This week we meet Jo Kenrick, Marketing Director, Homebase and ahead of her appearance at Building Brand Purpose with Partnerships on 16 October.
What kind of opportunities can sustainable marketing create?
Sustainability is a huge opportunity for innovation inside organisations, and can open up entirely new ways of thinking. The InterfaceFlor business model is a perfect example.
What’s the most ’sustainable’ thing you’ve ever done?
I live in an old house with oil-fired central heating, which tells us how much oil is left in our tank. Seeing the oil get used day-by-day has had a huge impact on how we live. Anything that takes invisible usage and makes it visible is a powerful driver of behaviour.
Do consumers really care?
Mostly yes they do. The challenge is to give them sustainable choices which are easy to understand and not too difficult to do. The P&G ‘Turn to 30’ campaign was a great example of how to get it right.
If you could edit your past, what would you change?
I wouldn’t have had the 14-inch tattoo of Gandalf from Lord of the Rings on my back…just kidding!
What’s your worst habit?
Staying up too late.
Who would you invite to your dream dinner party?
Nelson Mandela, Stephen Fry, Kirsten Scott Thomas, Jodie Foster and Philip Seymour Hoffman.
What keeps you awake at night?
A stiff back from too much gardening.
Tell us a secret.
I love science fiction and fantasy books.