What if marketing isn’t broken but has been pointed in the wrong direction?

In this episode, Daiva Dominyka is joined by Kian Bakhtiari, author of Marketing for Social Change, TEDx speaker, and founder of The People, for a powerful conversation about transforming marketing from the inside out.

From challenging the systems that resist change to harnessing the power of human imagination, Kian shares why real change starts with people, not just strategy.

Together, they unpack how personal development is deeply tied to social transformation, why Gen Z must have a seat at the table, and how businesses can move from extractive to inclusive models by flipping traditional hierarchies.

They also explore the tough ethical questions, like whether we should work with big polluters, and what it really means to be part of building a better future within an imperfect system.

Whether you’re a marketer, creative, strategist, or founder asking, “Where do I begin?”, this episode is your invitation to reflect, reimagine, and start small, with purpose.

🎧 Tune in to discover how hope, creativity, and community can drive lasting change in the marketing world.

• “All of us, we are born creative, imaginative. If you look at kids, they've got these amazing imaginations where they question everything.”

• “Unless we can imagine a future that is different to the current reality, everything else is almost not important.”

• “Diverse perspectives, diverse experiences, diverse voices leads to greater innovation, better outcomes, whether you look at that in the business world or for society.”

• “Hope and belief in a better future, for me, is both a responsibility but also a radical act of activism.”

• “Take some time to reflect on your personal mission. What are you dedicating your life towards? Because that becomes the compass through which you make decisions.”

Episode Breakdown:

00:58 — Kian’s journey: From skepticism to advocating social change through marketing

08:10 — Why personal growth fuels social transformation in marketing

13:05 — Giving Gen Z a seat at the table: The future of inclusive marketing

20:15 — Can marketers work with polluters? Navigating ethical challenges

27:00 — Designing marketing that centers people, not profits

30:45 — How hope, creativity, and community can reshape marketing’s role in a sustainable future

What if marketing changes from putting profits at the forefront to putting people and the planet first?

In this episode, Daiva Dominyka is joined by Megan Thudium, founder of Content for Good & Co., for an inspiring and honest conversation about reshaping marketing.

From walking away from B2B tech work in search of meaning to building a purpose-led agency, Megan shares her personal journey into eco-marketing and the mindset shifts that followed.

Together, they explore what is effective climate communication, how to balance urgent truth-telling with informed hope, and why we need to redefine what activism means in the marketing world.

They also dive into how small, intentional choices within your role can create real impact, and why community, creativity, and courage are essential to transforming the industry from the inside out.

Whether you're a marketer, strategist, or creative asking, “Is there a better way to do this?”, this episode offers a grounded, practical, and deeply motivating perspective.

🎧 Tune in to learn how to align your work with your values — without sacrificing effectiveness, creativity, or purpose.

• "Informed optimism is based on scientific understanding and realistic outcomes. So, for example, you’re optimistic about the type of future we can build if we reach all these sustainability goals… but that’s based on strategies that are already working.”

• “Marketing can be so much more. We can push so many higher limits. And we can create a movement, we can create vision, we can encourage people to build this better world that has so much potential there.”

• “So how can we change the idea of activism and in the sense of activating people to take action? And what does that look like? And that's where I think sustainable marketing and messaging is really important here is moving this narrative away from sustainability has to be perfect. Sustainability is only for the elite. It's luxurious. Sustainability is, you gotta do it because the world is falling apart, and it's your responsibility. And more towards a form of optimism, hope-based communication where this is the world we're building together.”

• “I would love to reconnect to that passion again for what makes marketers and creatives love what they do. Because that essence is really what we need in conscious sustainable marketing to drive that movement forward. At the end of the day, belonging, connection, empathy, and impact are all the beautiful sides of humanity.”

• “I think I don't have all the right answers, but I do think one important piece is this act of rebellion and activism of engaging and building out communities on the things that matter most to us and then using it as an amplifying effect.”

Episode Breakdown:

00:58: Megan Thudium’s path to eco-friendly marketing

08:01: Crafting climate messages that resonate

12:32: Finding the sweet spot when truth meets hope in climate talk

19:49: Driving change through marketing

26:50: Creating community to power climate action

29:41: Rethinking marketing and how to design for a sustainable future

How can we reduce our email marketing carbon footprint and get results?

