Copyright scotsman
I’ve attended more marketing events than I can count, but there was something different about this year’s CIM Scotland Conference in Glasgow. Maybe it was the energy in the room, the urgency in the conversations, or the clarity of the message that emerged throughout the day: responsible marketing isn’t a trend, it’s a strategic imperative. As CIM Scotland’s Events Ambassador, I spend a lot of time behind the scenes, planning, coordinating, and making sure everything runs smoothly. But on the day of the conference, I made a point to step out from the logistics and really listen. What I heard was a powerful call to action for marketers across Scotland. A Room Full of Purpose From the moment delegates arrived at the Social Hub, there was a buzz. Not just the usual networking hum, but a sense that we were all there to tackle something bigger than brand awareness or campaign metrics. We were there to ask: What does it mean to market responsibly in 2025? The answer, as it turned out, is complex yet deeply practical. Climate Messaging with Meaning Our first speaker, Sam Gardner, Head of Climate Change & Sustainability at ScottishPower, didn’t mince words. Climate change is no longer a distant threat; it’s a present reality. But what struck me most was his emphasis on language. Sam reminded us that how we talk about climate action matters just as much as what we do. He shared that 83 per cebnt of professionals want to take more climate action through their work, but many feel unsure how to communicate it. His advice? Be honest, be hopeful, and don’t shy away from the complexity. That really resonated with me. As marketers, we’re storytellers, and the climate story needs us more than ever. Brands That Walk the Talk Later in the afternoon, Caroline Bates, founder of Citizen Good, introduced the idea of the “citizen brand”. I’ll admit, I hadn’t heard that term before, but I won’t forget it now. Caroline’s examples were brilliant. IKEA selling spare parts to support circularity. REI closing on Black Friday to encourage outdoor time. Corona turning beach litter into a protest installation. These weren’t just clever campaigns; they were operational decisions rooted in values. It made me think about how often we separate marketing from the rest of the business. Caroline’s message was clear: responsible marketing starts with responsible operations. Community Over Campaigns One of my favourite moments came during Alice Brady’s session. She’s the Chief Strategy Officer at Responsible Marketing Advisory, and she spoke about how attention is shifting, not disappearing, just moving into new spaces. Her phrase, “Modern marketing needs lots of littles” has stuck with me. It’s about building trust through small, consistent interactions, not just big splashy campaigns. As someone who plans events, I see this play out all the time. The most meaningful connections happen in the quiet moments, not the keynote speeches. The Courage to Take a Stand If there was one speaker who shook the room, it was Barrington Reeves, founder of Too Gallus. His session on brand activism was bold, unapologetic, and deeply relevant. Barrington challenged us to stop sitting on the fence. In his words, “There has never been a more important time to have a voice.” He’s right. Consumers are paying attention, not just to what we say, but to what we stand for. And silence, in today’s climate, can speak volumes. I left his session thinking about the brands I admire most. They’re not always perfect, but they’re clear about their values. That clarity builds loyalty, and loyalty builds resilience. Fashioning a More Ethical Future We closed the day with Dr Elaine Ritch from Glasgow Caledonian University, who used the fashion industry to explore the ethics of marketing. Her insights were sobering, especially the imbalance between production costs and marketing spend in fast fashion. But Elaine also offered hope. She shared examples of brands owning their mistakes and partnering with activists to drive change. It reminded me that authenticity isn’t about being flawless; it’s about being accountable. What I Took Away As I stood at the back of the room during the final panel, watching people scribble notes and nod along, I felt proud, not just of the event, but of the community we’re building. Responsible marketing isn’t a buzzword. It’s a shift in mindset. It’s about aligning what we say with what we do, and recognising that our work has real-world impact. For Scottish businesses, this is an opportunity. We have the creativity, the values, and the community spirit to lead the way. But leadership requires action. It means investing in skills, rethinking metrics, and embedding responsibility into every stage of the marketing process. At CIM Scotland, we’re here to support that journey. And as someone who has seen it unfold firsthand, I can tell you it’s not just inspiring. It’s essential. Ashley Jackson, Events Ambassador, CIM Scotland
