Value of Sustainable Marketing

COMING SOON:

Value of Sustainable Marketing Primer

In May 2026, WFA will release the first output from its new global research project in partnership with the Future of Marketing Initiative at Oxford University’s Saïd Business School, Revolt and Kantar’s Sustainable Transformation Practice.

This global voluntary initiative is aimed at supporting marketers in understanding the relationship between Sustainable Marketing Communications, brand value effects and brand growth.

 

In advance of the full report later this year, the Sustainable Marketing primer is designed to help set the scene in a complex and evolving landscape, providing marketing leaders with a clear reference point for key concepts, current debates, and emerging trends.

Featuring a synthesis of the existing evidence on the link between Sustainable Marketing and value creation, this report is informed by practitioner perspectives from interviews with Senior Marketing and Sustainability leaders, academics and Industry experts, to help ground the theory into daily reality of marketers.

To receive a copy of the primer and the final report, please share your details.

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