On Tuesday 16th September, the CIM Scotland team welcomed marketing professionals from across the country to Glasgow’s Social Hub for our annual conference. This year’s theme, Unlock the Commercial Advantage of Responsible Marketing, brought together a dynamic mix of speakers and attendees to explore how values-driven marketing can shape better business outcomes.

As hosts, we were proud to facilitate a day of rich discussion, practical insights, and inspiring examples of marketing with purpose. Here’s our review of the day’s standout sessions and the key takeaways we believe will resonate with Scotland’s marketing community.

Climate Change: Finding the Language for Action

Speaker: Sam Gardner, Head of Climate Change & Sustainability, ScottishPower

Sam opened the conference with a compelling overview of public sentiment around climate change and the evolving role of marketers in communicating climate action. His session highlighted:

• Public concern about climate change is widespread and consistent across demographics.
• Marketers must strike a balance between urgency and optimism, showing both the challenges and the opportunities of climate action.
• While sustainability isn’t yet embedded in most job titles, 83% of professionals want to take more climate action through their work.
• Negative narratives are growing but remain a minority; the majority still support climate-positive messaging.

CIM Scotland takeaway:

Marketers must lead with clarity and courage, using evidence-based storytelling to inspire action, while celebrating progress and possibility.

Marketing with Impact

Speaker: Caroline Bates, Brand Strategist and Founder, Citizen Good

Caroline introduced the concept of the “citizen brand”, organisations that embed ethics and values into their operations, not just their messaging. Her examples included:

• IKEA: Profiting from circularity by selling spare parts and promoting upcycling.
• REI: Closing stores on Black Friday to encourage outdoor time, aligning with brand values and boosting long-term loyalty.
• Corona: Turning beach litter into a visual protest, then eliminating single-use plastics from its supply chain.

CIM Scotland takeaway:

Purpose-led brands don’t just talk, they act. Embedding values into operations builds trust, loyalty, and commercial advantage.

Community-Centric Marketing

Speaker: Alice Brady, Chief Strategy Officer, Responsible Marketing Advisory

Alice explored how fragmented media and shifting attention spans demand a new approach to engagement. Her key points included:

• Attention isn’t disappearing, it’s being redistributed across platforms and communities.
• Marketers must think “community-first” to build meaningful, responsible connections.
• Her standout quote: “Modern marketing needs lots of littles.”

CIM Scotland takeaway:

To cut through the noise, marketers must build trust through consistent, community-driven touchpoints that reflect shared values.

Brand Activism as Competitive Advantage

Speaker: Barrington Reeves, Founder and Creative Director, Too Gallus

Barrington’s session was a powerful call to action. He argued that brands must take a stand in today’s political and cultural climate. Highlights included:

• Consumers increasingly align their identities with the brands they support.
• Agencies and marketers must move beyond neutrality and embrace activism.
• His closing message: “There has never been a more important time to have a voice.”

CIM Scotland takeaway:

In a values-driven marketplace, silence is risk. Brands that stand for something build deeper connections and long-term relevance.

Authenticity and Ethics in Fashion

Speaker: Dr Elaine Ritch, Marketing and Sustainability, Glasgow Caledonian University

Elaine used the fashion industry to illustrate how authenticity drives responsible marketing. Her session covered:

• The imbalance between fast-fashion production costs and marketing spend.
• The marketer’s role in driving ethical change.
• Examples of brands owning past mistakes, such as Adidas partnering with activists to highlight poor working conditions.

CIM Scotland takeaway:

Authenticity isn’t optional; it’s essential. Ethical marketing requires transparency, accountability, and a willingness to evolve.

Final Reflections

Across the day, one theme stood out: responsible marketing is not a trend, it’s a strategic imperative. From climate action to community engagement, the speakers demonstrated that aligning values with business strategy isn’t just good ethics, it’s good business.

We left the event energised by the possibilities and reminded of our collective responsibility. As marketers in Scotland, we have the tools, the talent, and the opportunity to lead the way.

Let’s keep the conversation going.