The fascinating (and sometimes sneaky) history of marketing’s role in climate change.

With John Gorman of Cachet and Medium fame. In this final episode, John introduces his “four C’s” framework—Clarity, Consistency, Compassion, and Channels. A smarter, trust-building alternative to fear-based messaging. With wit and wisdom, the episode challenges business leaders to ditch shame tactics and embrace communication that empowers, connects, and inspires real change.

Because saving the planet shouldn’t require a guilt trip. Just a better message.

Ready to benchmark your leadership impact? Take this 5-minute Stewardship Quiz and get a personalized report showing exactly where you rank - plus actionable strategies to elevate your performance.

The 5Cs Podcast connects forward-thinking executives who are building sustainable competitive advantages while driving positive impact. Think of it as an exclusive network of leaders who understand that stewardship isn't just good ethics - it's good business.

Connect with Charlene Norman on LinkedIn, subscribe to our Substack for strategic insights, or download the full series on Spotify and Apple.

The fascinating (and sometimes sneaky) history of marketing’s role in climate change. With John Gorman of Cachet and Medium fame. We do a deep dive into the long-term consequences of shame-based marketing. We’ll go deep into the nuances of shame-based marketing, its psychological fallout, and—most importantly—how to build trust and community in a fractured world.

This episode is a masterclass for business leaders and executives who want to understand not just what works in marketing, but why it works (or doesn’t), and how these strategies shape our society—especially in the context of climate change.

Covering

-The Problem with Shame-Based Marketing

-The Psychological Fallout: Learned Helplessness and Distrust

-The Social Cost: Alienation, Radicalization, and the Flat Earth Phenomenon

-Why Facts Don’t Change Minds—But Belonging Does

and more

Ready to benchmark your leadership impact? Take this 5-minute Stewardship Quiz and get a personalized report showing exactly where you rank - plus actionable strategies to elevate your performance.

The 5Cs Podcast connects forward-thinking executives who are building sustainable competitive advantages while driving positive impact. Think of it as an exclusive network of leaders who understand that stewardship isn't just good ethics - it's good business.

Connect with Charlene Norman on LinkedIn, subscribe to our Substack for strategic insights, or download the full series on Spotify and Apple.

The fascinating (and sometimes sneaky) history of marketing’s role in climate change. With John Gorman of Cachet and Medium fame, we delve into the art—and occasional trickery—of automotive advertising. John unpacks the origins of “Truck Month,” revealing how clever timing and aggressive tactics turned pickups into profit powerhouses. The conversation takes a witty detour into shame-based marketing, exploring how brands manipulate emotions to drive sales, sometimes at the cost of trust. With sharp insights and a dash of humor, we challenge business leaders to rethink profit-driven strategies and imagine a more ethical, sustainable approach to marketing.

Key ideas and concepts

-The Anatomy of "Truck Month": More Than Just a Sale

-The Profit Engine: Why Trucks Dominate the Market

-Shame-Based Marketing: The Psychology Behind the Pitch

-The Long-Term Risks: Eroding Trust and Brand Value

-Beyond the Auto Industry: Shame in Health, Wellness, and Sustainability

-Rethinking Corporate Priorities: A Call to Action

Ready to benchmark your leadership impact? Take this 5-minute Stewardship Quiz and get a personalized report showing exactly where you rank - plus actionable strategies to elevate your performance.

The 5Cs Podcast connects forward-thinking executives who are building sustainable competitive advantages while driving positive impact. Think of it as an exclusive network of leaders who understand that stewardship isn't just good ethics - it's good business.

Connect with Charlene Norman on LinkedIn, subscribe to our Substack for strategic insights, or download the full series on Spotify and Apple.

The fascinating (and sometimes sneaky) history of marketing’s role in climate change. With John Gorman of Cachet and Medium fame, we unpack how campaigns like “litter bug” and the infamous crying Native American ad cleverly shifted blame from corporations to consumers, turning shame into a business strategy. With wit and insight, John challenges business leaders to rethink responsibility—asking what might have happened if industry, not individuals, had been held accountable from the start. A must-listen for executives ready to lead real change.

Key Highlights

-The Birth of "Litter Bug"

-Corporate Maneuvering

-Iconic Campaigns with Hidden Agendas

-The Power of Shame

-Imagining a Different Path

Ready to benchmark your leadership impact? Take this 5-minute Stewardship Quiz and get a personalized report showing exactly where you rank - plus actionable strategies to elevate your performance.

The 5Cs Podcast connects forward-thinking executives who are building sustainable competitive advantages while driving positive impact. Think of it as an exclusive network of leaders who understand that stewardship isn't just good ethics - it's good business.

Connect with Charlene Norman on LinkedIn, subscribe to our Substack for strategic insights, or download the full series on Spotify and Apple.

The Do-Better Revolution: From Broken Systems to Universal Design

The final in this three part series with guest Kim Scofield of Blonde Bad Wolf, we complete the discussion about fixing the structural issues behind why messages about climate, sustainability and all things green are not landing. And end with a game changing use of AI to immediately see and feel the easy, inexpensive and highly effective ways we can we put in place.

Ready to benchmark your leadership impact? Take this 5-minute Stewardship Quiz and get a personalized report showing exactly where you rank - plus actionable strategies to elevate your performance.

The 5Cs Podcast connects forward-thinking executives who are building sustainable competitive advantages while driving positive impact. Think of it as an exclusive network of leaders who understand that stewardship isn't just good ethics - it's good business.

Connect with Charlene Norman on LinkedIn, subscribe to our Substack for strategic insights, or download the full series on Spotify and Apple.

It's Not Them, It's Your Structure: Simple Fixes That Change Everything

The second in a three part series with guest Kim Scofield of Blonde Bad Wolf, we discuss the structursl issues driving the reasons why messages about climate, sustainability and all things green are not landing. And provide easy, inexpensive and highly effective ways we can we put in place to make messaging more effective.

Ready to benchmark your leadership impact? Take this 5-minute Stewardship Quiz and get a personalized report showing exactly where you rank - plus actionable strategies to elevate your performance.

The 5Cs Podcast connects forward-thinking executives who are building sustainable competitive advantages while driving positive impact. Think of it as an exclusive network of leaders who understand that stewardship isn't just good ethics - it's good business.

Connect with Charlene Norman on LinkedIn, subscribe to our Substack for strategic insights, or download the full series on Spotify and Apple.

The Right-Handed World: Why Your Climate Message Isn't Landing

The first in a three part series with guest Kim Scofield of Blonde Bad Wolf, we discuss the reasons why messages about climate, sustainability and all things green are not landing and easy, inexpensive and highly effective ways we can we put in place to make messaging more effective.

Ready to benchmark your leadership impact? Take this 5-minute Stewardship Quiz and get a personalized report showing exactly where you rank - plus actionable strategies to elevate your performance.

The 5Cs Podcast connects forward-thinking executives who are building sustainable competitive advantages while driving positive impact. Think of it as an exclusive network of leaders who understand that stewardship isn't just good ethics - it's good business.

Connect with Charlene Norman on LinkedIn, subscribe to our Substack for strategic insights, or download the full series on Spotify and Apple.