Radical Innovation, latest in the series of WFA playbooks on Sustainable Marketing

Please note that this playbook is WFA member only content. Interested in WFA membership and its benefits? Get in touch with our team at membership@wfanet.org.

Today, WFA and Kantar launched the second in a series of five playbooks designed to help brand marketers drive the sustainability agenda, Radical Innovation.

Available to WFA members and Kantar clients, Radical Innovation shows marketers are leveraging sustainable innovation to capture the value opportunity of sustainable marketing, broadening the appeal of their products and services to mainstream audiences, creating new business models and building circular skills for marketing teams.

This playbook includes 19 examples from brands of what great marketing looks like when aligned with sustainable marketing practices.

Radical Innovation is the second of five levers of the Circular Marketing and Growth framework. Each lever has a set of ‘attributes’ that helps an organisation understand its current ability to leverage that lever. Future playbooks will focus on the other marketing levers identified by the Sustainable Marketing 2030 study, developed jointly with Kantar's Sustainable Transformation Practice.

“WFA and Kantar’s Sustainable Marketing 2030 is serving as a practical tool for brands as they look to integrate sustainability considerations into the marketing discipline. These playbooks will help take the original research from theory to action, equipping marketers with voluntary principles to consider, tools on how to apply the thinking as well as best practice examples. The Radical Innovation playbook is a chance to see what best-in-class brands such as e.l.f Beauty, Levi Strauss and Co and IKEA are approaching innovation, how it’s transforming business performance and helping to meet company decarbonisation targets,” said Michelle McEvoy, Global Lead, Sustainable Marketing, WFA.

Read more about WFA's Sustainable Marketing Community.