Dentsu and Kantar has launched ‘Marketing a Better Future’, a flagship research exploring the function APAC entrepreneurs play in reaching company sustainability ambitions and SDGs. 

 “With the exponential growth of Asian economies, spending power is moving East with the region shaping global consumption trends. This gives Asian consumers and companies a new and unique responsibility, especially as the region is expected to bear the brunt of climate-related catastrophes. Consumer behaviour urgently needs to shift to more sustainable habits and lifestyles,” mentioned Dentsu in a press launch.

According to Kantar’s newest Global Issues Barometer, local weather points are a key concern with almost 60% of customers globally saying they expertise eco-anxiety which is driving elevated consciousness and need for motion. In tandem, system-level modifications are wanted to succeed in international sustainability targets and make sure the planet’s future. There is little doubt that companies, manufacturers, and their company companions are at a nexus of want and alternative. As the bridge between manufacturers and customers, entrepreneurs have a novel alternative, and subsequently the duty, to be generational brokers of change influencing shopper behaviour, in addition to driving customer-informed innovation.   

Marketers are failing, nevertheless, to know the chance. Dentsu and Kantar’s inaugural research of over 70 model entrepreneurs in 12 markets throughout Asia-Pacific discovered that just one in three (34%) advertising and marketing and insights groups are ‘executing against their sustainability plans and measuring progress’. This compares unfavourably to 46% within the provide chain, and 51% in company technique. The new research recognized two vital intention-action gaps, the buyer intention-action hole and the organisational intention-action hole, the place entrepreneurs’ challenges are rooted, the research report says.

In order to realize deep, needle-moving development in sustainability, the research discovered advertising and marketing features want a philosophical revamp: to be given the mandate to drive innovation past short-term gross sales KPIs, and to create development that’s good for society and the planet in addition to enterprise. Corporate sustainability transformation and sustainable consumption must turn out to be the organising precept round which advertising and marketing features. The research predicts that by making this radical change, manufacturers will have the ability to drive the behaviour and life-style shifts required to realize the 40% – 70% reductions in greenhouse gasoline emissions that the sixth IPCC assessment report estimates as achievable. 

Dominic Powers, Chief Growth Officer, dentsu Asia Pacific, mentioned, “Meaningful progress in sustainability requires an ecosystem level effort where businesses, consumers and civic society, policymakers, regulators and capital providers work in harmony. Marketers must not only be empowered by businesses to drive innovation that can fuel deep change, but they must also revamp the entire philosophy behind the way the function is designed, which is predicated on selling more. At dentsu we design the ‘what’s next’ for brands. It is clear that sustainable consumption has to be the organising principle of marketing teams, who must now instead focus on inspiring people everywhere to a new way of sustainable living. To do this, brands and marketers must reframe their constituents to include ecosystem partners that co-own the sector’s value chain and its carbon footprint. By positioning themselves as the change agent between the larger ecosystem, customers, and their company, marketing teams will be uniquely positioned to drive relevant, resonant, step-change innovation that will help ensure a sustainable future for us all.”   

Trezelene Chan, Head, Sustainability Practice, Kantar APAC added, “We already know that the consumer intention-action gap is a problem for marketers, with 56% identifying it as a major challenge. Only 17% of Asian consumers actively change their behaviour to be more sustainable, despite 98% of Asians saying they will. Our study reveals, however, that the organizational intention-action gap is an equally important challenge to be addressed. Although 73% of marketers believe sustainability is important for business continuity and value growth, the study uncovered tactical and fundamental barriers that hinder marketers from taking on meaningful sustainable leadership. These include a focus on short-term sales growth targets above all other KPIs, a lack of clarity within the marketing function around metrics of success in relation to sustainability goals, and a lack of adequate resources or capability building for sustainability within the marketing function. Innovation, collaboration, and ownership across the different business functions against a clear set of sustainability goals will be required. Sustainability initiatives by the brand need to address consumers’ and the planet’s needs holistically and simultaneously. This means a whole new mindset for marketers and their corporate leaders.”