Impact Programme
Delivery for Elevator UK
Delivery for Elevator UK
Service Overview
Planning, designing, and facilitating a regenerative & ethical marketing module
Zebra Growth facilitated a series of interactive sessions for the Elevator UK cohort of businesses over a 8 session workshop series.
“Zebra Growth’s contributions have elevated our programme, providing participants with the tools and confidence to implement regenerative marketing strategies. Their commitment to driving positive impact makes them an exceptional leader and a true asset to any initiative aimed at fostering meaningful change.”
Nicola McEwan
Programme Manager
“Lee Fitzpatrick, co-founder of Zebra Growth, has been a remarkable addition to our Impact Programme at Elevator.”
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
The Solution
Regenerative & Ethical Marketing Module
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.
Key Components of the Module
Introduction to Regenerative Business
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
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.
Interactive IceBreaker with Lego
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.
Session 1:
Goal Setting with Impact in Mind
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.
Session 2:
Developing Customer Personas and Empathy Maps
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.
Session 3:
Ecosystem Mapping
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.
Session 4:
Holistic Value Proposition Development
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.
- Crafting of value propositions that resonate deeply with customers, community, and the planet, enhancing brand loyalty and market differentiation.
- Empowerment to communicate a business’s multifaceted impact effectively, appealing to the values of conscientious consumers.
- Crafting of value propositions that resonate deeply with customers, community, and the planet, enhancing brand loyalty and market differentiation.
Session 5:
Regenerative North Star Metric
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.
- Integration of performance and positive impact into a single, guiding metric, aligning business operations with regenerative principles.
- Encouragement of businesses to redefine success by incorporating social and environmental contributions into their core performance indicators.
- Facilitation of strategic focus and alignment across the organisation, ensuring all efforts contribute to the overarching regenerative goal.
Session 6:
Partnerships as Growth Levers
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.
- Showcasing of successful partnerships as models for leveraging collaboration for growth and sustainability.
- Guidance on developing strategic partnerships that align with business values and amplify impact.
- Promotion of a collaborative business culture that values mutual benefit and shared success in addressing societal and environmental challenges.
Session 7:
Growth Levers and Experimentation
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.
- Introduction to growth marketing principles with a focus on ethical practices, fostering innovation while adhering to ethical standards.
- Empowerment to design and implement marketing experiments, facilitating data-driven decision-making and strategic agility.
- Promotion of a culture of continuous learning and adaptation, responding effectively to market feedback and evolving consumer expectations.
Session 8:
Ethical Risk Register
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.
- Critical examination of marketing strategies to identify and mitigate potential ethical risks, ensuring responsible business practices.
- Encouragement of transparent and accountable marketing activities that uphold the highest ethical standards.
- Provision of a framework for ethical decision-making, guiding businesses in navigating complex ethical dilemmas with integrity.
Outcomes & Impact
The Regenerative & Ethical Marketing module was transformative for the participants, equipping them with:
