#52 | How to Communicate Sustainability Effectively with Erica Larson from Pixel Power

Join us today, as we discuss with Erica Larson about the art & science of branding and marketing sustainability.

It’s new, yet it’s a hot topic that will only get more traction as brands expand their role in society and need to communicate their global footprint. Erica shares insights from her unique journey into communicating sustainability in engineering and the built environment.

Things such as how her web design and marketing services agency helps companies communicate their sustainability narratives; why technical and scientific teams need to pair with the creative brains of marketing professionals; and how companies can measure marketing efforts effectively.

Lots of exciting things to dive in. But don’t take our word for it: tune in the episode and enjoy!

What you’ll learn:

·    How you can connect seemingly disparate fields as a professional; take for instance sustainability, marketing, and engineering

·    How to communicate sustainability with (scientifically proven) success 

·    What type of support you can get in marketing sustainability and where

Timecodes: 

00:40 Erica’s career

02:30 How Erica got an idea to start her business

06:20 About Pixel Power

10:00 What Pixel Power’s clients like

12:50 Sustainability is not just about nature

14:20 How to measure if the communications were effective

16:18 Is sustainability marketing more science or art?

17:00 A piece of advice from Erica

18:35 Is higher education necessary for a career in sustainability

Quotes of the guest: 

We really just want to support those organizations that are implementing good things in the world. That’s really my mission.

I never thought that I would work at an engineering firm. That was not a goal. But it just made a lot of sense. When they hired me, it was because I had that sustainability background and they wanted to be able to talk about all the work that they were doing. Since they had some very big universities as clients, those universities wanted their communities to learn what they were doing to save energy, what they were doing for students on campus to make things healthier and more equitable for them. It was a good fit.

Some people are turned off by sustainability because they see it as a tree hugger kind of thing. But if they begin to understand that it has these different components to it that benefits everybody – it benefits their health, it saves money, it really benefits us in a holistic kind of way, not just saving the trees. It takes a larger point of view of why these projects are important.

If you can find that passion and you can find ways to get involved, specialized education isn’t really necessary.

One piece of advice: 

If you are looking to get into sustainability and especially if you are following a specialized degree, you need to be proactive about your future career. What is it that you want to do when you graduate? Environmental studies can be too generic to lead you in a clear direction. Make sure to get internships that align with the type of position you want to work from after you graduate. Moreover, volunteering and other community-involving activities will help you make the connections you need to tap into the areas that are relevant to you. Overall, proactivity and networking can smoothen your way towards a successful career in sustainability after you get that diploma!