The message
isn't getting through
Consumers and businesses aren't responding to the sustainability message the way we need them to.
I'm Richard Leader, fractional CMO, here to help you fix the messaging for your climate-focused business.
The journey may not be easy, but together we can get there.
Sustainability businesses are struggling to communicate the urgency of their message even as climate change accelerates.
But it can be fixed.
Working together, we will define the customer, their attitudes, their needs and how we can service them better.
We’ll deliver new opportunities to help our customers save the planet.
We have solutions whatever your budget
Here's how we fix it
We can work together to ensure you're communicating your sustainability message effectively. Better messaging means better growth.
Messaging Implementation
From discovery to implementation, management and measurement, this is a medium term engagement.
From £15,000
Messaging Workshop
Following a discovery call, we'll arrange a full-day workshop with key members of your team.
A messaging roadmap will follow.
From £3,000
Coaching & mentorship
Helping you and your team find the right messaging approach. Over a minimum of 4 online coaching sessions
From £500 (for 4 sessions)
About me
I’m Richard Leader, marketing consultant and fractional CMO with over 20+ years practical marketing experience.
I’m passionate about helping businesses cut through and reach their market.
My work
Trusted by Nationwide, Santander and Wickes, MakeMyHouseGreen's technology has delivered hundreds of domestic solar installations.
Working with DESNZ and multiple partners to deliver finance to homeowners for green home improvement projects.
Building ideal customer profiles, defining market needs, value proposition and key messaging pillars. Launch 2025.
Previous experience also includes
Fintechs: Funding Options, CMC Markets & Satago,
Publishers: Which? & Informa,
Telco: TalkTalk.
Why isn’t the message getting through?
- According to MCS data, the UK saw fewer domestic solar installations in 2024 than in 2023
- Fewer UK consumers are taking sustainability into consideration when making purchases than in 2023
- Passenger flights are heading back to pre-Pandemic levels
What’s going wrong?
It’s a combination of things – including the cost of living crisis, a small reduction in energy costs and a growing sense that the efforts of the individual consumer make no difference.
The feeling goes, “Why should I feel guilty about a family holiday to Spain when Taylor Swift takes over 100 private jet flights in a year?”.
As an industry, we need to get better not at communicating the climate change message, but at communicating the customer benefit. We need to get back to marketing basics.
Sustainable.fractionalcmo.uk and fractionalcmo.uk are trading styles of Fractional Leaders Ltd.
