Responsible Marketing; Sustainability; Eco-friendly business practices. Whatever you call it, companies are increasingly exploring how to “do better.” And on this episode, we explore how businesses can embed Responsibility directly into their marketing strategies. Chad Hickey, CEO of Givsly; and Lauren Burke of Ljs Advisory, share their experience in integrating these practices into B2B events and campaigns. Reducing unnecessary tradeshow swag; creating thoughtful event activations; and showcasing company values in advertising and outreach. There are many ways that Responsible Marketing can be embedded in the strategy. We also discuss the motivation for companies to adopt this approach - to reflect their internal values; appeal to an increasingly tuned-in customer base (we’re looking at you, Gen Z); or respond to their employees’ expectations. And provide some guideposts for marketers and business owners who are looking to get started. Key Takeaways:  Responsible Marketing is a valuable part of building brand reputation Any initiative should be an integral part of your marketing strategy A senior marketer has to be the internal champion for this to succeed Take time to educate the Sales team on the benefits to the sales process KPIs should ideally align with existing metrics, to ensure buy-in across the company  Resources: Connect with Lauren here Connect with Chad here