current
Integrated Sustainability Marketing
Sustainability is becoming a core business imperative, requiring marketers to develop authentic and impactful strategies.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
Increasing consumer demand for sustainable lifestyles and stricter ESG regulations are pushing businesses to prioritize sustainability. "Sustainability can't be a marketing agenda. It has got to be a company-wide agenda, where marketing's job is to find the authentic connection to make things relevant to the consumer and turn sustainability initiatives into growth drivers."
Context Signals
93% of consumers want a more sustainable lifestyle
Sustainability contributes $193B to the value of the top 100 brands (Kantar BrandZ)
94% of marketers believe their sustainability agendas need to be more ambitious (Sustainable Marketing 2030)
Edge
Increased use of blockchain technology for supply chain transparency and traceability.
Growing demand for circular economy business models and product lifecycles.
Emergence of new metrics and frameworks for measuring and reporting on sustainability impact.
