activism marketing

Activism Marketing: Redefining Purpose and Profit with Sara Truckel

For our first event of the year, Conscious Entrepreneurs had the privilege of hosting Sara Truckel, founder of Truckel Creative, for an inspiring session on activism marketing. Sara’s talk beautifully blended her professional journey, values, and strategies, all geared toward helping businesses align their marketing with purpose-driven actions.

January guest speaker image

Who is Sara Truckel?

Sara describes herself as a visual artist, sea swimmer, eco-warrior, and the driving force behind Truckel Creative, a virtual branding department with a conscience. Her journey into activism marketing began with an early passion for sustainability, dating back to a pivotal moment at age 13, and evolved through roles in corporate, charity, and creative sectors. Sara’s career is a testament to the power of aligning values with business practices, culminating in her decision to work exclusively with businesses that “care about the planet.”

As Sara put it, “I decided I was only going to work with businesses that give a sh** about the planet.” Her unapologetic stance on ethics and sustainability is a powerful reminder that marketing can, and should, be a tool for meaningful change.

What is Activism Marketing?

Sara introduced activism marketing as the intersection of traditional marketing tools and advocacy for social or environmental change. Unlike standard marketing, which often capitalises on fear, want, or need, activism marketing focuses on empathy, values, and the drive for action.

Using examples like Patagonia’s “Don’t Buy This Jacket” campaign, she explained how businesses can educate their audiences, advocate for sustainable practices, and build emotional connections that inspire positive choices. Sara summarised this approach as “marketing your purpose.”

Key Takeaways from Sara’s Talk

Ask the Right Questions
To incorporate activism marketing into your business, start by asking:
What is your business offering as an alternative?
What do you stand for?
These questions guide you in creating campaigns that advocate for meaningful change while staying true to your values.

Bridge Purpose and Profit
Activism marketing isn’t about sacrificing growth. As Sara highlighted, it’s about finding sustainable ways to support both your mission and your bottom line:
“It turns every marketing campaign into an opportunity to create a better world while supporting sustainable business growth.”

Empower Consumers
Citing David Katz of Plastic Bank, Sara reminded us that every purchase is a vote: “By choosing your products or services, your customers become activists too. They’re contributing to a better future, even if they’re not marching with placards.”

Create Authentic Narratives
Sara emphasised the importance of storytelling in connecting with your audience:
“If you know who you are and what your values are, you can authentically attract the right customers instead of moulding yourself to fit someone else.”

Find Your Audience—Wherever They Are
While social media is a powerful tool, Sara encouraged exploring offline avenues:
“Your client might not be online. They might read the parish magazine or attend local groups. It’s about meeting them where they are.”

Why Sara’s Approach Resonates

Sara’s session wasn’t just about marketing; it was a call to action for conscious entrepreneurs to rethink their impact. Her message was clear: activism marketing empowers both businesses and their audiences to create change, one ethical choice at a time.

Want More? Stay connected for updates on upcoming events. If you’ve been looking for a community that aligns with your values, we invite you to join us. Whether you’re seeking advice, collaboration, or simply a space to connect with others who “get it,” Conscious Entrepreneurs is here for you.

If you missed Sara’s talk and you’d like to watch it in full, members can access the recording here.

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