How to build back better with Marketing

After any period of disruption a business has a chance to build back better with Marketing.

From 29th March 2021 onwards, lockdown restrictions began to relax in England.

Therefore, it is an ideal time to reflect on this topic – How to build back better through marketing activities.
In December 2020 Dr Mark Carney gave his Reith Lecture series, ‘World Crisis to Real Prosperity’ . He concluded by urging his audience: “From now, we’ll focus on doing what we can for COP26”.

This is because, the UK will host the 26th UN Climate Change Conference of the Parties (COP26) in Glasgow this November. The COP26 summit will bring parties together to accelerate action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change.

The UK is committed to working with all countries, companies and people on the frontline of climate change to inspire climate action ahead of COP26. The Government published its own statement in January 2021 on how it intends to deliver national prosperity after the pandemic.  Their focus is on how to build back better, having learned lessons from the upheaval last year.

Some themes are likely to persist after the pandemic. Such as, the public’s desire for sustainability, kindness and community-focus. According to a recent report from Deloitte, one-third of consumers are now choosing brands based on their ethical credentials (you can read that here). As Marketers we must focus on the priorities of our customers.

I’ve chosen to illustrate this topic with a clematis – a plant that dies back fully each Winter. It needs hard pruning in Spring, prior to its strong return each Summer. Post-disruption businesses can return stronger than before, if they take time to pause and consider,

How to build back better with marketing:

For example in 2021, all businesses can cater for this surge in ethical choices by thinking through the classic marketing stages:


  • Make items that offer sustainable benefits.
  • Check that your entire supply-chain pays fair wages.
  • Is your packaging recyclable?


  • Consider pricing policies that will promote inclusion and reduce social inequality.


  • Local outlets must remain a priority alongside delivering products and services that will appeal to Community groups. So, Online should be considered as an option for offering convenience to your customers.


  • Buyers will be mindful of how companies advertise their goods. My proprietary approach to thrifty marketing offers eco-friendly benefits by avoiding the overuse of printed materials. You can adapt your communications to highlight your business’ ethical credentials.

Every firm can play its part in learning from the experience of Covid-19 and help to build back better towards the goal set by COP26. While many brands will seek to adopt ethical values, it will be fundamental to success that those values are implemented with consistent authenticity. Discerning shoppers will not be misled easily.