“Do you work in Sustainability?”

That was the question I was asked at a conference last week.

And honestly, how do I respond?
Whatever your job is, you work in sustainability now… right?

To elaborate: I work in marketing.
But I work with organisations that value sustainability.
As do I.

And that makes a big difference — because the way you apply marketing changes.

Behaviour change techniques and communication strategies become essential.

It’s not just about making a sale.
It’s about making change.

Because people who care about purpose don’t just want to work with anyone — they want to work in a way that aligns with their values.

And that shifts how marketing works.

During question time, people kept asking:

“Yes, but how do we actually start to shift people — to build momentum for change?”

It’s a great question.
And one I couldn’t help answering during the networking session afterward.

I was speaking with a woman leading an internal sustainability group. I told her:

It’s not about doing something great once.
It’s about consistently bringing people together — for conversation, in a regular cadence.

Do this often enough, with the right people leading, and you won’t be able to stop them from seeking change.
They’ll be chasing you for it.

You’ll even have to slow them down — remind them that some people need a little time to catch up.
They won’t like that.

They’re not waiting for change.

Perfect. Job done.

Rinse and repeat.

Ngā mihi,

Nikki

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P.S. Ready to launch a forward-thinking initiative that inspires action? I can help you design the strategy and execute compelling communications. Together, we can make change happen. Get in touch for an initial conversation.

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📌 This was Issue 16 of The Forward — our regular newsletter.

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