Companies must align sustainability measures with growth and financial viability

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 01, 2022, 3:38 AM GMT+0

Climate issues will become integrated with each component of the branding ecosystem in 2022.

As businesses commit to lowering carbon footprints, sustainability has become a focal point for corporate executives. Solitaire Townsend, the co-founder of Futerra, believes the pressure on the advertising, marketing, and PR functions to be held accountable for climate disinformation and greenwashing will increase in 2022.

While advertising and marketing's unique ability to influence change provides an opportunity for the industry, it will require innovation and courage from the industry leaders, notes Townsend. Marketing and advertising firms must discover growth and financial feasibility to sell climate solutions.

Climate-focused trends like the circular economy within experiential marketing could drive sustainability efforts. Selina Donald of Momentum Worldwide states, to convey value to “prospective talent”, agencies must take a stance on climate and sustainability problems.

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