Dentsu and
- Marketing a Better Future is
- The newly identified organisational intention-action gap is as big a challenge as the consumer intention-action gap to achieve 2030
- Radically reimagining the role of marketing to make sustainable transformation its organising principle could help achieve 40-70% reductions in greenhouse gasses.
With the exponential growth of Asian economies, spending power is moving East with the region shaping global consumption trends. This gives Asian consumers and companies a new and unique responsibility, especially as the region is expected to bear the brunt of climate-related catastrophes. Consumer behaviour urgently needs to shift to more sustainable habits and lifestyles. According to
Marketers are failing, however, to grasp the opportunity. Dentsu and
In order to achieve deep, needle-moving advancement in sustainability, the study found marketing functions need a philosophical revamp: to be given a mandate to drive innovation beyond short-term sales KPIs, to create growth that is good for society and the planet as well as business. Corporate sustainability transformation and sustainable consumption need to become the organising principle around which marketing functions. The study predicts that by making this radical change, brands will be able to drive the behaviour and lifestyle shifts required to achieve the 40% - 70% reductions in greenhouse gas emissions that the sixth IPCC assessment report estimates as achievable.
Trezelene Chan, Head, Sustainability Practice, Kantar APAC added, "We already know that the consumer intention-action gap is a problem for marketers, with 56% identifying it as a major challenge. Only 17% of Asian consumers actively change their behaviour to be more sustainable, despite 98% of Asians saying they will. Our study reveals, however, that the organizational intention-action gap is an equally important challenge to be addressed. Although 73% of marketers believe sustainability is important for business continuity and value growth, the study uncovered tactical and fundamental barriers that hinder marketers from taking on meaningful sustainable leadership. These include focus on short-term sales growth targets above all other KPIs, lack of clarity within the marketing function around metrics of success in relation to sustainability goals, and lack of adequate resources or capability building for sustainability within the marketing function. Innovation, collaboration and ownership across the different business functions against a clear set of sustainability goals will be required. Sustainability initiatives by the brand need to address consumers' and the planet's needs holistically and simultaneously. This means a whole new mindset for marketers and their corporate leaders."
Download the report here.
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Notes for editors:
Participating markets:
Dentsu's Social Impact commitments: Find out more on our website https://www.dentsu.com/who-we-are/social-impact along with our commitments to SDG12 https://www.dentsu.com/sustainable-world
For more information, contact:
Marketing & Communications Director Asia Pacific
anna.lake@dentsu.com
About dentsu
Dentsu is the network designed for what's next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Taking a people-centered approach to business transformation, we use insights to connect brand, content, commerce and experience, underpinned by modern creativity. As part of
https://www.dentsu.com/
https://www.group.dentsu.com/en/
About
Our Sustainable Transformation Practice works at the intersection of consumers, brands and environmental & social sustainability. Our practice works with brands to drive meaningful change and unlock the value-action gap. We work with over 400 brands as a catalyst for action across multiple sectors and across the world. Our approach to sustainable brand-building stretches from strategic framing through innovation and comms activation to measurement programmes.
http://kantar.com/expertise/sustainability
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