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Digital Changemakers
Scaling a sustainable start-up
Season 3, Ep. 11
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Research shows that when it comes to purchasing clothing, Gen Z are more sustainably minded than previous generations but that price is often prioritised. So how can consumers balance price and sustainable engagement with fashion?
Josephine Philips, Founder and CEO of SOJO, a sustainable fashion-tech start-up, joins Ian Whittaker to give an insight into how businesses and marketers can meet the various needs of their customers without compromising on sustainability.
In 2022, Josephine was named one of the Forbes 30 under 30 in the Technology Industry and JCDecaux welcomes Josephine as an industry pioneer who is challenging attitudes towards fashion and promoting investment in the clothes that consumers already own by repairing items rather than replacing them.
As a recipient of the JCDecaux UK Reach Programme which is designed to support brand growth for Black, Asian and Multi-Ethnic brands, Josephine discusses how start-ups such as SOJO can benefit from the mass reach and cut through that digital Out-of-Home provides.
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12. Creativity as a force for growth.
32:20Want to unlock the secret to creating the perfect poster?In this episode, Chris Langley, Director of Global Media Partnerships at System 1, and Nick Drewe, Research Executive at JCDecaux UK, join Ian Whittaker to share how they worked with brands such as Three and Specsavers to develop new results-driven guidelines on how to create the perfect poster. The new collaborative research from System1, Lumen Research and JCDecaux UK combines AI, Emotion and Attention testing to show that creativity is a key driver for effectiveness.In a world where attention is a finite resource, find out how to optimise your Out-of-Home creative to build your brand and drive results through the brand funnel. You can download your own copy of ‘How to make the perfect digital poster’ here.
10. Gen Z: The Economic Powerhouse.
31:13With Gen Z now comprising 15% of the UK population, tapping into their increasing spending power is an opportunity that marketers can’t afford to miss. But how different are Gen Z from previous generations and how should this shape brand and marketing strategies? Kian Bakhtiari, founder of The People, a Gen Z insights and strategy agency, joins Ian Whittaker to explain the importance of understanding Gen Z and the channels that work best to cut through. Named as one of the Top 20 Future Leaders by the Financial Times for his contributions to marketing, JCDecaux welcomes Kian as an inspirational changemaker who is bridging the gap between brands and young people by giving Gen Z a seat at the marketing table.Following the launch of JCDecaux UK’s GENgage, a new programme to help brands reach and engage the digitally native Gen Z audience, Ian and Kian talk about the opportunity that digital Out-of-Home provides marketers with so that they can connect and be relevant within the context of young people’s lives.
9. Giffgaff talks people, planet and profit.
23:48How do you balance business growth with sustainability – or does sustainability drive the bottom line? Giffgaff balances people, planet and profit with equal value and effort. Having launched a call-to-arms to market for brands to bring sustainability higher up their agenda when it comes to media planning, JCDecaux welcomes a true pioneer in the space. B Corp-certified and very much focused on long-term cultural change, giffgaff’s Georgina Bramall, Marketing Strategy Director, shares her experience and learnings for others wanting to push sustainability further up their organisation’s agenda.With a new report out from JCDecaux UK and Campaign on a new report to market, looking at the importance of sustainability in brands’ media planning, Ian and Georgina discuss how sustainability can impact media planning and the role of channels such as Out-of-Home in that sustainable journey.
8. Summer Series: Cutting through with Out-of-Home
33:13Ugo Agbai, Co-Founder of Ruka Hair, joins Thanh Catachanas, from JCDecaux UK’s Reach programme, who are on a mission to create the definitive hair brand for Black women nationwide. The pair talk about the power of the public screen and how Out-of-Home will be key in scaling up and buildingbrand fame. Launched during the pandemic and a recipient of the 2022 Google for Startups Black Founders Fund, RUKA Hair focuses on bringing the latest science and innovation to the treatment and management of curly, coily and wavy hair. Now they’re bringing their brand to a national audience with their upcoming OOH campaign, giving them unprecedented scale and reach.
7. Summer Series: Using Out-of-Home to build a brand
23:08Visionary businesswoman Anna Samuels, founder of Boxx, talks with Thanh Catachanas, Head of JCDecaux UK’s Reach programme, designed to support brand growth for Black, Asian and Multi-Ethnic brands, about her goal to make boxing-inspired fitness accessible to everyone and how using Out-of-Home will enable her to build her brand. A former chartered accountant, Anna saw a gap in the market when she was on maternity leave and launched Boxx, which champions fitness wherever you are, be it on the the Boxx+ app or in her East London studio. Now she’s ready to take her brand to the next level with OOH.
6. Summer Series: Scaling your brand with the power of the public screen
21:22How do you build brand fame for a product that is often considered taboo? Ruby Raut, FemTech pioneer and founder of WUKA, joins Thanh Catachanas, part of JCDecaux UK’s Reach programme, to discuss her ambition to put an end to period shame and encourage women to use her sustainable period pants. Getting the message out to her audience is key and she shares how Out-of-Home will help her take her brand to the next level and talk directly to her target audience.Ruby talks about her brand’s origin story, having to use old sari rags growing up in Nepal and how that ultimately sparked her desire to create an eco-friendly period care brand.5. Google and JCDecaux: Black, Asian and Multi-ethnic Disruptors
28:39Ian is joined by Precious Oyelade from The Google for Startups Black Founders Fund and Thanh Catachanas from JCDecaux Reach to continue the conversation about reaching and commercialising diverse and inclusive audiences, with two successful examples of new programmes to inspire marketers.The Google for Startups Black Founders Fund and JCDecaux Reach are hugely successful programmes designed to support brand growth for Black, Asian and Multi-Ethnic brands, helping them scale and grow by reaching their chosen target audiences through Capital Investment and the Power of the Public Screen. What can big brands learn from the disruptors in this space?4. Marketing shouldn’t be left to the marketing department.
28:51Today Ian interviews Mai Fenton about the tactics marketers can use to challenge the oversimplified rhetoric that marketing can be done by anyone and prove the value of marketing and advertising for the business. Especially helpful when budgets are under pressure in today’s economy. Today’s expert guest is Mai Fenton, CMO at Superscript is a marketer all-too familiar with the Boardroom. Mai has been named CMO to Watch, Revenue Marketing One to Watch and a Top 30 Most Influential Fintech Marketers.