In this episode, Daiva Dominyka is joined by James Gill, co-founder of EcoSend, for a deep and honest conversation about building a sustainable email marketing software rooted in transparency, trust, and climate responsibility.

From launching the world’s first climate-conscious email marketing platform to championing a “send fewer but better” philosophy, James Gill shares the mindset shifts and lessons behind building a business that supports both marketers and the planet.

We unpack why vanity metrics are holding businesses back, how segmentation and automation can be forces for good, and why trust is impossible without transparency, especially when sustainability is part of your brand promise.

Whether you're a marketer, founder, or creative trying to make more conscious choices, this episode is filled with practical advice and a reminder that you’re not alone in striving for better.

Tune in to learn how to align your marketing with your values without sacrificing performance or purpose. 🎧 

Inspiring Quotes by James Gill:

• “No one has it all figured out. This whole path of trying to become a more sustainable or even regenerative business. It’s messy. But what matters is that we own our mistakes, correct them, and share those learnings. That’s how we move forward.”
• "The time of individuality, I think, is done. We’re at the point in the climate crisis where, if we keep playing this big ego game — like ‘look how amazing I am’ — it’s just not going to go anywhere. The world needs collaboration, not competition for who’s the most sustainable.”
• “I really believe in the ‘less but better’ approach when it comes to email marketing. We don’t want to be the email police telling people what they can and can’t do, but we do think that so many brands are sending emails that just don’t need to exist. If we can help reduce that, that’s a good thing — for the planet, and for people’s inboxes.” 
• “It still shocks me that in 2025, people are doing email the same way they did in 1995. Segmentation, automation — these things shouldn’t be scary. But for many marketers, they still are. Part of our mission with EcoSend is just making these ideas more accessible, less intimidating.”
• “Before we even think about email campaigns, we always ask: what’s the goal? Why are we doing this? Too often, people send emails because it’s what they’ve always done, or because someone told them to. But if there’s no purpose, you’re just adding noise.”

Episode Breakdown:

01:01 The birth of Ecosend and its mission

03:01 Understanding email waste and its impact

07:11 The connection between digital actions and environmental impact

11:49 Ecosend’s approach to offsetting carbon footprint

13:02 The importance of transparency and trust in sustainability 

19:12 Ethical email marketing: less is more

27:56 Balancing marketing ethics with consumption

29:29 Building community through conscious marketing

Ever wondered how to make your creative work more environmentally responsible? 

In a special in-person recording from a London studio, Daiva Dominyka is joined by Suzie Mills, Clean Creatives ambassador and CEO, Co-founder, & Director of Oxygen Communications, about her journey from corporate advertising to building a mission-driven agency. 

Discover the key differences in work culture that fueled her creativity and morale, and learn about the crucial mission of Clean Creatives in challenging the advertising industry's ties to fossil fuels.

Join us to explore the ethical dilemmas faced by creatives working with polluting industries and provide actionable steps you can take to align your career with brands that prioritize environmental impact. 

Tune in for insights on creating a supportive work environment and making a tangible difference through your creative skills.

Inspiring Quotes:

• “I’d go into these rooms of like 20 men with one client, and you had to sometimes literally shout to be heard. It was a really toxic environment.” 

• “That desire to want to do good because you're being respected or that you've got the freedom to come up with ideas and no one's gonna say, well that's a stupid idea. Yeah, why not give it a try and see if it works or not? You know, that just gives you such a sense of purpose.”

• “Like I say, I think there's so much sort of greenwashing that has gone on as well. Back in the seventies, these ad agencies knew what they were doing and they knew what the harm was..”

  
  

Episode Breakdown:

01:30 Suzy Mills’ journey from corporate to mission-driven agency

04:21 Navigating gender dynamics in advertising

09:10 Transitioning to Oxford HR and its impact

13:50 Joining Clean Creatives: Mission and values

17:02 Debating on working with fossil fuel companies

19:22 Exploring the role of creatives in climate action

21:22 Building community and collaboration in marketing 

25:12 Reflecting on personal motivation and future aspirations

What is Sustainable Marketing — and what is it not?

