencies
Organisations already taking steps on sustainability

You'll learn how to:

Communicate sustainability clearly without oversimplifying or overclaiming
Understand the terminology and frameworks behind sustainability claims
Avoid common greenwashing pitfalls
Translate policies, data and accreditations into human stories
Move beyond static impact reports

Programme

1. Why marketing needs to change

Introducing Conscience Marketing Why sustainability is now a communications issue, not just an operational one
What exactly do we mean by sustainability? How sustainability is about balance, not buzzwords.
Why the climate crisis matters for business How a warming planet impacts not only nature but business, too.
The rise of the conscious consumer How consumer expectations have shifted and what good sustainability communication looks like in practice.

2. Understanding the sustainability landscape

Decoding sustainability terminology Understanding the key terms marketers encounter – from carbon footprints and net zero to Scope 1, 2 and 3
Frameworks, standards and the reporting landscape Sustainability frameworks and standards – and why marketers need to understand them.
The carbon footprint of marketing How marketing activities contribute to emissions and environmental impact.
Greenwashing legislation and the Green Claims Code How to communicate environmental progress without misleading audiences.

3. Communicating sustainability – the right way

Speak like a human How to explain climate and sustainability in ways audiences understand.
Communicating carbon reduction clearly How to explain carbon reduction and climate action without jargon.
Sustainability storytelling in practice How organisations communicate sustainability through stories, comparisons, values and campaigns.
Moving beyond the impact report How sustainability shows up in everyday marketing and communications

4. Creating your Conscience Marketing plan of action

Analysis: Benchmarking where you are now Taking stock of your organisation's sustainability activity and communications.
Aims: Setting your communication objectives What you want sustainability communications to achieve.
Actions: Creating your 5Cs Conscience Marketing plan Deciding what you'll communicate and how under the 5Cs.
Assessment: Measuring progress and looking ahead How to track results, demonstrate credibility and build a sustainability narrative over time

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Karen Ainley

Founder & CEO

About your trainer

Karen Ainley BA (Hons), MSc

Your course will be delivered by the founder of Conscience Marketing and CEO of Mosaic, Karen Ainley, who has been teaching individuals and organisations about best practice in marketing and communications for more than 25 years.

She is a former journalist by profession, working for BBC radio and television and in newspapers, and has a 1st class Masters Degree in Digital Marketing Strategy.

She also delivered Chartered Institute of Marketing (CIM) Digital Marketing Strategy training courses for many years, on behalf of the Academy for Marketing.

She has been running Mosaic - The Conscience Marketing Agency, a PR and digital marketing agency in Essex, with its sister company Mosaic Media and Marketing Training, since 2000 and has over 25 years' experience of managing marketing and communications campaigns.

What our training offers

Interactive tuition delivered by a highly experienced trainer

Strategic and ethical approach to marketing

Fascinating Conscience Marketing case studies

Downloadable checklists and resources

Video commentary from relevant experts

Support for environmental projects

Certificate of completion for each course

Benefits

By joining the Conscience Marketing movement, you will gain access to our:

Forum

A place to ask questions and share Conscience Marketing ideas.

Webinars

Regular webinars to explore Conscience Marketing in more detail.

Discounts

A special discounted rate to our annual Conscience Marketing conference.

Resources

Downloadable checklists and resources to help support you in your marketing.

Testimonial

"Conscience Marketing is a brilliant concept for any business that wants to make a difference to their communities and the planet, while driving their organisation’s growth strategies. I loved every minute of the Conscience Marketing course. Promoting an organisation’s values and social conscience to customers, colleagues and communities has never been more important, but it is essential to make the correct choices. This innovative course is packed with practical advice which could transform your business’s reputation for the better. "
Irene Kettle, Communications consultant