MARKETING A BETTER FUTURE
BRAND POSITIONING
/
MARKETING A BETTER FUTURE: WHY MARKETING MUST LEAD THE NEW WAVE OF CORPORATE SUSTAINABLE TRANSFORMATION ― The newly identified organisational intention-action gap is as big a challenge as the consumer intention-action gap to achieve 2030 Sustainable Development Goals (SDGs.) Radically reimagining the role of marketing to make sustainable transformation its organising principle could help achieve 40-70% reductions in greenhouse gasses. by Trezelene Chan, Head Sustainability Practice APAC, Kantar
Dentsu and Kantar's special report on corporate sustainability has revealed that Marketing and Insights departments lag behind other business divisions when it comes to executing and measuring progress on their sustainability objectives.
M
arketing must be radically reimagined to achieve 2030 Sustainable Development Goals and marketers play an important role in achieving corporate sustainability ambitions. With the exponential growth of Asian
41 / orient-magazine.com
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 Kantar’s latest Global Issues Barometer, climate issues are a key concern with nearly 60% of consumers globally saying they experience eco-anxiety which is driving
Issue 92 / May 2023