In this episode of the Sustainable Ambassador podcast, Tim Sweeney shares his valuable insights and experiences in creating the recent nine-part YouTube series telling the story of sustainability at Salomon.

Through our conversation we speak with Tim about strategies, tools, and storytelling techniques he employed to convey the brand's sustainability journey authentically, how engaging internal experts and stakeholders helped him overcome his own limitations on the topic, and why he thinks sustainability is now a core "story" that every brand and communicator needs to learn to tell.

Timestamps:

00:14 - Welcome to Sustainable Ambassador Podcast

01:10 - Tim Sweeney Introduction

01:53 - When Salomon knew it needed to better communicate sustainability

02:40 - Vision & planning for Salomon sustainability series

03:20 - Brainstorming, planning & writing the episodes

04:06 - Making it fun

04:30 - The importance of having sustainability experts involved in planning process

05:10 - Measuring success for episodes & series

05:45 - Building connections with stakeholders & branding

06:18 - Planning episodes: Facts, experts, shot lists, and finding ways to make it fun

07:55 - Core principals to telling the story of sustainability

08:40 - Being honest, and showing works in progress

09:50 - Taking feedback from social media & engaging viewers

11:07 - How series impacted internal stakeholders

12:10 - Sustainability is now a core part of communications

13:12 - Moving to "always on" approach to showcase & address sustainability

14:00 - Learning to distribute sustainability oriented content

Links to Salomon Sustainability Story series:

https://www.youtube.com/playlist?list=PLpskfzTlpo4jB6OGRuISUzf0psTfjMXUs

About Tim Sweeney

Tim is a globetrotting storyteller with two decades of experience as a writer, a marketing professional, an on-camera presenter, and a broadcaster.

Professionally, he's worked for major sports brands and media outlets in the US, Australia, and Europe. Most recently, in marketing communications and content creation roles for Salomon Sports and Callaway Golf.

As Head of Global Brand Narrative and Communications at Salomon, Tim oversee brand storytelling across all business units (ski, footwear, apparel, gear), guides messaging strategies for digital, CRM, social media, retail and executive teams, and leads global PR efforts directing country marketing managers and 10 international PR agencies.

Follow Tim:

Website: https://www.timsweeneylive.com

LinkedIn: https://www.linkedin.com/in/timsweeney/

Instagram: https://www.instagram.com/tesweens/

About Collective Responsibility

Based in Shanghai, Collective Responsibility is a strategic advisory firm founded by Richard Brubaker, one of Asia’s most recognized authorities on sustainability, innovation and responsible leadership.

Founded with the fundamental belief that a sustainable world can only be achieved through awareness of issues, finding tangibility in business cases, and development of cross-sector collaboration, Collective Responsibility acts as a knowledge base, catalyst, and facilitator between stakeholders.

Our mission is to:

– Create a knowledge base and catalyze discussion of issues related to the development of civil society, business sustainability and social development in Asia.

– Develop tangible interests, engagement, and action on issues of sustainability (economic, environmental and societal).

– Develop organizational capacity with the aim to help create stable and profitable enterprises.

Contact Us:

Social@coresponsibility.com

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