Marketing and Sustainability: Closing the Gaps

In WFA’s 2020 ‘Marketer of the Future’ study sustainability lagged at the bottom of the ‘current role’ options provided but it was also No. 1 when asked which areas would become more important over the next five years.

In order to tackle this discrepency, WFA has launched its newest report:

Marketing and Sustainability: Closing the Gaps was run in partnership with Project 17, the communications unit centered on the United Nations' Global Goals and behavioural change experts, BVA Nudge Unit.

The findings are based on in-depth qualitative Interviews with 13 global Chief Marketing Officers as well as a quantitative survey run in conjunction with National Advertiser Associations with responses from more than 650 marketers in 34 markets around the world, including a wide mix of geographies, company sizes and categories.

Drawing on these sources, this report looks at:

• Consumer perceptions and expectations
• Marketers' perceptions of consumer expectations
• Marketers' perceptions fo their own organisations
• The gap between sustainability and marketing
• How to close the gaps

The full report can be downloaded below: