How creativity can drive sustainable action

From left to right: James Prentice (Arla Foods), Özlem Şentürk (Kantar), Ketan Mohile (Vodafone) and Deb Caldow (Diageo).

One of the first outputs of the SM2030 study was The Circular Marketing and Growth framework, a practical levers-based approach that can accelerate the sustainable transformation of the marketing function. 

 Built on examples of what great marketing looks like when aligned with sustainable marketing practices, this series of voluntary guides will illustrate how leading marketers are tying sustainable marketing transformation to great business performance in practical, tangible ways. 

Ahead of the launch of the first guide on Creativity and the global webinars on Creativity into Action, due to take place on 17th January 2025, WFA spoke to four industry leaders to get their perspectives on why creativity matters in sustainability communications. 

Contributors:

Deb Caldow

Global Sustainability Marketing & Innovation Director, Diageo 

“The planet needs significant science-based action to create a sustainable low-carbon future and to mitigate the risk from climate change. Diageo has set ambitious targets, and our goals reflect the holistic way we measure and evaluate our responsibility and sustainability efforts, focusing on impact, not only within our own business, but also within the communities in which we operate. So, in this context, creating sustainable solutions that benefit people, planet and business is a job for marketers and innovators and will require creativity with precision – our key brand building philosophy at Diageo.   

We know that there are significant barriers for consumers to live sustainably - say-do gap research tells us that lots of people say they want to live more sustainably but those who act on that are few and far between. In the beverages category, 68% of people say that they want to live sustainably but only 12% of people turn that into action.  Closing this gap requires brands to recognise that they have the power to create products that are desirable and sustainable.  At Diageo, we call this the superpower of the ‘And’ – creating value for consumers and delivering sustainable solutions for planet.  This approach helps to make sustainable living an enhancer and not something that is reductive or required a compromise from the consumer.”

Özlem Şentürk

Senior partner, Global Sustainable transformation practice, Kantar

“93% of people express a desire to live sustainably, yet in reality, only 10% manage to turn that intention into action—a stark reflection of the intention-action gap. As marketers, we must envision a new narrative—one that not only redefines what’s possible but also delivers it in a way that inspires and empowers individuals to adopt sustainable lifestyles at scale. Creativity is the most critical bridge between this ambition and action.”

Ketan Mohile

Head of Global Brand Strategy, Vodafone 

“As marketers, we know that the strength of our content can enhance communication, but it’s the emotional connections we build that truly make it impactful. When it comes to a challenge as significant and urgent as safeguarding our planet, emotion is key – the more, the better. For too long, sustainability efforts have focused on negative emotions, pushing the narrative of urgency through fear. But humanity faces a massive intent-action gap. We all say we care, but our actions don’t always reflect that commitment.  

Creativity in sustainability communication can be a powerful catalyst for change, unlocking emotions such as joy, excitement and curiosity. It serves as a bridge between two worlds: one where our brand messages must remain authentic and relevant to our customers, and another where we must challenge the status quo and ask more of our audiences, even at a cost. When we balance these two forces effectively, we amplify our impact.” 

James Prentice

Global Marketing Transformation Lead, Arla Foods

 “As marketers we can all appreciate the value of a good story. The best stand the test of time because they are deeply insightful. Their retelling often nudging actions for the better. 

This applies to storytelling around sustainability as much as any kind of brand story. Something the ARLA German team have worked hard to craft. After pushing numerous sustainable related, credibility building narratives, and seeing marginal gains as a result in consumer sentiment, the team decided to go back to the consumer to find fresh insights for their sustainability story. 

A deeper understanding of what mattered most to them when it came to food choices and sustainability, led to a shift in the narrative. A story that connected on common ground – the aspiration to live a sustainable life – enabled simply by the food choices we make. Telling the story in this way delivered for both consumers and brand. And I’m looking forward to sharing more on the Creativity into Action webinar in January."

This Creativity into Action webinar is open to all. Registration is available here.

This webinar will be recorded and made available for WFA members on demand in the WFA Knowledge Hub from January 30^th 2025.