UN Global Compact and Kantar Unveil Groundbreaking Study on Sustainable Marketing Practices
In a major stride toward integrating sustainability into marketing practices, the UN Global Compact in collaboration with Kantar has recently unveiled the UN Global Compact–Kantar CMO Benchmark Study. This pioneering study serves as the first global benchmark that aims to evaluate marketing's progress in promoting sustainable transformation.
Based on the comprehensive CMO Blueprint for Sustainable Growth, the report sheds light on how marketing organizations are increasingly embedding sustainability within their growth strategies, brand development, innovation, and communications. The research incorporates insights from over 1,700 senior leaders from various sectors and regions, providing a multifaceted perspective on the current landscape of sustainable marketing.
The findings of this extensive study reveal that while there is a growing momentum towards sustainability, there still exists a notable gap between aspirations and practical execution. Surprisingly, 69% of marketers reported that their organizations are either "progressing well" or are already "well advanced" in integrating sustainability into their marketing strategies. However, when assessing performance across the 28 benchmark statements outlined in the study, the average perception dropped markedly to 52%, indicating a disparity between ambition and actionable results.
Progress appeared most robust in areas where marketing has direct control; specifically, the study notes that performance in Communications, Advertising, and Media (56%) and Brand Strategy (54%) was notably stronger. In contrast, lower performance metrics were reported in areas necessitating cross-functional collaboration and broader systems change, such as Innovation (50%) and Collaboration Partnerships (48%).
Commenting on the report, Sanda Ojiambo, CEO and Executive Director of the UN Global Compact stated, "This benchmark report provides an industry-wide perspective, highlighting both the momentum in the sector and the critical gaps that remain. The imperative for sustainable growth is clear; it is not merely a future goal of marketing but rather a current mandate. Brands willing to lead in this transition will build greater trust, drive innovation, and ensure robust long-term success."
Jonathan Hall, Managing Partner of Kantar’s Sustainable Transformation Practice, added, "The urgency surrounding climate change is well recognized, presenting both a significant risk and considerable opportunity. The perception of sustainability is already adding meaningful value, contributing approximately 10% to the overall worth of the Kantar BrandZ Global Top 100 brands. However, while marketing and sustainability leaders acknowledge their responsibilities and the associated opportunities, converting intentions into substantial impact requires systemic change and innovative operational approaches. This benchmark report outlines how marketing and sustainability can collaborate to generate value that benefits both the populace and the planet."
A significant finding indicates a notable perception gap between marketers and sustainability leaders. While 27% of marketers view their organizations as "well advanced" in sustainable transformation, only 9% of sustainability professionals concur. This disparity emphasizes the necessity for enhanced alignment, defined shared objectives, and integrated decision-making throughout organizations. Additionally, a considerable gap regarding circular growth models emerged, with 49% of sustainability leaders believing in the feasibility of achieving profitable growth through circular business practices, contrasting with only 25% of marketers sharing that belief. This suggests that the concept of circularity is not yet comprehensively recognized or integrated as a fundamental driver of long-term business growth and innovation.
To address these challenges, the study delineates several critical opportunities for Chief Marketing Officers (CMOs) and marketing leaders, which include:
1. Enhancing insights related to sustainable consumption and behavior modification.
2. Integrating sustainability into growth strategies and investment planning.
3. Promoting circular and systemic thinking throughout value chains.
4. Cultivating stronger collaboration across various functions and ecosystems.
5. Incorporating sustainability into Key Performance Indicators (KPIs), governance protocols, and performance assessment systems.
