Kantar-營銷更美好的未來

dentsuXKANTARdentsuXKANTARMarketinaBetFutWhymarketingmustleadthenewwaveofcorporatesustainabletransformationAdentsuandKantarSpecialReportonCorporateSustainability/January2023dentsuXKANTARdentsuXKANTAR2KavehZahediDeputyExecutiveSecretaryUnitedNationsEconomicandSocialCommissionforAsiaandthePacificKavehZahediDeputyExecutiveSecretaryUnitedNationsEconomicandSocialCommissionforAsiaandthePacificMarketingaBetterFutureExecutiveSummaryExecutiveSummaryExecutiveSummaryExecutiveSummaryFhetimeisnowThereisaclearimperativeforbrandstomovebeyond“dolessharm,,MarketingaBetterFutureAsiaPacificisprojectedtobecometheworld'swealthiestregionby2030.Withinthenextdecade,55%ofuppermiddleincomeandabovehouseholdswillcallAsiaPacifichome,contributingtohalfofglobalconsumptiongrowth1.Muchofthiswillbedrivenbyrapiddigitalisation,withSoutheastAsia'sinterneteconomyaloneforecasttoreachUS$1trillionby2O3O2.But,asthingsstand,theAsianCenturyiscomingataveryhugecost.Developmentandmodernisationaredrivingmassiveleapsinconsumption.OurlivingrealityinAsiaPacificissuchthatourpopulationsareatthefrontline,andwedisproportionatelybeartherisksclimatechangewillhaveontheenvironment,society,andtheeconomy.ThemostrecentIntergovernmentalPanelonClimateChange(IPCC)reportcalledforthehalvingofglobalemissionsby2030andforthefirsttimeever,highlightedtheneedfor"demandside-mitigation"strategies3,recognisingthatwidescalehumanbehaviourchangehasamajorroleinreducingcarbonemissions.Strategiesmentionedincludeshiftingtowardssustainableconsumption(thisincludesdietaryshifts),longerlivedorrepairableproducts,andfundamentallifestyleshiftstohowwetravelandpowerourhomes.Atthesametime,consumersaremorevocalinaskingforsustainableproductsandservicesfrombusinesses.89%recognisethatchangingthewaytheylivecanpositivelyimpactclimatechange4.MarketersarealignedbasedonaglobalstudyconductedbytheWorldFederationofAdvertisers(WFA),80%ofmarketersnamed“SustainabiLity"asbeingthemostimportanttopicinfiveyears,time.Themajority(76%)arealsoopentotheopportunitiestoinnovateandcreatecompetitiveadvantagethattheprocessoffulfillingacompany'ssustainabilityambitionsopensup5.Asthebusiness,keyconsumer-facingdivision,thesignificanceofmarketingandmarketersasagentsofchangeinbusinessandinsocietyisbeyondquestion.Againstabackdropofmonumentalforecastedgrowth,inaregionthathousesmanyoftheworld'smostinnovative,disruptivecompanies,AsiaPacificmarketersareatanexusofneedandopportunity.dentsuXKANTARInAsiaPacific,consumersnotonlyreportawillingnesstoboycottproductsorservicesthatdamagetheenvironment,manyarepositiveaboutbusiness1roleinhelpingthem"green”theirconsumptionbehaviour6.89%“IfIlearnedthattheproductsorservicesIusearedamagingtheenvironment,Iwouldstopusingthoseproductsorservices.""Companiescanhelppeoplehaveapositiveimpactontheenvironmentthroughtheirbusinessoperationsandmanufacturingprocesses."91%89%“BychangingthewayIlive,Icanpositivelyimpactclimatechange.nMarketingaBetterFuturedentsuxKANTARSomeofthebigissuesthatconsumersthinksomethingneedstobedoneaboutKantarGlobalIssuesBarometer(survey:19countries,WaveSomeofthebigissuesthatconsumersthinksomethingneedstobedoneaboutKantarGlobalIssuesBarometer(survey:19countries,Wave2,April2022,Wave3,Sep2022)Evenamidconcernsaroundinflation,warandinstability,consumersstiLLcareaboutclimateissuesAccordingtoKantar'slatestGlobalIssuesBarometer,climateissuesremainakeyconcernforconsumers.MarketingaBetterFuturedentsuXKANTARNearly60%ofconsumersgloballysaythattheyexperienceeco-anxietywhichisdrivingincreasedconsciousnessanddesireforaction7.MarketingaBetterFuturedentsuXKANTARButagainstthetideofconsumerpreferencesandcorporatepurpose,twojarringdisconnectsremainDentsuandKantar'scollectiveworkinsustainabilityoverthepastfiveyearshasidentifiedtwofundamentalparadoxesinsustainabletransformationtoday:MarketingaBetterFuturedentsuXDentsuandKantar'scollectiveworkinsustainabilityoverthepastfiveyearshasidentifiedtwofundamentalparadoxesinsustainabletransformationtoday:MarketingaBetterFuturedentsuXKANTAR6Disconnect1:Theconsumerintention-actiongapKantar's2022SustainabilitySectorIndexrevealsthat98%ofAsiaPacificconsumersarepreparedtotakeactiontoliveamoresustainablelifestyle.Yet,manystruggletopracticesustainabilityintheirdailyliveswithjust17%sayingthattheyareactivelychangingtheirbehaviour.58%continuetofinditreallyhardtotellwhichproductsare'good'or'bad'ethicallyorfortheenvironment.Despiteeagernessforchangeandalackofinformationandtransparency,competingconsiderationsandrisingcostsarepreventingconsumersinAsiaPacificfromchoosingsustainableoptionsintheirdailylives.Disconnect2:Theorganisationalintention-actiongapWhilemarketersoverwhelminglyquote'purpose'astheirmotivationtomakesustainabilitycentraltotheirproposition,ourresearchhasuncoveredtacticalandfundamentalbarriersthathinderthemfromtakingonmeaningfulsustainableleadership.Logically,themarketingfunction'sroleisastheoriginatorofdifferentiatinginnovationrootedinconsumerrequirements,internallyandatthecategorylevel.Butbeingunderpressuretodelivershort-term,sales-centredKPIs,andwithmanyoperatinginanenvironmentlackingsustainabilitycapabilitiesandorganisationalclarity,thefunctionisunabletofullydeliver.2Totranslatesustainabilityobjectivesintodepartmentalobjectives,withtailoredKPIsthatlinkmarketing'sactivitiesbacktobroaderobjectives2Totranslatesustainabilityobjectivesintodepartmentalobjectives,withtailoredKPIsthatlinkmarketing'sactivitiesbacktobroaderobjectivesTheroleofmarketingtoLeadsustainabletransformationisLoudandclearThisreportrevealsascaledoverviewofwherebrandsandmarketersacrossAsiaPacificarecurrentlyfocusingtheirsustainabilityefforts.Italsoilluminatesthekeyinitiativesthatmarketersmustadoptnowtosetthebuildingblocksforasustainablefuturefortheplanetandempowerbusinessestounleashthelevelofinnovationandmomentumrequiredtoadvancetheirsustainabilitytransformationsatspeed.Theseare:1Tocentralisetheroleofmarketinginthebusiness'sustainabilitytransformationandallowthefunctiontodriveinnovationinternallyandexternally3Tofocussharplyonbehaviourchange,addressingthefuelsandfrictionsinpromotingsustainablelifestyleshifts1Tocentralisetheroleofmarketinginthebusiness'sustainabilitytransformationandallowthefunctiontodriveinnovationinternallyandexternally3Tofocussharplyonbehaviourchange,addressingthefuelsandfrictionsinpromotingsustainablelifestyleshifts4Toexpandthedefinitionofthestakeholdertoincludethewell-beingofallpeopleandtheplanet,andembedpurposeacrossthebusiness,portfolioandalltouchpoints

