Oliver Grüttemeier and Tobias Liu founded the agency vow to the new. You advise companies on sustainable transformation. They don’t think much of sustainability strategies, but think a lot of sustainable corporate strategies. Brands play a special role here. Because in the future they must be even more value-oriented.
But how can they help shape the desired social change? Is there even a way from consumption in abundance to conscious reduction in all areas of life? The two founders discuss these questions in the 32nd clubcast episode from the Marketing Club Köln-Bonn.
Topics from the podcast
(02:04) What are Tobias Liu and Oliver Grüttemeier’s three hashtags?
(02:48) What does “vow to the new” actually mean in German?
(03:56) The agency advises companies on sustainable change. The founders think: “Companies that do not change their business models in the long term will no longer exist tomorrow.”
(04:44) Sustainability on the corporate side is a start, but companies need to develop their own ideas related to the products. Climate neutrality by buying certificates is not a solution.
(06:24) Consumers are becoming increasingly critical and see the responsibility on the corporate side.
(07:10) EU will soon impose penalties on greenwashing.
(08:09) Sustainability must not be a “topic”, but must affect the entire company.
(09:05) From the construction industry to fast fashion – the agency supports clients from many industries in the development and communication of a sustainable offer.
(12:19) Pitches are a waste of resources! Therefore, the founders decided to no longer participate.
(14:02) Finding an agency through pitches does not correspond to how
vow to the new, because holistic sustainability is difficult to put into a briefing.
(15:09) What skills does an agency that specializes in sustainability need?
(16:25) Which phases do you typically go through when working with the agency?
(17:57) Employees must be involved in any form of change from the outset. Otherwise the change cannot succeed.
(19:01) Further, faster, higher will no longer work. Brands play a special role here, because they can turn “less” consumption into a lifestyle.
(8:30 p.m.) In the agency, too, sustainability is more than just LED lighting and electric cars. The agency invests 10% of its time and 10% of profits in its own projects.
(10:56 p.m.) Why #KraftDerVielen drives the agency to develop its projects.
(23:37) The agency is fully committed to the German Children’s Association and was able to gather many celebrities behind the campaign, which wants to be more than a campaign: a movement!
(25:25) #KraftDerVielen also with Media. Winning an award brings them 1 billion contacts via Digital Out of Home media for the German Children’s Association.
(26:22) Younger people are not only more open to sustainable change, they fight much harder for it.
(28:20) Marketing should be given a more central role in the change process. Because that’s where you know the customers’ voices best. Unfortunately, marketing has often degenerated into pure communication.
(32:08) Action must be taken from attitude, because symbolic politics is not enough. However, what does not help anyone is pointing fingers at others. (33:44) The new should be seen as an opportunity because it is there to be used.
About Clubcast
Clubcast is a podcast format of over 60 German marketing clubs. In the episodes, which appear every two to four weeks, individual clubs take turns producing inspiring conversations on the topics of marketing, advertising, communication, brand management, online marketing and digitization. And sales management offers the platform for this.
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