In this episode, Giff sits down with Georgia-Rae Taylor, founder of sustainability consultancy Common Ground, to explore how impact and imagination can work together to create real change inside brands.

Georgia-Rae shares her journey from growing up in rural New Zealand to building a strategic sustainability and communications agency that turns sustainability from a siloed function into a creative, commercial and cultural force.

She lifts the lid on what really happens between sustainability and marketing teams, why greenwashing is more nuanced than simple lying, and how brands can communicate credibly without losing their personality.

Key topics covered:

• Georgia-Rae’s path into sustainability and founding Common Ground
  
  
• How growing up in New Zealand shaped her view of people, place and community
  
  
• The gap between sustainability teams and brand or marketing
  
  
• Greenwashing as a consumer protection problem
  
  
• Common pitfalls in sustainability communications and how to avoid them
  
  
• The role of AI in amplifying greenwashing
  
  
• Why sustainability must move out of the silo and into a shared brand language

Looking for fresh ways to make your sustainability message stand out?

Download Blast’s free guide, 5 Ways to Unearth Big Ideas for Successful Sustainability Campaigns, at bright-ideas.blast.co.uk — it’s full of practical ways to develop ideas that are original, on-brand, and effective.

If you’re ready to take the next step, book a call with our team to discuss your project: https://calendly.com/blastdesignlondon/intro-video-call-clone.