- Marketing a Better Future is Asia-Pacific’s first study into marketers’ role in sustainability.
- 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.
Dentsu and Kantar today launch Marketing a Better Future, a flagship study exploring the role APAC marketers play in achieving corporate sustainability ambitions and SDGs.
With the exponential growth of Asian 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 increased consciousness and desire for action. In tandem, system-level changes are needed to reach global sustainability targets and ensure the planet’s future. There is no doubt that businesses, brands and their agency partners are at a nexus of need and opportunity. As the bridge between brands and consumers, marketers have a unique opportunity, and therefore the responsibility, to be generational agents of change influencing consumer behaviour, as well as driving customer-informed innovation.
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