Grantown-on-Spey business Strath Communications in sustainability re-brand
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Developing and supporting women’s enterprise is proven to be critically important for overall business and economic prosperity.
Jennifer Macdonald-Nethercott, managing director of Strath Communications knows this, and is on a mission to inspire young female entrepreneurs in their careers.
She is also an advocate for the planet, ensuring that she brings sustainability into each part of her work and launched her second business Wilder Waves in 2021.
Based in Grantown-on-Spey, Strath Communications is a marketing consultancy helping busy entrepreneurs and business owners create marketing strategies and plans that have a purpose to deliver for their business objectives, their stakeholders and the planet.
Jennifer spoke to Executive Magazine, about why she originally started Strath Communications and what led her to launch Wilder Waves.
“I’ve been a marketer for over 22 years and for the last four years I have been running my own business, Strath Communications”, she said.
“I took the decision to leave a corporate role as I wanted to be in control of my own career, my expertise was not being utilised within the business and I knew I needed to take back control if I really wanted to lead the life I wanted.
“In June 2021 I also launched Wilder Waves as I wanted to create a brand that had a purpose and gave back to charity, but also had a sustainable element too by using sustainable cotton and being delivered in recycled paper packaging.”
Speaking about what she’s discovered through her Wilder Waves journey, she said:
“What I’ve learnt about sustainability through starting a second business and the UN
Sustainability Goals has led me down a path that I’m really excited about.
“I enjoy sharing how we can use marketing to be sustainable in our businesses, and how we can have those conversations with stakeholders
“While we don’t have to be fully sustainable or net zero yet, we do need to be starting to make changes now.”
Strath Communications is now following a three point vision to create marketing that positively impacts the local economy and promotes having a more sustainable lifestyle.
Her business vision is: To protect our planet; To create for our communities;To generate profits with purpose.
“By combining all three we can create a future for our businesses, our communities and our planet and make waves in marketing”, said Jennifer.
“Sustainable marketing is about more than being green or doing good in the community.
“It’s proudly promoting environmental and socially responsible brand values and practices, sincerely sharing your actions with your target audience and making a positive impact in your industry by standing out from the competition.
“This is where a sustainable marketer like me can help businesses.
“I can make sure that sustainable messages are delivered through all your marketing communications, both internally and externally, honestly and transparently.
“It can humanise brand messages, help stand out in the market and create another reason why customers should choose a business over the competition.
“Of course, I understand that business goals and profits are still key, however, looking after our community and the planet will also take care of profit.
“Sustainable marketing is a great way to promote eco-friendly aspects of a company and create positive change for our business, our community and the world around us.”
Jennifer is also a Women’s Enterprise Scotland (WES) ambassador, which has allowed her to share the opportunities, challenges and successes of being a woman in business.
Although women owned businesses contribute £8.8bn to the Scottish economy each year and 51 percent of start-ups in Scotland are women led, there is still a disparity.
Majority women-owned businesses make up just 20 percent of SMEs in Scotland and just 14 percent of SME employer businesses.
“Women still have a different experience to men in business, with challenges including: access to finance; disproportionate caring responsibilities; and access to networks; mentoring; and role models,” explained Jennifer.
“By becoming a WES Ambassador I can help bring focus to these challenges and develop support for women in business as part of our future economic prosperity in Scotland.
“WES launched a manifesto for change in 2021 with key priorities including advocating for a more gender equal economy, enabling greater access to finance, and establishing a women’s business centre model.
“Having more women contributing to successful businesses in our economy will lead to greater opportunities for women.”
She added: “I want to show young girls and women that running your own business is a viable career path, especially in a rural area.
“Now that I have a teenage daughter, I see the pressures put on them and I want to inspire my daughter to take all the opportunities given to her and shape her own path.”
Having just attended the 2022 Highland Business Women Awards, Jennifer was inspired to be surrounded by the finalists all in one room.
She said: “Hearing the different paths each one had been on to reach the awards this year was truly inspiring and makes me really proud to live and have my business based in the Highlands.
“We have so many untapped abilities and opportunities it was fantastic to see this all being shared on the night.”
Explaining what characteristics she has held onto to get her where she is today, she said:
“I have learnt that personal development is key.
“Never stop learning, push yourself out of your comfort zone and surround yourself with supporters.
“Believe in yourself as you were strong enough to start a business and you will be strong enough to go down the next path and make time for yourself to reflect on your achievements big and small.”
