In her professional capacity, Claire Bates isn’t simply the senior marketing and sustainability manager for the greetings and calendars specialist, Danilo. She’s also one of the industry’s keenest and proudest advocates for sustainable development and transformation.

Whether it’s spearheading the company’s sustainability strategy, managing Danilo’s internal green team, or implementing the initiatives to reduce the company’s environmental impact, Claire has not only laid the foundations for but continues to drive forward, build upon, and expand the company’s vision and ambition for a forward thinking, positive, and sustainable way of operating for the future.

She can also count herself among the founding members of the Products of Change movement… so it’s high time we sit down to chat with her this month-long celebration of International Women’s Day.

We’d love to start by learning about you, Claire – for those living under a rock, can you tell us about your role with Danilo?

Of course. I’ve been with Danilo now for just over 10 years. I first started working with them when I was the PR, Event and Social Media Manager for Clintons Cards and used to organise calendar signing events. Danilo was one of those great companies that I knew I would love to work for so in 2013, I was delighted to join as their Marketing Manager. 

Over the years, my role has grown enormously and I’ve become Senior Marketing and Sustainability Manager. I’m so thrilled at this change both because of the added responsibility, but also because I’m really passionate about sustainability. It’s been a personal ambition of mine to embed sustainable business practice through everything we do and I value working for an employer that recognises and supports that. Now, as well as managing the usual B2B and B2C marketing channels, my role includes driving the company’s sustainability strategy, implementing initiatives to reduce our environmental impact, managing the internal green team, and communicating new environmental goals.

How did you find yourself working in or what was your pathway into the world of sustainability?

My journey into the world of sustainability began about six years ago. With the prominence of shows such as David Attenborough’s BBC Earth series, and the growing global awareness of how we are damaging the planet, I became increasingly mindful of the responsibility we all face and how important it is to take action. Aware that with all things sustainability-related, we have to first measure our impact and then reduce it wherever possible, I was keen to get stuck into a strategic role within the company and advise how to make those changes. It’s amazing to work somewhere where you can positively impact your organisation but also the world we have a collective responsibility to. 

What is it about sustainability in business – and at such a recognised brand – that excites you? What inspires your relationship with sustainability in business?

My personal relationship with sustainability is driven by a deep sense of responsibility. I believe that businesses have an obligation to address pressing global issues such as climate change, resource depletion, and social inequality. By aligning business objectives with sustainability goals, we can create shared value for all stakeholders while safeguarding the planet for future generations. We have the opportunity to be a catalyst for positive change. It’s incredibly rewarding to see the tangible results of our efforts, knowing that we are contributing to a more sustainable world.

At Danilo, having POC to help bring the licensing industry together and share best practices, we have a unique opportunity to leverage our resources and reach to drive meaningful change. That’s the stuff that gets you out of bed in the morning!

Using business as that tool for global change – from the outside it looks and sounds like a huge job… What mantra or rule do you adopt to tackle the topic day-in day-out?

One mantra I adopt to navigate this complex terrain on a day-to-day basis is “think globally, act locally.” The challenges we face are global, but meaningful progress often begins at the local level. It might feel like marginal gains are just that – marginal, but I believe that doing something must always be better than doing nothing, so I’m on a mission to play my part in the global movement to counteract climate change and ultimately make the world a better place.

…I hope that doesn’t sound too corny? …I truly believe that by focusing on tangible actions and initiatives within our sphere of influence, we can incrementally contribute to broader change.

Where do you draw inspiration from to keep nudging things forward and helping the business establish new parameters to operate within?

I look to thought leaders and organisations steering the way in sustainable business practices for inspiration. Learning from their experiences encourages me to think creatively and consider different options in our sustainability efforts. In particular, I would like to acknowledge Steve Plackett from Carousel Calendars and Andy Ellis from Otterhouse, who have been so kind and generous in sharing their expertise with me. 

I also find inspiration in innovative solutions and technologies. Whether it’s renewable energy advancements (with accompanying grants that make them more financially viable), circular economy models, or eco-friendly materials, seeing tangible examples motivates me to explore new possibilities and push for their adoption within our business. Plus taking time to reflect and celebrate successes motivates me to continue pushing boundaries and setting new benchmarks.

