Marketing continues to lag behind other areas of business, with nearly one in four brands still only taking the first steps in on their sustainability journeys – but new research shows there is now a will to make the changes that are needed.
Sustainable Marketing 2030, a study conducted by the World Federation of Advertisers in partnership with Kantar’s Sustainable Transformation Practice, identifies a greater ambition to transform, with 90% of marketers agreeing that sustainability agendas need to be more ambitious, and 94% saying we need to act more bravely and experiment to drive transformative change.
The report identifies what marketers need to do to transform faster, detailing the structural challenges to be overcome including a lack of internal resources, the perception that sustainability is expensive and the need for a P&L that factors in planet and profit. It also, includes a circular marketing framework that reimagines marketing’s role within the business, and its ability to drive growth in a way that is compatible with a sustainable future.
This ground-breaking new study, covering 48 countries and nearly 1,000 marketers from organisations of all sizes and sectors, will help you rate your progress and identify the capabilities your organisation needs to succeed on its sustainability journey.
To find out how marketing will need to evolve in a sustainable future, download the report here.