21 October 2024 – NUED©Creative Sustainability is proud to announce the launch of the Ethical Innovation Lab, an unprecedented initiative aimed at transforming marketing with a commitment to integrity, responsibility, and sustainability. Under the visionary leadership of CEO Anton Keller, NUED is challenging conventional wisdom, proving that you don’t need formal titles or degrees to make groundbreaking changes. Alongside Interim Head of Sustainability Anthony Humble-Smith, Keller is on a mission to make ethical marketing the new standard—and to show that Good People Always Win.
Known for pushing the boundaries of what people think is possible, Keller has never shied away from a challenge. “I’m not a professor of marketing, and I don’t have a traditional degree in the field,” Keller said. “But I believe that if you set your mind to something, anything is possible. I’m here to prove that we can do what others think can’t be done, and to inspire a new generation of marketers who want to make the world a better place. This isn’t just about ethics—it’s about setting a new standard where integrity leads and good people win.”
The Ethical Innovation Lab is the first of its kind, designed to not only set new benchmarks in ethical marketing but to share each step of the journey with the world. By offering free access to resources such as research papers, articles, courses, and toolkits, the Lab aims to empower marketers, businesses, and individuals to adopt ethical practices that build trust and foster transparency. Keller’s daring vision is brought to life by the analytical expertise of Anthony Humble-Smith, a sustainability expert who excels at turning complex challenges into simple, actionable frameworks.
“Anton has the big ideas, and I bring the scientific rigor to make them a reality,” said Humble-Smith. “Together, we’re building tools that make ethical marketing accessible to everyone—from startups to large enterprises. We’re not just talking about change; we’re creating the frameworks that will make it possible.”
As the Ethical Innovation Lab launches, Keller and Humble-Smith are focused on establishing three primary pillars of impact: ecological, social, and economic. Their first project will be a comprehensive framework for measuring and minimizing the ecological footprint of marketing activities, including carbon emissions, water and energy consumption, biodiversity, and waste. This will lay the foundation for a series of initiatives aimed at documenting marketing’s lifecycle impacts and setting new standards for sustainable practices across the industry.
NUED will transparently document the Lab’s journey, inviting the world to follow along as Keller and Humble-Smith work to make ethical marketing accessible and achievable for everyone. Through regular updates on social media, blog posts, and video diaries, the Ethical Innovation Lab will create a community of like-minded people and organizations who believe in the power of responsible marketing. Keller’s message is clear: “Do what you can’t. When we push ourselves beyond our limits, we inspire others to see what’s possible, too. This Lab is for everyone who believes in a future where marketing can truly be a force for good.”
The Ethical Innovation Lab’s mission is to make sustainable, responsible marketing the rule, not the exception. Through ecological impact assessments, social responsibility initiatives, and economic sustainability projects, Keller and Humble-Smith are creating a foundation that will endure far beyond NUED. By setting standards that prioritize transparency, inclusivity, and environmental stewardship, NUED aims to lead by example—and to inspire an industry-wide movement where integrity triumphs.
“My goal is simple but powerful: to prove that good people really do win,” Keller added. “We’re creating a legacy where integrity and purpose are at the heart of every campaign, and where we leave a positive impact on the world. If you’re passionate, if you believe that almost anything is possible, then this journey is for you. Join us, and together, let’s build a future we can all be proud of.”
The Ethical Innovation Lab represents the fusion of Keller’s visionary ambition and Humble-Smith’s data-driven approach, bringing to life a shared commitment to redefine marketing for the better. NUED Creative Sustainability invites you to follow along, learn with us, and join in this transformative journey toward a more responsible, ethical marketing industry.