I feel like naming people like David Attenborough and Greta Thunberg is the easy answer to a question like this, but they go to show that whether you’re in your 90s or you’re a teenager you have the power and the voice to change the world for the better. That’s an important lesson. They also make their work really accessible so that we can each start to play our part. It isn’t about being an expert, it’s just about wanting to be part of the change for good and being open to learning.

We have to work together and we each have to play to our strengths, so if it’s celebrities lending their voice to the cause to raise awareness, experts speaking at COP, or companies big and small doing their bit, I celebrate it all!

Looking at brands, licensing, and retail in general – from your perspective, what power do these things collectively have to change the face of business today?

They wield significant influence and power to change the face of business. They have the ability to drive consumer behaviour, raise sustainability awareness, transform supply chains as well as drive innovation and collaboration. 

Brands hold immense sway over consumer preferences, purchasing decisions, and behaviours. By integrating sustainability into their brand identity and product offerings, companies can influence consumers to make more environmentally and socially conscious choices. Brands also play a pivotal role in shaping the practices of their suppliers and partners through licensing agreements and retail partnerships. By setting certain standards and requirements, brands can drive positive change throughout the supply chain. 

What do you think the brands and licensing sectors of tomorrow look like? And what do you apply to your work to nudge towards that every day?

The brands and licensing sectors of tomorrow will look towards being driven by sustainable purpose, embracing circular economy principles, leveraging new technologies such as AI as well as prioritising greater transparency and tracking.

Consumers increasingly seek brands that align with their values and who contribute positively to society and the environment. As such, brands will need to authentically integrate sustainability into their products, messaging, and business practices. Every day, I try to work towards embedding sustainability, ensuring that our marketing efforts authentically reflect our commitment to social and environmental responsibility. 

I also think that innovative business models such as reuse, resale, and rental, to extend product lifecycles and minimise waste, will continue to become increasingly important. In my role at Danilo, I advocate for the adoption of circular economy principles across the value chain, from product design and manufacturing to end-of-life management, to minimise our impact.

Digital platforms will continue to play a crucial role in engaging consumers, building communities, and communicating brand values and as such, I utilise digital tools and data-driven insights to tailor marketing campaigns, optimise customer engagement, and track performance metrics. We are also starting to see some companies leveraging digital platforms to provide greater transparency of their products whole sustainability journey. I feel this is a positive step forward in providing customers with increased clarity and knowledge around environmental impact and is something we are looking to incorporate at Danilo.

Finally, you’re such a valued member of the POC network, what advice or thought would you offer to the next generation coming into the retail and brand industries looking to make change?

That’s very kind of you to say. For the next generation, I would give the following advice:

Educate yourself – Take time to educate yourself on sustainability issues, trends, and best practices within the retail and brand industries. Stay informed about environmental and social challenges, as well as innovative solutions and strategies for driving positive change.

Integrate sustainability into your skillset – We all recognise that sustainability is becoming increasingly integral to the retail and brand industries. As you develop your skills and expertise, make a conscious effort to incorporate sustainability principles into your work, whether it’s in marketing, product development, supply chain management, or customer engagement.

Be an advocate for change –  Don’t underestimate the impact you can have to create change in your company. Use your voice, influence, and expertise to advocate for sustainability initiatives that align with your values.

Collaborate and network – Building relationships with like-minded professionals and organisations is always a great idea and I am grateful to POC to enable me to have such great networking opportunities. 

Stay resilient – Be patient and remember that progress takes time. Every small step forward is still helping to contribute to a more sustainable future.

Continuously learn and adapt – The field of sustainability is constantly evolving, so keep researching and continue to be open-minded to new ideas, technologies, and approaches that could further advance your company’s sustainability goals.

Sustainability can be fun – Doing the right thing doesn’t mean doing the less exciting thing. Get creative! Finding sustainable solutions forces you to think outside the box and often the results will be even more fun and inspiring that doing the things the way they’ve always been done.

What a wonderful and thoughtful note to leave on, Thank you Claire!