The role of marketing in sustainability strategy

Sustainable Futures is a podcast from the marketing data and analytics firm, 凯度 . Hosted by Jonathan Hall , the company’s Managing Partner of the Sustainable Transformation Practice, it features conversations with industry leaders on how marketing can engage consumer behaviour in driving positive change for the planet and how business can adopt a more strategic approach to sustainability.???

Springwise CEO James Bidwell recently sat down with Jonathan to discuss how marketers can make a positive impact on their organisations in terms of a sustainability agenda. Below are three key takeaways from their conversation.

1. Think of sustainability as an opportunity??

Stop thinking about sustainability solely as a compliance or risk issue and consider it as something that is genuinely a transformational opportunity. It can be a value creator and offer a competitive advantage. As part of its most recent study, Sustainable Marketing 2030, Kantar found that over 93% of marketers feel that their function can do more, and has the ability to do more, in terms of driving a sustainability agenda.??

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2. Marketing has a pivotal role to play??

?“Most companies have a documented sustainability strategy with very clear metrics and owners, and timelines linked to the SDGs,” says Jonathan, “but many struggle to articulate that compellingly in the marketplace, whether that’s through their products and services, or through communications. This is where marketing comes in.”

“Building out narratives using real-world case studies of innovation that are driving change is an effective first step,” says James. “In business, you always need to be building your arguments through proof points. Springwise is a resource for that – real ideas that are happening with funding and making a difference.”

How you position the sustainability element of a proposition is critical to get right, not least because of new rules around greenwashing. “Taking a step back and understanding the role of sustainability within the overall category drivers and within the consumer benefits is a constructive approach,” advises Jonathan.??

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3. This is work that matters

“The marketing function can push the board and the management to embed sustainability in strategy rather than treat it as another tick-box exercise – they need to because the world is facing an existential challenge,” says James. “Compliance and risk issues usually sit with the CFO and Chief Legal Counsel. The role of a CMO is to understand consumer change and societal change, and see the opportunity.”

If you found this useful, check out Future Now – our monthly round-up of the 10 must-know innovations, which this month is focused on advertising and creative industries. It includes ideas on how to decarbonise digital ads, how to use AI in partnership with creative talent instead of replacing it, and how the industry can remain inclusive.

Future Now is usually a member-only benefit but this month we are making it available to anyone who registers for free with Springwise –?click here for access .

The full episode of Sustainable Futures will be out next month. Follow us for updates.???