How do you harness the dark arts of marketing for good? With climate change still being such a polarising issue, is there a better way we can cut through and encourage more people to become climate advocates? In this marketing masterclass, Ellie Moss explains how understanding human motivators can help deliver relevant, targeted messages in a way in which they would change their behaviour towards more sustainable and eco-friendly practices. Done the right way, marketing has the power to encourage everyone to take positive action towards climate change. Ellie Moss is a professional contradiction: a marketer who is passionate about the environment, sustainability and being a positive force in the fight against climate change.

In her role as Managing & Strategic Director at Focus Creative, Ellie applies marketing and communications strategy to coffee beans, home building and clean energy—often in the same week. Sustainability frameworks, green comms strategy, and environmental campaigns are what puts a spring in her step.

As a child, Ellie took food packaging home from school to ensure it was recycled. That obsession never left her. Now she enjoys using the dark arts of marketing for good.

Ellie is fascinated by human behaviour and the power of marketing communication to create behaviour change and, ultimately, save the planet. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx