In partnership with the United Nations Global Compact, Kantar’s Sustainable Transformation Practice has spent the past year consulting CMOs across the globe to identify the guiding principles that will make the marketing industry more sustainable. Using our expertise in consumer insights, brand growth and sustainability consulting, we have the tools to measure marketing’s intention-action gap, inform the marketing world on progress, and support initiatives to close the identified gaps in marketing’s sustainable transformation.
We are delighted to expand the potential and scope of our impact by reaching patron status with the UN Global Compact, the world’s largest sustainability initiative launched by the United Nations and backed by the UN Secretariat. Moving from theoretical to practical action, 20,000 companies are active participants with the UN Global Compact and have committed to reporting against their 10 corporate sustainability principles. Together, we have combined our expertise to build the CMO Blueprint for Sustainable Growth, an important step to set a global standard on sustainable marketing.
A message from our CEO
Hear from Chris Jansen, Chief Executive Officer of Kantar, on the significance of our global partnership with UN Global Compact.
Through CMO interview findings and regional consultations, the UN Global Compact identified a critical need for a unified approach to sustainable growth and marketing. CMOs and marketing teams require a common language to define sustainability, clear guidance for best practices, a robust measurement system to track progress, and access to case studies and resources to drive meaningful action.
This is a call to marketing leaders: engage with the CMO Blueprint, join the zero-base measurement survey, and redefine growth for a sustainable future. Let’s make sustainability a force for business and good at the same time.
Our unified framework
Centered around five key pillars, the framework offers actionable steps marketers can take to embed sustainability across growth strategy, brand strategy, innovation, communications, advertising and media, and collaboration and partnerships.
Growth Strategy
Embed a sustainable growth strategy at the heart of your business with guidance on how to set sustainability KPIs not just in the marketing function but across the value chain. Learn more
Brand Strategy
Understand how to align brand purpose with sustainability goals to create more meaningful marketing that drives long-term change. Learn more
Innovation
Drive innovations that align with both consumers' expectations and sustainable development goals. Learn more
Communcation, Advertising & Media
Shift from campaign-based messaging to long-term purpose-driven storytelling. Learn more
Collaboration's & Partnerships
Collaborate with NGOs, clients and industry peers to scale sustainable impact, amplify reach and credibility. Learn more
Measure progress against the five key pillars behind marketing’s sustainable transformation with our CMO Blueprint benchmark survey. Designed for CMOs and senior marketing leaders, take part to assess progress, identify gaps and accelerate sustainable transformation within your organisation.
Fill in the survey, assess where you are and we will provide you with an overview of your scores benchmarked against those of the industry's.
About Kantar and the Sustainable Transformation Practice
As a Data Positive company, Kantar is committed not just to using data responsibly, but to helping clients understand, explore and activate sustainable marketing strategies to drive positive impact and growth. Currently, 85% of consumers want to make more sustainable decisions but only 29% of people are actively changing their behaviour. Kantar’s world leading insights, proprietary methodologies and expertise ensure that brands can close this gap to positively impact brands, people, and the planet.
When 68% of people globally believe that brands engage in sustainability purely for commercial gain, it’s essential that sustainable marketing builds trust, earns credibility, and reinforces accountability. Through its Sustainable Transformation Practice, Kantar has established itself as the ‘industry currency’ for sustainable marketing. The practice has partnered with over 800 brands to develop data-driven sustainability strategies that both inspire confidence and position sustainability as a core driver of long-term brand value.
We are at a tipping point. As climate change, social inequality and economic instability accelerate, businesses can no longer afford to watch from the sidelines. Companies that act now aren’t just managing risk but leaning into opportunity. Research shows sustainability already adds $0.2 trillion to the brand value of the world’s top 100 brands, with the potential to add $2.7 trillion by 2040.
Yet, our sustainable marketing 2030 study, in collaboration with the World federation of advertisers, show that marketers also face a significant ‘intention-action gap’ marketers see the need, the opportunity and the responsibility but often lack the means, expertise and influence to turn intention into impact. By partnering with UN Global Compact, we aim to scale our impact to the next level by establishing a unified approach to close the identified gaps in marketing’s sustainable transformation for good.
Our expert leaders on sustainable marketing
Led by Ozlem Senturk and Jonathan Hall, talk to our industry leading experts on Sustainable Marketing to learn more.
Jonathan Hall,
Managing Partner, Sustainable Transformation Practice
Email: Jonathan.Hall@kantar.com