PlanetWFAPledgeSustainablemarkehina2030."A sustainable arowth framework for marketingKANTAR
Contents.1.Introduction2.Executivesummary3Ouraooroachtothisoroiect4,Areweclosingthegaps?V5Opportunities and challengesReaionaldifferences7. Circularmarketing&growth: our industry,reimaginedoooTheframeworkandbenchmark dataWhat'snext10.AppendixPlawetWFAKANTARPledge
introduction.Contacts."Itrulybelieveth.partofthesolutionforsustainabilitv=fectof'usecaser.dreblow@wfanet.orgthatproveabit.Itisourcollectiveresponsibitytofindmoreofthemurgently.FabriceBeaulieu,ChiefMarketing,SustainabilityandCorporateAffairsOfficer,Reckittears,organisationsaroundIf weviewthe climate crisisthroughthesamelens, wecan begintoappreciatelits,required toaddresstheUnitedootentialtodrivetransformationalchanaelonathan Halland buildamore sustainablefuturefor allJonathan.hall@kantar.comisglobalresearch-based thoughtnoeraquestionofwhethermarketingbiecthasbeenled by WFAinhatechande and othersustainablity,hip withKantar'sSustainableDzlemSentrkIt'saboutexaminingourThe projectaimstoTransforrdcommitments and assessingif andgress asweredefinetheroleofmarketingforthechallengesweface.remainderofthis"DecadeofAction'?1The magnitude andurgencylofthishifisanalogous with the digtalrevolutionwhichreshaped the way wecommunicate,connectand consume.PlawetWFAKANTARPledge
Executivesummary.e key to sustainable marketing lies in advocatingadoptingesin every aspectLeadingopportunitiesBased onthefindings ofourstudy,rmarketing&growthframework.Innovate and create new businessmodelss designed to reimagine marketing's role withinDrive behaviourchangeatmasscalethe business andin society, to helpmakemarketing,Embracecollectiveresoonsibilitv,Circularpart of the solution.Expandmarketing'sopportunitiesMarketingin the value chain&GrowthTheframeworkiscompisedoffveleversCustsinabilitufirst.As with diaital transformationcannot be viewed asa standalonefunctionall to look at the world throuahanewlens.Leadingchallengesasa strategictransformationopportunity,driven,Redefinesuccessandembedindecisionmakinginsformativerelationships.Shifingfrom.Dedicateinternalresourceexchange-based partnerships with limited imact.Closethe(knowledge)gapto transformative relationshios-both interally.Shiftinternalmindsetsand externally.Creativityintoaction.Realisingmarketing'screativepotential with sustainability communications aroundedin action5integrated view of success that accountsforenvironmentalPlanetand societalimpact alongside financial metrics.WFAPledgeKANTAR
Our approach"Marketersarefinallystartingtograspthescaleofthesustainabilitychallengeand,inparticula, oftheclimatecrisis.Wehavereachedthepointwhere the status quoissimplynot anoption. TransformationhaWepassionatelyersareuniauelvplacedtodrivethechawe allnmunication.OurSustainableMarketing2030 initiative focuses on howmarketers can drive growthecausetimeisrunningout.Fast!StephanLoerke,CEO.WorldFederationofAdvertisersAtWFAGlobalMarkete-Week202.74%ofnowconfidentTherewerethreestepstotheSusdelegates agreedwiththe motion that marketingnableMarketing2030research:todavis not compatiblewith a sustainable future.exploreswhether weshighliahted1.Weconducteddeskresearchdrawingtiswithinthis overa...
