How I Stumbled Across Regenerative Marketing and Why I’m No Longer Doing Business as Usual

An exploration into regenerative marketing, by committee member, Gary Spinks.

Some people do one job for life. Not me.

A career which began in journalism as a local newspaper reporter evolved through a series of different roles into a portfolio way of working. Roles centred around one core theme - communication.

Education mentor. Student magazine project leader. PR trainer for business. Study Skills Presenter in Schools. Coach. Creativity Expert. Group development worker for a self-advocacy charity for adults with learning disabilities.

Education. Media. Charity. Each role requiring different communication strengths.

The One Strength I was Missing

It was during my time with the charity that I realised my marketing knowledge and skills were limited - and some training would help. I knew, from my journalism days, that words had power.

I knew how to write a news story or feature. I didn’t know how to write copy for marketing. So I did some research, took a course in copywriting, bought a stack of books on the topic and studied the craft.

I soon found myself hired by a business growth company, thrown in at the deep end (just as I had been as a trainee reporter 25 years earlier). Since then I’ve worked with agencies and my own direct clients.

Being On the Inside of Marketing Was an Eye Opener

Immersed in the world of marketing, I got to see - close up and online - how marketers operated. Unsurprisingly, the focus was on sales and profits.

Marketing activity was all about selling.

All about growth. All about the numbers. All about money. Very little or zero reference to purpose, values, service or wider impact.

In some cases with ‘gurus’ or ‘experts’, it felt like the marketing drive was to get results at any cost. Don’t let a little ethics get in the way of a sale. Psychological bullying and intimidation on stage. Abuse of NLP (Neuro Linguistic Programming) to manipulate minds. And plain old lies.

Get your ‘one size fits all’ programme. Grab a ‘silver bullet’ solution. Enjoy a laptop lifestyle with ease. Make six figures. Make seven figures. Become a millionaire.

All sold as if it were as easy as flicking a switch. Most business owners and entrepreneurs know the reality is very different. However...

The Problem is Not Just with the Gurus

As a copywriter, I get to see a lot of marketing, advertising and social media. In technical terms much of it is very good, some of it super sharp.

But some of it falls short of the mark.

Hit and miss social media. Dull emails. Faux friendly intros from strangers. Overplayed ‘excitement’ about products or programmes. No stories, just selling. No clarity, just jargon and cliches. No connection, just endless rambling content.

The tedious pun-filled headlines at Easter (and I love a good pun more than most). Easter eggs on the supermarket shelves in January. Christmas ads in the Autumn.

False claims. Over hype. Greenwashing.

All symptoms of an industry and profession which feels like it is long overdue an integrity audit, refresh and openness to new approaches.

Falling Out of Love with Copywriting

Don’t get me wrong. There are good marketers, good agencies and good people in marketing.

I like to think of myself as one of them.

However, as I reflected more on the industry, I began to question myself, my role and the nature of marketing. It was difficult to see what positive impact my work was having on the world.

Was I part of the problem?

Was helping people to sell more stuff to more people the only purpose of my work?

Was that it?

Stumbling Across a New Approach to Marketing

Then, scrolling through my feed one day, I saw post about a global community wanting to see marketing as a force for good in the world. Positive, sustainable and transformative.

I discovered a phrase I had never heard before - regenerative marketing. A world where profit and growth were less of a priority than purpose, people and planet.

I began to connect and have conversations with a collective of marketing professionals, sustainability experts, authors, thinkers and entrepreneurs. All imagining, and seeking to transform, marketing as a force for social and ecological regeneration.

Discussions and hive mind sessions explored marketing principles around nature, living systems, essence, the Edge Effect, diversity and natural (S-shaped instead of linear) growth. Value creation being holistic, impact multi-generational. The power of the Citizen Story (as featured in Jon Alexander’s excellent book, Citizens).

It was like going through the wardrobe and entering marketing Narnia - a magical world where imagination knew no bounds.

Unlearning Business as Usual Marketing for Impact

My exploration of regenerative marketing has made me review and rethink my outlook - on marketing, communications and more beyond.

I’ve dropped some services to focus on others. I’ve become more choosy about the type of client (and agencies) I want to work with. I’ve explored how I can do more to support sustainability, the outdoors and responsible travel - both in my work and personal world.

I’ve read books. Studied papers. Participated in an online Regenerative Marketing Playground workshop with Zebra Growth, which opened my eyes to a liberating ‘ecosystem’ approach to marketing. I’ve reconnected with my roots in journalism and fascination with film.

I’m still writing plenty yet also getting outdoors to research, film and talk to people about sustainability and regenerative projects. I get in front of the camera, too, and love the idea of Citizen Journalists.

I’m not 100% sure where this journey through marketing Narnia will take me but I’m excited to be on the regenerative trail. It’s no longer business as usual.

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About Gary Spinks

Gary Spinks is a strategic copywriter, business storyteller, mobile journalist and travel writer.

As a marketing professional, Gary helps purpose-driven people, projects and organisations to tell better stories and present clearer messages - to achieve greater impact beyond profits. As a journalist Gary writes and films stories, features and interviews about sustainability issues and projects.

Gary helps to promote the outdoors, walking, slow travel, responsible tourism and community-led Citizen Journalism.

Connect and follow Gary on LinkedIn.

Email: info@garyspinks.com