In this session, we will hear about the challenges of delivering brand growth while also being responsible in marketing decisions. Marketing orthodoxy states that you should communicate to the widest possible market, but this may mean wastage, at the cost of carbon impact. We will hear from giffgaff CMO Sophie Wheater about the concept of responsible growth and how it can be achieved by balancing business effectiveness and brand purpose. We will also hear about the role of marketing in creating a sustainable future, and how we can achieve results for both the business and the planet.