Sustainabilityisoverwhelminglydrivingconsumerchoice,andastheurgencytoactintensifies,expandingtheroleofmarketingtobecomemoretransformationalwillbecomeaprerequisiteforsustainabilityinnovationinAsiaPacific.Thisreportwillhelpmarketersconsiderhowtheiractionswillbeattheforefrontofshapingandgeneratinggrowththatservesthe3Ps-people,planet,andprosperity.Growthfromgood.MarketingaBetterFuturedentsuXKANTARExecutiveSummaryExecutiveSummaryExecutiveSummaryExecutiveSummaryMethodology4 40+Studies:KantarAsiaPacificSustainabilitySectorIndex2021/2022,KantarGlobalIssuesBarometer2022,TheRiseofSustainableMediabyDentsuMediaandMicrosoftAdvertising2021,dentsuxKantarMarketingaBetterFutureStudy2022Documentsandpiecesofresearchreviewedfrompubliclyavailabledatasourcesandreports100+Hoursofstatisticalandculturalanalysistounderstandsustainabilitybarriersanddriversamongconsumersandbusinesses71+MarketerssurveyedacrossamixofindustriesandseniorityLevels10+InterviewswithmarketingandsustainabilitythoughtLeadersacrosstheregion30+AnalysesofbrandschampioningsustainabilityinternallyandexternallySingapore,

