Sustainability has shot up the corporate agenda, helped by passionate marketers who understand the business and reputational benefits from acting responsibly.
Yet the fallout from Covid-19 means current board priorities are as much about corporate survival as they are about corporate responsibility.
The challenge now for marketers is to ensure sustainability remains visible at C-suite level. They need to explain how consumers, following their own experiences during the pandemic, are more empowered than ever when deciding which brands they interact with.
According to brand purpose research from social intelligence company Brandwatch, 57% of consumers think businesses should focus more on sustainability and the environment in 2021.
Behavioural science specialist Dr Helena Rubinstein of Innovia Technology, says people have been forced to radically change their behaviours and some changes will be ‘sticky’. Being skilled at connecting with the consumer’s psyche, marketers must help businesses understand which new factors are most important.