In the past, the role of advertising agencies was shrouded in mystery, with a murky perception of an elusive Oz behind the curtain, dictating consumerism through clever smoke and mirror tactics.

Today the power of marketing, and myriad of tools at our disposal for achieving results, is far less veiled. The public now have (to varying degrees) a bolstered level of awareness that they’re engaging in a constant flow of the fruits of our labour.

Influencer and business accounts on social media, also mean many consumers have exposure to executing the process of marketing themselves, and as a result can comprehend the staggering potential of reach and impact.

Although we see and promote our remarkable ability to change behaviour, we are still hesitant to stare the giant accountability elephant directly in its face: The power and influence for change, is predominantly with us.

The reality is that we are collectives of experts and creatives, that are masters of getting people to do things they normally wouldn’t. Companies and businesses can commit to more sustainable practises, but it’s with us to make sure this translates into the product. We, magical marketeers (said with warm endearment), are the neck that turns the head.

Inside the marketing agency is where the first domino falls.

Okay we’ve got it, but how?

At Steves&Co. packaging and brand collateral form a significant portion of our remit. We use our influence on the design and materials used for these products to exercise sustainability.

In effect, we are guiding the choice for the consumer in the conception phase, so they don’t have to.

We have seen for example, that if we don’t suggest and encourage the use of recycled paper for business cards and take away boxes, recycled paper probably isn’t going to be used. If we don’t push for the ethically sourced leather-bound bill presenters, clients don’t come marching into our office, demanding that they be used.

Our industry knowledge allows us to steer production through manufacturers that are the most responsible – a part of the process that our clients and consumers can’t practically touch or take ownership of themselves.

Marketing agencies hold the reigns for moulding positioning to combat affordability and competitiveness, transitioning the sustainable choice to the affordable and preferred choice.

We see biting the bullet and taking a lead on this, not as a noble and altruistic endeavour, but an investment in our own future. We are proudly always striving to be ahead of the 8 ball. Strategically and morally, we recognise the unmistakable need for agencies to adopt this approach for real impact, guaranteeing longevity (in a very literal sense), for our greater community.