Amidst growing environmental regulations and public concern demand, we are witnessing the rise of sustainable marketing practices. Yet, sustainable marketing goes far beyond simply communicating a company’s sustainability goals; it calls for a fundamental shift in the entire marketing industry.

In this episode, Daiva Dominyka is joined by Alexis Eyre, a Sustainable Marketing expert and co-author of the book "Sustainable Marketing Compass". Alexis explains the framework - a strategic foundation for embedding sustainability at the heart of marketing.

Join us as we learn how marketers can change the industry for good by shifting away from a solely commercial focus and driving performance across commercial, environmental, and societal targets.

This one is full of teachings, so make sure you have a pen and paper and a focused space to listen. 

Inspiring Quotes:

• "Marketing has just got it so wrong... But marketing's huge behaviour-changing capability and ability to be some of the most effective communicators in the world got us into this mess, but can also absolutely get us out of this mess."

• "Redefine what success looks like for marketing... Moving away from a commercial focus and really focusing on how to drive performance across commercial, environmental, and societal targets."

• "There’s none of us and them. It’s about collaboration and partnership to drive change."

• "Every single time just one person suddenly twigging the change required, especially influential people who start to use their voice—that for me is huge."

• "We need to move marketing away from treating people as numbers and data to seeing them as citizens with a duty of care."

• "The more people that join the movement, especially those with massive influence, the faster this industry will change."

  
  

Episode Breakdown:

01:04 Get clarity on what sustainable marketing is and what it’s not

07:12 Get to know Alexis Eyre's journey to sustainability

12:02 Take a moment to study the Sustainable Marketing Compass framework

23:19 Learn how you can implement the framework in your marketing

28:03 Hear about available resources to learn more about the sustainable marketing compass framework.

Black Friday is typically associated with a shopping frenzy and massive discounts... but could it be more than that?

Could this day be a chance for brand activism? Could it give us the opportunity to show what ethical and impactful marketing campaigns can truly look like?

In this special episode, Claudia Guerreiro joined Daiva Dominyka to talk about recent trends and events, focusing on the ethical issues of Black Friday. They discuss how the culture of heavy discounts goes against the values of conscious marketing and how it harms the reputation of brands that care about sustainability.

Most importantly, they introduce the 'G.R.E.E.N. Framework,' a practical guide to help brands and marketers connect with customers in a more responsible and value-driven way, emphasising education and ethics over discounts.

Join us as we explore how brands can navigate Black Friday with integrity and purpose!

Inspiring Quotes:

• “Heavy discounts damage brand reputation. What are your existing customers going to think when they see your product or service suddenly 50% off after they bought it full price? Does that feel right?.” — Claudia Guerreiro

• “We are all consumers, which is a questionable term... it is businesses' responsibility when it comes to Black Friday. You can't really put all the guilt on the consumer and say, 'This is your fault’.” — Daiva Dominyka

• “When sustainability brands join Black Friday, even with good intentions, aren’t we contributing to the same mass consumption problem we are trying to solve?” — Claudia Guerreiro

• “Pricing and money are just a mirror to what our society is about at the moment—it’s overly focused on monetary values instead of shared, lasting ones.” — Daiva Dominyka

• “It's a call to action for small businesses to think: is there a way my sustainable brand can provide accessible prices all year round instead of waiting for this moment in time?” — Claudia Guerreiro

Episode Breakdown:

How can a designer discover their role in driving climate action?

In this third episode, Akhila Kosaraju, co-founder of What If Design, joins Conscious Marketing Movement Podcast host Daiva Dominyka to explore her journey from architecture to leading impactful climate tech campaigns and why she believes a human-centred approach to design is essential for climate action.

