In the WFA’s 2020 ‘Marketer of the Future’ study, sustainability lagged at the bottom of the ‘current role’ options provided; but it was also number 1 when asked which areas would become more important over the next five years.
In order to tackle this discrepancy, the WFA launched this report, Marketing and Sustainability: Closing the Gaps.
The findings are based on in-depth qualitative interviews with 13 global CMOs, as well as a quantitative survey run in conjunction with national advertiser associations, including ISBA. More than 650 marketers in 34 markets from around the world responded.
Drawing on these sources, this report looks at:
- Consumer perceptions and expectations;
- Marketers' perceptions of consumer expectations;
- Marketers' perceptions of their own organisations;
- The gap between sustainability and marketing;
- How to close the gap.