Meet Laura, an impact-first marketer on a mission to help social and climate innovators scale their impact through regenerative marketing strategies and transform marketing into a force for good. As the founder of The Marketing Palette, she collaborates with a network of independent creatives to support impact-focused organisations across sectors like education, clean energy, mental health, gender equality, tech for good and more.
In this interview, we talk about regenerative marketing, what has influenced her marketing philosophy and approach, and her advice to aspiring marketers, among other things. It’s packed-full of fantastic insights and new perspectives, and we are sure you will enjoy it as much as we did!

Photo courtesy of Laura Tufis
Q: Can you take us on a journey through your career and how you founded The Marketing Palette? What drove you to where you are today?
My journey in the impact space started back in 2011, after a brief stint in the corporate world. Very quickly, I became disillusioned with the sole pursuit of profit and our efforts mainly being focused on making more money for a select few.
This led me to a seemingly paradoxical question: could I reconcile my marketing and business background with the growing indignation I felt towards the injustices and inequalities of the world?
I instinctively knew that marketing has the potential to grow meaningful movements and help organisations in these spaces make a greater impact.
So during this time of research and soul searching, I was lucky enough to come across an international education organisation that was looking for a marketing coordinator. And that’s how my journey in the impact space began 13 years ago.
Throughout this journey, it became clear to me that for the impact space to really thrive, we need to break free from the traditional marketing models we’ve all been used to. We need to challenge business-as-usual, unlearn a lot of the things we’ve been taught in business school, and dare to reimagine a new paradigm.
As a result, a mission emerged (evolving its phrasing over time but staying rooted in the same principles): deepening the marketing for impact approach through a regenerative mindset. One that rejects overconsumption, manipulative tactics and growth at all costs, and focuses on real honesty, deep empathy, collective well-being and ecological restoration.
In September 2020, after a few years of on-and-off consultancy alongside my jobs, I decided to turn The Marketing Palette into a full-time business.
Q: For those unfamiliar, could you explain what regenerative marketing is and how it differs from traditional marketing approaches?
In essence, regenerative marketing puts all life at the centre of our economies. It helps build moral imagination and cultivate social and ecological consciousness.
It recognises the fallacy of endless growth on a finite planet and says a big “NO” to extractivist practices (material and mental), planned obsolescence, made-up needs and manipulative tactics.
Instead, it draws inspiration from nature. It acknowledges the interconnectedness of our ecosystems and the need for deep collaboration, reciprocity, genuine inclusivity, and systems thinking.
It shifts the focus from driving overconsumption and pushing products at all costs to designing initiatives for the wider ecosystem and the stakeholders involved, and prioritising collective wellbeing within planetary boundaries.
While a common misconception is that money doesn’t fit very well into this equation, in reality, a regenerative marketing doesn’t exclude financial viability. It shifts from profit-centric to ensuring financial sustainability for organisations, while also asking: ‘What is enough?
A great example is Ecosia, the search engine that plants trees.
Ecosia directs profits to climate action, focusing on global tree-planting and ecosystem restoration. They aim for net-zero impact, generate surplus solar energy, and prioritise data privacy by not selling personal information to advertisers. Just look at their financial reports – a testament to the viability of a regenerative model.
In a world marked by social inequality and environmental degradation – where the 1% richest own nearly half of the world’s wealth, where 1 in 4 people will face mental illness, and where we’ve surpassed 6 of the 9 planetary boundaries crucial for planetary health – it’s clear that a radical transformation is urgently needed. Business as usual won’t cut it anymore.
Regeneration, healing and connection are desperately needed. And marketing, with its creative power to shape trends and perceptions, needs to get on board.
Q: As a member of the Regenerative Marketing Movement, can you tell us more about your role in it and what specific contributions you make in shaping principles for organisations transitioning to a regenerative approach?
Initiated by Minou Schillings, Moh Al-Haifi, Lee Fitzpatrick and Flora Rosenow, the Regenerative Marketing Movement brings together a diverse group of marketing pioneers and regeneration enthusiasts to envision the future of marketing in a regenerative, post-growth society. The goal is to inspire people to (un)learn, imagine and transform marketing into a force for social and ecological regeneration.
We’re currently developing a set of principles, guidelines, and content aimed at enabling marketers worldwide to become catalysts for regeneration.
It’s basically a community-driven process where we meet regularly to brainstorm and collectively shape these principles. I’m also involved in developing a framework to unify these principles into a framework for organisations to easily integrate them. The collective is also beginning to create and curate content centered around these principles. You can learn more about the movement on Substack and LinkedIn.
Q: Reflecting on your career, can you share some pivotal moments or projects that have significantly influenced your marketing philosophy and approach?
For me, it’s about the accumulation of different moments – encounters with different people, projects I got to work on, communities I’ve joined, and resources I’ve tapped into. They’ve all contributed to my perspective on marketing and impact.
Yet, I have to say, my work in international development made me pause. While the sector is filled with dedicated individuals, there are ongoing blind spots and power imbalances. Funding often sidelines communities meant to lead, perpetuating historical power dynamics that need addressing for real change.
But here as well, there are some brilliant examples. Organisations like Mama Cash and Frida Young Feminist Fund lead the way with participatory grantmaking models, showcasing alternative pathways toward inclusive and equitable development.
This reflection led me to create the Cause Canvas model—a strategic marketing framework designed to anchor impact-driven organisations in their purpose and ensure they stay connected to their wider ecosystem. Its purpose is to ensure the active engagement of all stakeholders, leading to a collective promise and approach that honours everyone’s needs and aspirations. Right now, I’m tweaking the canvas based on recent learnings, but you can check out the older version here.
