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Spotlight: Which brands are turning sustainability into brand strength, and what they do differently
Sustainability is increasingly contributing to brand value. Yet many organisations still struggle to translate that investment into stronger brand equity and consumer preference.
Kantar asked 18,000 consumers across 12 regions which brands they actually believe on sustainability and where it strengthens the brand. We then decoded the 62 that came out on top to draw out a set of principles for succeeding with sustainability marketing.
Karine Trinquetel Global Solution Lead for Kantar's Sustainable Transformation Practice, will share what these consumer-led principles look like in practice, including:
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Proof beats claims. The most convincing sustainability evidence usually sits outside the advertising
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Honesty travels further than perfection. Naming what is hard builds more trust than the bigger claim
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Creative as proof, not explanation. A test for whether your work demonstrates your position or just describes it
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Translation, not endorsement. What makes a creator partnership actually build credibility
This webinar includes pre-recorded perspectives from brand leaders including Back Market and Mastercard:
Luke Forshaw, Head of Marketing Europe at Back Market, shares how the brand has learned to make sustainability creative, relatable and distinctive rather than over-explaining it, while Shamina Singh, President of the Mastercard Center for Inclusive Growth and EVP Sustainability, explores why impact needs to be rooted in the business and the products people experience.
Event details
10 a.m. New York | 3 p.m. London | 4 p.m. Brussels | Other time zones
The meeting is open to all WFA members and members of National Associations.