Malaysia,

Thailand,

Indonesia,

China,

Taiwan,Hong

Kong,Australia,

NewZealand,

India,

Vietnam,MarketingaBetterFuturedentsuXKANTARAPACSustainabilityLandscapeAPACSustainabilityLandscapeAPACSustainabilityLandscapeAPACSustainabilityLandscapeOnedestination,multiplejourneysln90f\JzLnofxJf\JLnof\Jss(u」60」ddentsuXKANTARln90f\JzLnofxJf\JLnof\Jss(u」60」ddentsuXKANTARUnderstandingtheculturallyfragmentedsustainabilitylandscapeinAsiaPacificMarketingaBetterFuture

WehavealignedourdefinitionofsustainabilitytotheUnitedNationsSustainableDevelopmentGoals(SDG).These17goalsrepresent“auniversalcalltoactiontoendpoverty,protecttheplanetandimprovethelivesandprospectsofeveryone,everywhere”.Whileprogresshasbeenmade,thesearenotadvancingatthespeedorscalerequiredtoachievethesegoals.ThisisespeciallytrueforAsiaPacificwheretheregionisonlyexpectedtoachievetheSDGsin2065atthecurrentpace,morethan30yearsaftertheoriginal2030deadline.ThismeansthenextdecadewillbeevenmorecriticalasmarketsinAsiaPacificbalanceeffortstoclosethegapwhileinvestingintheirowngrowthanddevelopment.Climatechangeisfurtherheighteningthecallforconcreteandurgenteffortstoensurethattoday'sdevelopmentdoesnotnegativelyaffectfuturegenerations.

ClimatechangeisputtingAsiaPacific'ssocialandeconomicdevelopmentatsignificantriskOver57millionpeoplewereaffectedbyextremeclimatedisastersin2021alone,whileoverninein10arecurrentlysufferingfromtheharmfuleffectsofpollution.Consideredthe“world'smostdisaster-proneregion,,，8AsiaPacific'sextremetemperaturesimpactproductivityandGDPannuallyofuptoUS$4.7trillion9.Astheimpactsofclimatechangemount,millionsofvulnerablepeoplefacedisproportionatechallengesintermsofextremeevents,healtheffects,food,livelihoodandwatersecurity,aswellasculturalidentity.Climatechangeisnotonlyanenvironmentalcrisis;itisasocialcrisis一onethatisgrowinginurgency.

EstimatedyeartoachievetheSDGsatthecurrentpaceinAsiaandthePacific,2017-202123TheLandscapeofconcernsSustainabilityconsciousnessisnotuniformacrossmarketsinourregionSustainabilityconsciousnessisnotuniformacrossmarketsinourregionInmultiplestudies,consumersinAsiaPacifichaveexpressedhighlevelsofclimatechangeawarenessandconcern.However,theappreciationoftheurgencyoftheissuevaries.Broadly,issuesthatareconsideredapriorityarethosethatimpactpeopleonapersonallevelandcommunities.SustainabilityconcernsarelinkedtohowmucheverydaylivesareaffectedThetoptwoconsumerareasofconcernbeing(#1)airpollutionand(#2)improperdisposalofhazardouswaste.Thisisespeciallytrueforthoseinthe'fragilefrontline,and'painsofprogress*marketsthathavelongbornethebruntofthedevastatingimpactofclimatechangeandpollution.Developedmarketscaremoreforbroader,trans-nationalenvironmentalandsocialissuessuchasgreenhousegasemissionsandworker'srights;whileconsumersinIndia,Indonesia,thePhilippines,andVietnamarefocusedondailyissuessuchaswaterpollutionandextremeweatherevents-unsurprisinggivenSoutheastAsia'ssealevelsarerisingfasterthananyotherpartoftheworld.Infact,Myanmar,thePhilippines,Vietnam,andThailandwereamongthe10countriesmostaffectedbyclimate-relateddisastersbetweentheyears1999-2018.