It is from this journey that my focus on ecosystems in marketing has emerged.
Q: In running an impactful business, what challenges have you faced? And conversely, what has been the most rewarding aspect of helping innovators scale their impact?
One challenge is people’s frequent doubt whether this approach can work, especially with the status quo dominating the landscape. Businesses want quick results, and I’m not immune to that pressure myself. It’s an ongoing process of unlearning habits, which extends to a personal level as well. Plus, we need more success stories to prove that it works, yet achieving that requires more businesses embracing the approach. So it’s a chicken-and-egg situation.
Moreover, given the relatively small scale of the movement, such initiatives risk being drowned by the big advertising budgets of large corporations, which often make superficial sustainability claims.
However, one thing is for sure: perseverance pays off. By staying committed and doing the work, you start crossing paths with like-hearted people who share the vision and are excited to try a different approach.
For instance, thanks to the content I’ve shared, in December 2022, I was invited by Acumen Academy to host a webinar on ethical marketing for their community of social entrepreneurs. This also led me to collaborate with an inspiring organisation called Brio. They work alongside communities to cultivate psychological flexibility and healing in challenging contexts, transforming mental health into a community-led, inclusive and values-driven journey.
In addition, I’m currently exploring partnership possibilities with the University of Applied Sciences in Utrecht for their Creative Business and Sustainable Business Transition programmes. These connections and initiatives are proof that more and more people are eager to see real change. We just need to come together and make it happen.
Q: If you could offer a single piece of advice to marketers aspiring to create positive change, what would it be?
There are countless regenerative initiatives out there, working to improve lives, break unjust systems and restore our planet. My advice – join them!
The impact space needs more marketing partners. Together we can co-create imaginative ideas, spread awareness, and accelerate progress toward the social tipping points necessary to start regenerating our societies and the planet.
Equally important is having patience while working towards these goals. Doing marketing the regenerative way comes with prioritising lasting, deep impact over quick metrics and superficial results. It involves building strong foundations, fostering long-term connections, and engaging in sustained, meaningful efforts over time.
Q: Finally, as someone deeply committed to positive impact, can you share a vision that inspires you for the future? What are your hopes for regenerative marketing’s impact?
I hope to see businesses, institutions, and communities challenge conventional practices, question relentless growth, and collaborate to reshape the business landscape with a regenerative focus. So that everyone can thrive, not only a select few.
As we know, in nature, growth isn’t infinite. It reaches a point of balance, allowing other parts to flourish as well. As Kate Raworth points out, unchecked growth in humans is cause for concern and requires urgent action.
So what if business pondered these realities and asked: ‘What is truly enough?’
Studies show that when approximately 25% of a population embrace an idea, a social tipping point is reached, triggering widespread transformation. This suggests that creating significant social change may be more attainable than previously thought. I believe that is a reason for hope and a call to action!
Q: Finally, what resources would you recommend for anyone who wants to stay informed and develop expertise in both marketing and regenerative approaches?
Some books that have deeply inspired me and shaped my thinking:
- “Less is More: How Degrowth Will Save the World’ and ‘The Divide: A Brief Guide to Global Inequality and its Solutions” by Jason Hickel
- “From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want” by Rob Hopkins
- “Utopia for Realists and How We Can Get There” by Rutger Bergman
- “Citizens: Why the Key to Fixing Everything is All of Us” by Jon Alexander
- “Biomimicry: Innovation Inspired by Nature” by Janine M. Benyus
- “The Hidden Life of Trees: What They Feel, How They Communicate” by Peter Wohlleben
- “Manifesto for a Moral Revolution: Practices to Build a Better World” by Jacqueline Novogratz
- “Setting Limits to Growth: How to Make Better Business Decisions in the 21st Century” by Marcus Feldthus & Mads Oscar Haumann
- “Designing Regenerative Cultures” by Daniel Christian Wahl
- “Regeneration: Ending the Climate Crisis in One Generation” by Paul Hawken
Books I’m really excited to read soon:
- “Regenerative Leadership: The DNA of life-affirming 21st century organisations” by Giles Hutchins & Laura Storm
- “Regenerative Business” by Carol Sanford
- “How Did We Get into This Mess?” by George Monbiot
Resources featuring relevant content / courses:
- Postgrowth Guide
- Doughnut Economics Action Lab
- (Re)biz & Project Tipping Point
- nRhythm
- Regenerators
- Project Regeneration
- Shifting Horizons for Regenerative Futures
- How to Citizen Podcast
- Growth4Good
- Brand the Change
- Interview with George Monbiot
Several communities I highly recommend:
- Creatives for Climate: a global network of professionals using creativity to take climate action.
- CoPartnerUp: a collaborative ecosystem that facilitates conscious partnerships for impact-makers worldwide. Also had the pleasure to collaborate with the founder, Claudia Marras, on several projects.
- Regenerative Ripples – a monthly learning circle on regenerative practices.
Laura Tufis is an impact-first marketer and founder of The Marketing Palette. Together with a network of independent creatives, they support social and climate innovators in scaling their impact through the power of regenerative marketing. Services include: impact marketing strategy, persona research, stakeholder journey, content strategy, website revamps, email marketing and digital workflows.
You can also follow The Marketing Palette on LinkedIn, check out the blog for more insights on the topic, and sign up for the ‘What if marketing became regenerative?’ newsletter.
Also feel free to get in touch with Laura here or on LinkedIn for a meet-and-greet, discovery call, or a chat about regenerative marketing.