Inspiring Quotes:

• “We want everything to be convenient. We want the world to be oriented towards humans despite many different species... But I think the thesis that I have is that it can also be a part of the solution.” — Akhila Kosaraju

• “Sustainable design needs to have longevity, whether that's due to the kind of resources it uses or the kind of people it serves. It has to be something that people really want to use, and that can exist over time.” — Akhila Kosaraju

• “Market research is one of those steps that I think a lot of entrepreneurs want to kind of skip and just make things happen. But it's so necessary because we also talk about not creating fake needs but serving what the existing needs are.” — Daiva Dominyka

• “It's not only the biggest challenge of our lifetime, but it's also the biggest opportunity... We need to reimagine everything, which means that there are many opportunities to innovate sustainably.” — Akhila Kosaraju

• “It's really important for us to take a step back, come back to our human nature, to go back into nature and keep connection, keep being with one another and helping each other out.” — Daiva Dominyka

Episode Breakdown:

• 00:00 — Discover Akhila’s journey from studying architecture to founding her sustainable design agency

• 06:08 — Learn why market research is important in the climate tech industry

• 12:02 — Understand what sustainable design is and why it matters

• 17:04 — Discover real-life examples of using a human-centred approach in climate work

• 20:51 — Get practical tips and advice for designers who want to work in climate projects

P.S. Watch the episode on the Spotify app to catch the video too!

P.P.S. Want to know more about the Conscious Mind Summit? Visit conscious-mind-summit.com for all the details.

Do you think brands are becoming the main climate educators? If so, what does it mean for us, as marketers?

In this second episode, Meg Kendall and Amelia Zimmerman, founders of The Climate Hub, join Conscious Marketing Movement podcast host Daiva Dominyka to explore the world of climate tech marketing. They share their journey of coming together to amplify their impact and discuss how brands can play a vital role in educating responsibly within the climate marketing space.

Inspiring Quotes:

• “I always wanted to be involved in sustainability and climate… But really the moment that I actually was able to switch over to focusing on climate… was after I had my daughter, because I was working a job that I hated, and then I had my daughter, and I was like, uninspiring for a kid to like see her mom working a job that she hates.” — Meg Kendall

• “We were both freelancing in the climate space as writers... Then towards the end of last year, we decided let's do a report on the current state of climate tech marketing, because we both work across so many clients. We have so many insights. Let's come together and produce this." — Amelia Zimmerman

• “We take these mental shortcuts. And one of those things is seeing like a green package or something that says eco-friendly, and we just have to assume it’s good... So we take a shortcut, our brain goes click, and we run with it and buy it and think we did a good thing. But really it’s so much more complicated than that.” — Meg Kendall

• “A lot of big companies, household names that are doing a lot of great things in the climate space... they won’t talk about it because they’re so worried that these actions will be perceived poorly. That’s sort of the flip side of greenwashing that a lot of people refer to as green hushing.” — Amelia Zimmerman

• “I came across some statistics about where people are getting their climate education from. It says that 48 to 50% of Gen Z’s get their education from social media. And it’s quite sad to think that we live in a world where brands have become the main storytellers. What does that say about us as a society?” — Daiva Dominyka

  
  

Episode Breakdown:

• 00:00 — Discover their journey to climate tech marketing

• 03:42 — Understand the power of climate tech marketing reports

• 06:19 — Explore brands as leaders in climate education

• 13:22 — Identify the challenges and solutions in climate communication

• 22:01 — Get inspired by climate tech success stories

P.S. Watch the episode on the Spotify app to catch the video too!

How can we approach marketing differently? How can we move away from manipulative tactics and take a more conscious approach?

In the first episode, Conscious Marketing Movement founder Claudia Guerreiro joins host Daiva Dominyka to discuss why mainstream marketing is harmful and introduces the solution — conscious marketing and its basis.

Inspiring Quotes:

• "Conscious marketing is all about clarity, choice, consent, calmness, and compassion. There are five C's of conscious marketing, and this is what we really do differently." — Claudia

• "Before promoting your services, focus on the three P's: product, purpose, and people. What is your purpose?  Why do you exist in the first place? What is the purpose of your company? What are you putting out there in the world? Is it really needed? Is it really purposeful?." — Daiva

• "Sometimes there's this idea that conscious marketing is anti-growth. No, it's just we are not about growth at all costs. So for us, it's very important that we achieve those results." — Claudia

Episode Breakdown:

00:00 — Discover the mission of the Conscious Marketing Movement. 

05:00 — Learn what conscious marketing means and how it can benefit your business.

16:00 — Explore common challenges in conscious marketing and how to overcome them.

23:00 — Understand how to integrate sustainability into your marketing strategy and prepare for the future.

28:00 — Stay motivated and hopeful

P.S. Watch the episode on the Spotify app to catch the video too!