PlasticisimportantbutcontextdiffersItmattersinthecontextoftangibleinfluencetopeople'sdailylives.Forexample,reducingoceanplasticsandmicroplasticspollutionresonatemorewhentheyarelinkedtoverifiableresultssuchasreductioninwaterpollutioninmarketslikeIndonesia.WhileindevelopedmarketslikeSingaporeandAustralia,consumersseerecyclingasabroaderissuelinkedtoreducingoverallplasticconsumption.

Top10issuesconsumersinAPACexpectcompaniestotackle10TOC\o"1-5"\h\zAirpollution 3.7Improperdisposalof 多7hazardousWaterpollution 3.5Greenhousegas 35emissionsRightsatworkand 33livingwageAccesstojobswitha 3】sufficientlivingwageChildlabourand 3。workerexploitationLackofsafewater 3.0IncreasingeconomicinequalityOceanplasticand 29microplasticpollutionMarketingaBetterFuturedentsuXKANTARManycommonbigissuesonenvironmentacrossthemarketswithdifferentLocalprioritiesonsocialissuesPainsofprogressMoreresilience,butrapideconomicdevelopmentcreateschallengesConcernedbutcushionedPainsofprogressMoreresilience,butrapideconomicdevelopmentcreateschallengesConcernedbutcushionedRelativewealthenablesengagingwithissuesatmoreconceptuallevel,lessdirectlyexposedDevelopingeconomieswheremanyareexposedtotheharshrealitiescausedbysustainabilityissuesRankIndiaPhilippinesVietnamThailandChinaSingaporeJapanIndonesiaGreenhousegasemissionsAirpollutionImproperdisposalofhazardouswasteMalaysiaAirpollutionMentalhealthAir

pollutionPhysical

health

issuesGreenhousegas

emissions3pollutionPovertyWaterpollutionRightsatworkandLivingwageWater

pollutionWaterpollutionRightsatworkand|livingwageGreenhousegas

emissionsAirpollutionImproperdisposalofhazardouswasteImproperdisposalofhazardouswasteGreenhousegas

