In the latest MAD//Moments interview from this summer’s MAD//Fest, Phil Clark, Senior Director at Canada Goose, said that it’s the industry’s responsibility to mitigate the effects of digital media.

Phil Clark, Senior Director for paid media and digital marketing at Canada Goose, shares insights on the intersection of Gen Z targeting, mental health, and sustainability in digital media. He emphasizes the importance of thoughtful, segmented marketing that goes beyond automation, noting, “Segmentation, relevant marketing, marketing with intent is the way to make sure you're speaking to your audience in a relevant way.” This approach, he argues, fosters more meaningful connections with audiences, especially younger generations, without simply "feeding the algorithms."

Clark also highlights the industry's responsibility to mitigate the negative effects of digital media on young people's mental health, linking this responsibility to the growing emphasis on sustainability. He draws a parallel between reducing carbon footprints and improving digital marketing's impact on mental well-being, suggesting that both goals can lead to better performance outcomes. According to him, taking control of audience targeting and messaging is key, rather than relying solely on machine learning or non-transparent practices: “Take control back, segment audiences, test, optimize...it’s never had bad results for me.”

In summary, Clark advocates for a human-centric, intentional approach to digital marketing that balances innovation with ethical considerations, particularly for younger, more vulnerable audiences.

Asking the questions was Tom Ollerton, Founder, Automated Creative.