Awareness Is Marketing: Sara Carty from Unboring

We’re continuing our interview series, conversations with people doing honest, thoughtful, and sometimes unexpected work both in and out of the cyber security awareness space.

The goal? To bring new perspectives to the table. Whether it's reshaping how we talk about risk, rethinking our tools, or digging into what really drives behaviour.

🎙️ The Awareness Angle Interviews continue!

When Sara Carty got tired of seeing the same old marketing in cybersecurity,  padlocks, hoodies, and generic FUD, she didn’t just complain. She built Unboring, a marketing studio helping vendors tell better stories, connect with real people, and stand out in a sea of sameness.

In this episode, Sara joins Ant for a smart, funny, and refreshingly honest conversation about what awareness professionals can borrow from great marketing. And why standing out doesn’t need to cost a fortune.

Expect bold takes, practical ideas, and plenty of laughs as we get into:

• Why “humans are the weakest link” is lazy messaging. And what to say instead
• The magic of storytelling and how marketers and awareness teams can connect through emotion, relatability, and human-centred narratives
• Marketing lessons from Red Bull, Surreal Cereal, and James Bond
• What security awareness can learn from B2C brands. And why we’re still playing it safe
• AI fatigue, buzzword bingo, and the danger of campaigns that speak “tech” but not “human”

You’ll also hear:

• How a cyber espionage course sharpened Sara’s thinking on communication and influence
• The real reason your internal comms might be getting ignored
• Why you should treat awareness like a brand. And why employees are your best storytellers

This one is for anyone trying to make security stick. Because attention isn’t free. You have to earn it.

Connect with Sara on LinkedIn and check out unboring.digital to learn more.