emissionsAccesstojobswithasufficientlivingwageLackofclean,safewaterImproperdisposalofhazardouswasteKoreaAustraliaGreenhousegasemissionsMentalhealthissuesImproperdisposalofhazardouswasteChildlabourandworkerexploitationAirpollutionViolenceagainstwomenWaterpollutionImproperdisposalofhazardouswasteRightsatworkandlivingwageMarketingaBetterFuturedentsuXKANTARWhileeightin10businessesalreadyhaveasustainabilityframeworkinplace,businessescandomoretoconnectwiththeissuesthatmattertoconsumersThreeinfivealignwiththeUNSustainableDevelopmentGoalstoguidetheirstrategy(61%)buttheissuestheyfocusonarenotnecessarilytheonesconsumersprioritiseinAsiaPacificwhicharerootedinissuesthatimpactpeopledirectly11.Whileclimatechangeisglobalandfeelsintangible,theinterconnectednessofclimatechangewithsocialissuesmeansthatvulnerablecommunitiesinAsiaPacificarealreadyfeelingtheimpactacutely.Aspoverty,hunger,pollutionandothersuchtangibleeffectsarefeltlocally,brandsmustunambiguouslyandsincerelydemonstratehowtheirglobalsustainabilityinitiativespositivelyinfluencetheselocalexperiences.Alongwithclimateactionandeffortstopromotesustainableconsumption,brandshavearesponsibilitytodeliverajusttransition,whilekeepinginmindhowthefollow-oneffectsoftheirglobalsustainabilityinitiativesmayaffectlocal,vulnerablecommunities.SustainabilityIssueConsumerRankBusinessRankAirpollution111Improperdisposalofhazardouswaste*2N/AWaterpollution37Greenhousegasemissions41Rightsatworkandlivingwage**52Accesstojobswithasufficientlivingwage*6N/AChildlabourandworkerexploitation***714Lackofsafewater85Increasingeconomicinequality*9N/AOceanplasticsandmicroplasticspollution104References12,13,14MarketingaBetterFuturedentsuXKANTARAsiaPacificsustainability:sincerityandshortfallsAPACmarketersonwhysustainabilityisImportantAPACmarketersonwhysustainabilityisImportantThepathfromambitiontoactionisnotsmooth.AcrossAsiaPacific,brandsarebuzzingattheideaofsustainabilitybeingthenewfrontline.ThemajorityacknowledgetheappetiteforsustainabilityleadershipacrossAsiaPacific.92%ofmarketersweinterviewedbelievesustainabilityisveryorextremelyimportant16.Financialperformanceandvaluegrowthremainkeydrivers.Three-quartersofbusinesseswespoketothinksustainabilityisnecessaryforcontinuityandvaluegrowthinthelong-term(73%)andthreeinfiverecognisethatconsumerpreferenceisshiftingtowardsmoresustainablechoices(58%).However,beyondfinancialmotives,two-thirdsalsobelievesustainability'istherightthingtodo,(65%)andmanyarefollowingupwithconcreteaction15.Fourinfiveorganisationshavemadeuseofsustainabilityframeworkstooutlineandguidetheirsustainabilitystrategy-mainlyusingtheUNSDGframework(61%).MarketingaBetterFuturedentsuXKANTARInpractice,marketingLagsbehindotherdivisionsindrivingthesustainabilityagendainorganisationsThemarketingfunctioncurrentlyfallsbehindotherdivisionsindrivingWhereeachofthesebusinessarmsareatintermsofdrivingtowardssustainabilityinrespondents,organisationsThemarketingfunctioncurrentlyfallsbehindotherdivisionsindrivingsustainablebusinesspractices.While51%ofpeopleincorporatestrategyarealreadyexecutingagainsttheirProgressofdifferentbusinessunitsinexecutingagainsttheplanandmeasuringprogresssustainabilityplanandmeasuringprogress,only34%inmarketingreportbeingatthisstageofprogress.So,whatMarketingaBetterFutureR&D(ProductandService)(39%)Marketing&ConsumerInsights(34%)SupplyChain(46%)CorporateAffairs/PublicRelations(44%)CorporateStrategy(51%)100%14dentsuXKANTARAPACSustainabilityLandscapeAPACSustainabilityLandscapeAPACSustainabilityLandscapeAPACSustainabilityLandscapeMarketersfacechallengesininfluencingbehaviour,communicatingvalueanddemonstratingaclear,positivebusinessimpactThesechallengesstemfrominternalfactors,suchasalackofclarityinthebrand'ssustainabilitypromiseandintermsofquantifiableobjectivesandmetrics.Externalfactorssuchasuncertaintyinhowconsumersinterpretandvaluetheirbrand'ssustainabilitypromisearealsoachallenge.Exacerbatingthesechallengesformarketersisthepressuretodemonstrateaclearbusinessimpactarisingfromtheirsustainabilityefforts.Thesechallengesstemfrominternalfactors,suchasalackofclarityinthebrand'ssustainabilitypromiseandintermsofquantifiableobjectivesandmetrics.Externalfactorssuchasuncertaintyinhowconsumersinterpretandvaluetheirbrand'ssustainabilitypromisearealsoachallenge.Exacerbatingthesechallengesformarketersisthepressuretodemonstrateaclearbusinessimpactarisingfromtheirsustainabilityefforts.Thesechallengesareultimatelyunderpinnedbytwofundamentalparadoxes:theconsumerintentionactiongap,andtheorganisationalintention-actiongap.ThetopsixchallengescitedbymarketersinAsiaPacific56%consideritabigchallengetogetpeopletodowhattheysaytheyaregoingtodo37%concernedthattheircompany'sinitiativesmightbeseenasinauthenticorgreenwashing

