2023年可持续营销报告（英）-45页_12mb

Wfa Sustainability And Marketing Report Summary

Introduction

The core of sustainable marketing involves adopting circular principles across the discipline. This report introduces the circular marketing and growth framework designed to reimagine marketing's role in business and society, positioning marketing as part of the solution to drive brand growth and business performance.

Key Findings And Insights

• Global Perspective: Respondents from diverse regions and functions show strong engagement with sustainability, but gaps persist in marketing's understanding and implementation. Europe and APAC lead in activity, while challenges like siloed initiatives and lack of consensus hinder progress.
• Consummer Behavior: High intent to act on climate issues, but an "intent-to-action" gap exists. Businesses face pressure from stakeholders to address environmental issues, with sustainability leaders playing a pivotal role.
• Opportunities: Key opportunities include expanding marketing's value chain role, leveraging consumer activism for premiumization, and achieving cost savings.
• Challenges: Major obstacles are transparent measurement, siloed sustainability efforts, conflicting strategies, regulatory complexity, and greenwashing risks.
• Regional Variations: Marketing lags in some areas (e.g., Latin America), while regions like APAC focus on premiumization alongside cost savings. Local nuance is essential for execution.

Circular Marketing & Growth Framework

This framework includes five framing principles:

• Value Redefined: Shift from sole financial metrics to holistic success including environmental and societal impacts.
• Creativity Into Action: Ground sustainability communications in demonstrable action to avoid greenwashing.
• Transformative Relationships: Move from exchange-based partnerships to value-aligned collaborations for scaled impact, with examples like Walmart's renewable energy partnerships.
• Sustainability First: Integrate sustainability into core business strategy, not as a standalone function.
• Radical Innovation: Leverage innovative approaches (e.g., circular payments like Mastercard's case) to drive sustainable transformation.

Evidence And Examples

• Companies like Oatly and Diageo demonstrate proactive sustainability measures, such as transparent carbon footprint reporting and circular platforms.
• Data shows marketing teams need equipped skills, insights, and tools for effective sustainability strategy, with 57% prioritizing these.
• Challenges stem from poor measurement, internal alignment issues, and regulatory barriers.

Recommendations And Call To Action

• Empower marketers to lead sustainability initiatives via WFA's resources and programs.
• Join the WFA Planet Pledge, sign up for newsletters, and participate in webinars to drive collective action.
• Commit to independent measurement and industry- aligned standards for global consistency.