Howard is an experienced marketing researcher specialising in branding, innovations and communications development. Howard founded Pollinate, a strategic research consultancy, eleven years ago to better understand how ideas spread in order to manage consumer behaviour change and influence positive transformations for society. Howard is a Director of leading advocacy agency Social Soup, a non-executive director of Planet Ark, one of Australia’s leading environmental organisations and is a frequently requested workshop facilitator and public speaker.
Presenting the results of a collaboration between pollinate and Planet Ark which addresses the dominant negative framing of contemporary advertising and demonstrates how a cocreation methodology and can deliver potentially transformative behaviour change. The self-funded research follows three rounds of research, both qualitative and quantitative and sets out the principles behind positive marketing, a detailed case study and a framework for marketers to use in order to integrate positive marketing to their brand planning.