We all want to do the right thing regarding recycling, right? If you're reading this, then it's likely you're in the 90% of UK consumers who claimed to recycle household waste, including print daily or several times per week.

When thinking about sustainable marketing, often we think about the channels we use, or materials we use in a physical sense. We overlook things like the audience targeting, data cleanse & optimisation, which have a big impact on minimising wastage.

Generative AI platforms are remarkably easy to use. But we must remember that generative AI cannot read our minds (at least, not yet!). Generative AI is only as effective as the prompts you provide it with and the data fed into it.