44%areunsureoftheconsumerperspectivesontheirbrandssustainableeffortsnoriftheircustomersseevalueintheirsustainabilitypromise32%arenotclearontherightmetricstoassesstheprogresstheyhavemade

38%havedoneafairbitofworkonsustainabilitybutfeelchallengedbytheirbusinessontheprogressandimpactitreallyhas31%con'ttranslatewhatsustainabilitymeansfortheirbrandpurposeandconsumersMarketingaBetterFuturedentsuXKANTARMarketingaBetterFuture MarketingaBetterFuture 16 dentsuXKANTARMarketingaBetterFuture MarketingaBetterFuture 16 dentsuXKANTAR)ualDisconnectsTheDualDisconnectsMarketersaredealingwithtwokeyintention-actiongapobstacleswhenitcomestobeingempoweredtocreatemeaningfulpositiveimpactandleadingassustainablechangeagents.Oneattheconsumerlevel,andoneattheorganisationallevel.TheDualDisconnectsTheDualDisconnectsTheDualDisconnectsTheDualDisconnectsWhatistheIntention-ActionGap?Anintention-actiongap(or*value-actiongap”)occurswhenpeopleactinawaythatcontradictsorfailstosupporttheirvalues.TheUnitedNationshasdefined"closingtheIntention-ActionGap”ascrucialinovercomingthebarrierstosustainableconsumption.MarketingaBetterFuturedentsuXKANTARDisconnect1:TheConsumerIntention-ActionGapThemostcommonchallengeformarketers(56%)isconvincingconsumerstoputtheirmoneywheretheirmouthsare.Fewpeoplewhoreportpositiveattitudestowardeco-friendlyproductsandservicesfollowthroughwiththeirwallets.Multiplestudieshaveshownthattheproblemisnotoneofapathy.However,levelsofunderstandingaroundconsumption'sroleinclimatechangeandappreciationoftheseverityoftheissuemaybeinadequate.Indentsu's2021SustainableMediasurvey,between14%and59%ofrespondentsacrossJapan,Australia,Singapore,IndiaandChinaagreedwiththestatement,"thereisnoclimateemergency".Afurthersevenin10alsofeelthatsustainabilityisprimarilytheresponsibilityofbusinessesandgovernments(68%).Beyondalackofqualityeducationaboutclimatechange,themajorfactorsdrivingconsumers1apparentinertiaarerootedinbasiceconomics:switchingcostsandtherelativeinfluenceofmultiplefactorsinthepurchaseconsiderationset.Consumersprefertostickwithbrandstheyknow.Overthreeinfivepeople“can'tbebothered”totrythesustainablealternativeunlessitiseasy(62%)ordon'twanttorisktryingsomethingnew(62%)24.Withrespecttopurchaseconsiderations,other“reasonstobuy”oftentrumpsustainability.ThreeinfourAsianshoppersthinkmoreaboutsavingmoneythansavingtheplanet.Andlookingbeyondprice;itisexperience,comfortandconveniencethataredrivingtheperceptionofvalue.Atthemacrolevel,apervasive,inescapablecultureofconsumptionsupportsunsustainablebusinessmodelsandlifestyles.Fewbusinessesaresuccessfullyaddressingoverconsumptionatthesystemiclevelorre-orientingtheirbusinessmodelstoalignwithsustainability.MarketingaBetterFuturedentsuXKANTAR18Mostconsumersclaimtobewillingtoswitchouttheproductstheyuseforgreeneralternativesbutwhenaskedaboutmorespecificactions,particularlyinrelationtotheirfavouritebrands,thenumbersfalldramatically17.

