Marketers may be perfectly aware of the need to sink their teeth (with relish) into sustainability , but when it comes down to it, they are far less advanced on this topic than the organizations they serve . This is clear at least from a recent study by the World Federation of Advertisers (WFA) . According to the report, just one in ten marketers say their sustainability journey is well advanced . The proportion rises, however, to 29% if the journey towards sustainability of organizations as a whole is placed under the spotlight. More than half of the 650 marketers consulted in their report by the WFA confess that the marketing department is about to start or is merely taking its first steps in the field of sustainability.
Additionally, only a third of organizations use sustainability as a KPI in their marketing dashboard , and around 20% of marketing departments forego measuring efforts in the sustainability arena altogether. At the same time, 95% of marketers firmly company ceo list that the marketing department can definitely make a difference in the journey towards sustainability . And 88% also agree that consumers expect efforts from brands with the ultimate goal of helping the environment . Towards a more leading role for marketers in the area of sustainability From the WFA report, it can be inferred that a good part of the marketers’ challenges originate at a purely organizational level, since sustainability does not clearly fall on any pre-existing function.
Challenges in the Eyes of Marketers
Are often conflicting business priorities (39%) , lack of internal resources (27%) and shareholder pressure (26%). Marketers also face the challenge of wanting to communicate certain positive efforts in the field of sustainability without having. Acquiescence of the companies whose staff they are part of. Perhaps for this reason, 89% of marketers point out that companies need to be more courageous when communicating their progress in terms of sustainability. In fact, only a quarter do so (largely out of fear of potentially negative consumer response). In addition, 16% of marketers admit to having good stories in their portfolio (although they do not feel prepared enough to share them) , and 47% say they need to significantly improve their narrative with a focus on sustainability.
Following the results brought to the table by its latest study. The WFA is urging marketers to sign up to its new initiative (Planet Pledge) that helps marketers. The response to climate change for brands. Advocate a more sustainable consumer behaviour. Brands such as Bayer, Danone, Diageo, Dole Packaged Foods, Mastercard, Ørsted, Reckitt. Telefónica, Tesco and Unilever have already joined this initiative. To start the debate, the proposed topic was brand culture. Colomer broke the ice saying: “ When the brand is an essential component of corporate power. The company has a brand culture .
From the Board of Directors and the Family
Through the chief executive and each and every one of the employees. Position shared by the representative of Telefónica: «The brand culture is. Common action framework by which the entire team that is part of Telefónica is capable. Acting and feeling in the same way to reflect the company’s values. Strategic definition and culture); governance (which is related to management. Innovation) and behaviors (brand experience and activation), Rodríguez adds to Telefónica’s experience. The challenge for his company is on behaviours. For his part, Colomer shares that « today consumers do not forgive. We have to be very consistent in what we do and say» .
