Just in time for WFA
Global Marketer Week in Istanbul (April 25-28), the World Federation of Advertisers is issuing a new report that shows marketers are lagging behind other business areas on the sustainability
front.
The report is a joint effort by WFA and Kantar’s Sustainable Transformation Practice. It’s based on survey responses from 938
client-side marketers worldwide as well as interviews with dozens of Global CMOs and sustainability experts.
The report seems to indicate that marketers are talking the talk on the issue, but not walking
the walk.
For example, 94% say marketers must act more “bravely” and experiment to drive transformative change. But fewer than half (43%) have sustainability as a KPI in their
marketing dashboards.
Lots of excuses were offered by respondents for the lagging performance, including “capability gaps.”
Others cited lack of
internal resources, organizational mindsets and perceived costs and the lack of a “P&L policy that protects the planet.” A lack of standardized measurement was also cited by
many.
The report, “Sustainable Marketing 2030,” offers a circular marketing framework to help marketers think differently about how they
might focus on goals that are compatible with sustainability.
“We have reached the point where the status quo is no longer an option,” said Stephan Loerke, WFA CEO.
“Radical transformation is essential.” The report, he adds, “focuses on how marketers can drive growth while embracing the sustainability agenda.”
Ozlem Senturk, senior
partner, sustainable transformation practice, Kantar, adds: "It’s remarkable that even though 94% of marketers are willing to be brave to drive transformative change, organizations still behave
in the same way. Our benchmark aims to provide marketing organizations with a compass to assess where they are and help them take the first steps towards the right direction.”