89%wouldchangetheproductsorservicestheyusetohelpcombatclimatechange

wouldswitchbrandstoagreeneralternativeofthesameproductorservice40%

16%wouldswitchawayfromthebrandstheyhavebeenLoyaltoorafavouritebrandMarketingaBetterFuturedentsuxKANTAR19Disconnect2:TheOrganisationalIntention-ActionGapMarketers,responsestothequestion,“whichofthebelowwouldhelpyourmarketingorganisationtoachievetheirsustainabilityambitions?<<18Whilecompanies,marketersandevenclimatescientistsseeMarketingasbeingcriticalincreatingthebehaviourshiftsneededforasustainablefuture,thefunctionisnotadequatelyresourcedfor,orgrantedtheauthorityto,playacentralroleindrivingacompany'ssustainabilitytransformation,letalonetodrivethedeep,systemicinnovationrequiredtomakeatrulymeaningfuldifference.Thereisanacknowledgedcapabilitiesgapinmarketing.IntheWFA's2021 reportonMarketingandSustainability,"skills,toolsandcapabilities"wasthetopneedidentifiedbymarketers(54%) askeytohelpingthemachievetheirsustainabilityambitions.Marketersalsofeelchallengedtoshow impactinacontextwherethereisuncertaintyaroundhowtomeasure progress.MarketingaBetterFutureAthirdofoursurveyrespondentscitedlackofclarityaround”therightmetricstomeasuretheprogresswehavemade”asamajorchallenge,whilealmost40%have"doneafairbitofworkonsustainabilitybutfeelchallengedbytheirbusinessontheimpactitreallyhas".Atthesametime,41%ofglobalmarketerssayinnovationis"mostneeded"forthemtomeettheirsustainabilitygoals.Thepicturebeingpaintedpointstoastructuralissue.WithmarketingheldtosalesKPIsandtypicallyunderpressuretoachievegrowthonaquarterlybasis,thefunctionisgivenneitherthespace,northemandatetoexploreanddriveinnovationforsustainability.WithoutclearmetricsandsupportiveKPIs,ortheresourcesorjurisdictiontodriveinnovation,itisnowondermanystruggletodeliverdifferentiatingresultsandthedemonstratethevalueofapropositionbuiltonsustainability.Givingmymarketingteamtheskills,toolsandcapabilitiestodeliverahighimpactsustainability54% strategy Internalcommitmentsforeffortstargetedatinfluencingconsumerstowardsmoresustainable48% choices Accesstosustainabilityandmarketingcasestudiestoinspiremycompany,sectororthe broadermarketingindustry46%Internalcommitmentstosustainability-oriented advertisingorbroadercommunicationsspend42%TobepartofaGlobalPromiseforMarketingand Sustainabilitytodrivepositivechange37%Commitmenttoanindependentmeasurementofimpactandbenchmarking32%dentsuXKANTARTheDualDisconnectsTheDualDisconnectsdentsudentsuXKANTARTheDualDisconnectsTheDualDisconnectsdentsudentsuXKANTARSeniorMarketer,APAC,GlobalMNC"Sustainabilityfocusesonensuringthebusinessisthrivingandgrowingdecadesfromnow.Weprimarilyfocusonmanagingthebusiness'impactoncustomersandsocietyandclimatechange[but]marketingisheldtostrictandambitiousNPSandfinancialKPIs-sustainabilitycanpositivelyimpactthesebutittakestimeandcanbehardertomeasure.”MarketingaBetterFutureTheDualDisconnectsTheDualDisconnectsMarketingaBetterFuture MarketingaBetterFuture dentsuXKANTARSeniorMarketer,GlobalMarketingCommunicationsNetwork"Sustainabilityisthelensthroughwhichwedobusiness.It'scoretoourpurposeandembeddedinourvalues,strategy,andexecutivereinforcement.It'sgovernedatthehighestlevel.[But]Lackofunderstanding,skillsorcapabilitytoexecuteoncompanystrategy.ShorttermperspectivedrivenbyshorttermKPIsareconstraininginnovation.”SeniorMarketer,GlobalMarketingCommunicationsNetworkTheConsumerIntention-ActionGapTheConsumerIntention-ActionGapTheConsumerIntention-ActionGapTheConsumerIntention-ActionGapdentsudentsuXKANTARClosingtheconsumerintention-actiongapIt'stimetoreframetheroleandinfluenceofmarketinginyoursustainabilitystrategyEv