Sustainability has fast become a dealbreaker in business. This week an estimated 20,000 people from 196 countries are gathering in Glasgow for the UN’s annual climate change conference (Cop26), each passionate about the need to carve out more sustainably driven policies, products and practises.
Marketers need to stop showing off and start knuckling down to help address sustainability targets, according to top marketers Danone, Asahi and Credit Suisse.
Viewing sustainability as a ‘key component’ of the brand, Nestlé global CMO Aude Gandon believes wider issues like climate change and social justice can be addressed on both a global and local level.
While the attention in business has been firmly focused on surviving Covid-19, some brands are pushing to ensure that sustainablity does not fall off the radar.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.
Increased volume sales must be a “bedrock” of sustainable growth, Nestlé CEO Mark Schneider said, indicating the company must invest in marketing and innovation to achieve this goal in 2024.
The outgoing Channel 4 CMO will join ad agency M&C Saatchi in May.