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Zebra Growth facilitated a series of interactive sessions for the Elevator UK cohort of businesses over a 8 session workshop series.
Nicola McEwan
Programme Manager
His dedication to social and environmental justice, paired with his extensive entrepreneurial experience, has brought significant value to our cohort.
His collaborative spirit and emphasis on knowledge sharing have fostered a supportive ecosystem, enabling startups to navigate complex challenges effectively.
His commitment to driving positive impact makes him an exceptional leader and a true asset to any initiative aimed at fostering meaningful change.
His expertise in regenerative business models and strategic growth marketing has empowered fellow participants to rethink their approaches and achieve sustainable growth.
The contributions have elevated our programme, providing participants with the tools and confidence to implement regenerative marketing strategies.
We are grateful for Lee’s participation and look forward to seeing the continued impact of his work with Zebra Growth.
Nicole McEwan
PROGRAMME MANAGER
Delivered over a three-day workshop, the module led by our Regenerative Growth Director, Lee Fitzpatrick, was a deep dive into the intricacies of regenerative business practices and marketing strategies. The content was carefully designed to inspire, educate, and empower businesses to adopt a more holistic approach to marketing to drive systemic change.
This initial session delved deep into the core of regenerative business models, highlighting their foundational principle of creating systems and processes that are not just sustainable but actively contribute to the revitalisation of the environment and society. Participants were introduced to the concept of the Impact Marketing Canvas, a comprehensive tool designed to seamlessly integrate a company’s marketing initiatives with its overarching ethical and environmental goals. Through interactive discussions and case studies, we plotted the pathways through which businesses could adapt their strategies to foster a harmonious balance with nature.
Nature-Inspired Welcome Meditation: This session started with a calming meditation inspired by nature. It helped everyone relax and get ready to learn, while also gently introducing the ideas of balance and renewal found in the natural world. This set a thoughtful and reflective mood for the whole workshop.
Breaking away from traditional introductions, this engaging session employed Lego blocks as a medium for participants to construct representations of their business visions and the impacts they aspired to achieve. This hands-on activity not only fostered creativity but also facilitated a platform for participants to articulate their objectives in a tangible form, enhancing mutual understanding and connection among the group.
In this session, participants were guided through a dynamic goal-setting exercise utilising post-it notes to visually map out their marketing objectives alongside their desired social and environmental impacts. This visual and interactive approach helped clarify how their business goals intersect with broader impact aspirations, encouraging a holistic view of business strategy that intertwines financial success with positive global contributions.
With a focus on cultivating a deep understanding of the target audience, this session walked participants through the process of creating detailed customer personas and empathy maps. By considering various aspects of their ideal customers’ lives and perspectives, businesses were equipped to tailor their marketing strategies in a way that resonates on a personal level, enhancing customer engagement and loyalty.
This explorative session broadened participants’ perspectives by encouraging them to map out the extensive ecosystem surrounding their businesses. By identifying key stakeholders, including those beyond immediate human interactions, businesses were prompted to consider the wider ecological and social systems they interact with, fostering a sense of responsibility and opportunities for symbiotic relationships.
Participants were guided through a nuanced approach to crafting value propositions that not only address customer needs but also encapsulate the broader value their businesses bring to communities and the environment. This session underscored the importance of communicating a business’s multifaceted impact, and to think more holistically about the value that can be created in an ecosystem.
Reimagining the concept of a North Star Metric, this session challenged participants to define a singular metric that captures both the business’s growth ambitions and its commitment to generating positive social and environmental impact. This integrated approach encouraged businesses to measure success not just by traditional financial metrics but by their contribution to a regenerative future.
Highlighting the transformative power of strategic collaborations, this session showcased exemplary partnerships that have amplified business growth while advancing sustainability goals. Participants were then guided through a structured plan to identify and cultivate potential partnerships within their ecosystems, emphasising mutual value creation and impact amplification.
Taking a data-driven approach to marketing, this hands-on workshop introduced the fundamentals of growth marketing through the lens of ethical and regenerative practices. Participants engaged in designing and planning experiments aimed at uncovering the most effective strategies for their businesses, encouraging innovation while remaining aligned with values.
This session confronted the potential ethical dilemmas and risks inherent in marketing activities. Through a guided exercise, participants were encouraged to critically assess their planned marketing strategies, identifying any areas that could pose ethical conflicts and devising strategies to mitigate these risks, ensuring their marketing efforts contribute positively to their communities and the wider world.
The Regenerative & Ethical Marketing module was transformative for the participants, equipping them with:
Brand Heirarchy Brand Positioning TOV Guidelines Target Audience Definition Growth Funnel Tech Stack CRM Set Up Automation Virality Loop Experiments Growth Team Set Up Growth Process Management & Much More