The UN Global Compact–Kantar CMO Benchmark Study is developed in partnership with Kantar’s Sustainable Transformation Practice and serves as a tool for organizations eager to:
This study builds on the earlier launched CMO Blueprint for Sustainable Growth, a global framework crafted in collaboration with marketing pioneers to aid CMOs in embedding sustainability into their marketing strategies and practices. To access the comprehensive report and assess your organization’s sustainable marketing maturity, visit UN Global Compact's website
Based on the comprehensive CMO Blueprint for Sustainable Growth, the report sheds light on how marketing organizations are increasingly embedding sustainability within their growth strategies, brand development, innovation, and communications. The research incorporates insights from over 1,700 senior leaders from various sectors and regions, providing a multifaceted perspective on the current landscape of sustainable marketing.
The findings of this extensive study reveal that while there is a growing momentum towards sustainability, there still exists a notable gap between aspirations and practical execution. Surprisingly, 69% of marketers reported that their organizations are either "progressing well" or are already "well advanced" in integrating sustainability into their marketing strategies. However, when assessing performance across the 28 benchmark statements outlined in the study, the average perception dropped markedly to 52%, indicating a disparity between ambition and actionable results.
Progress appeared most robust in areas where marketing has direct control; specifically, the study notes that performance in Communications, Advertising, and Media (56%) and Brand Strategy (54%) was notably stronger. In contrast, lower performance metrics were reported in areas necessitating cross-functional collaboration and broader systems change, such as Innovation (50%) and Collaboration Partnerships (48%).
Commenting on the report, Sanda Ojiambo, CEO and Executive Director of the UN Global Compact stated, "This benchmark report provides an industry-wide perspective, highlighting both the momentum in the sector and the critical gaps that remain. The imperative for sustainable growth is clear; it is not merely a future goal of marketing but rather a current mandate. Brands willing to lead in this transition will build greater trust, drive innovation, and ensure robust long-term success."
Jonathan Hall, Managing Partner of Kantar’s Sustainable Transformation Practice, added, "The urgency surrounding climate change is well recognized, presenting both a significant risk and considerable opportunity. The perception of sustainability is already adding meaningful value, contributing approximately 10% to the overall worth of the Kantar BrandZ Global Top 100 brands. However, while marketing and sustainability leaders acknowledge their responsibilities and the associated opportunities, converting intentions into substantial impact requires systemic change and innovative operational approaches. This benchmark report outlines how marketing and sustainability can collaborate to generate value that benefits both the populace and the planet."
A significant finding indicates a notable perception gap between marketers and sustainability leaders. While 27% of marketers view their organizations as "well advanced" in sustainable transformation, only 9% of sustainability professionals concur. This disparity emphasizes the necessity for enhanced alignment, defined shared objectives, and integrated decision-making throughout organizations. Additionally, a considerable gap regarding circular growth models emerged, with 49% of sustainability leaders believing in the feasibility of achieving profitable growth through circular business practices, contrasting with only 25% of marketers sharing that belief. This suggests that the concept of circularity is not yet comprehensively recognized or integrated as a fundamental driver of long-term business growth and innovation.
To address these challenges, the study delineates several critical opportunities for Chief Marketing Officers (CMOs) and marketing leaders, which include:
1. Enhancing insights related to sustainable consumption and behavior modification.
2. Integrating sustainability into growth strategies and investment planning.
3. Promoting circular and systemic thinking throughout value chains.
4. Cultivating stronger collaboration across various functions and ecosystems.
5. Incorporating sustainability into Key Performance Indicators (KPIs), governance protocols, and performance assessment systems.
The UN Global Compact–Kantar CMO Benchmark Study is developed in partnership with Kantar’s Sustainable Transformation Practice and serves as a tool for organizations eager to:
- - Gauge their sustainable marketing maturity.
- - Benchmark themselves against peers across various markets and sectors.
- - Identify capability deficiencies and prioritize areas of focus.
- - Accelerate transformation initiatives that are aligned with the Sustainable Development Goals (SDGs).
This study builds on the earlier launched CMO Blueprint for Sustainable Growth, a global framework crafted in collaboration with marketing pioneers to aid CMOs in embedding sustainability into their marketing strategies and practices. To access the comprehensive report and assess your organization’s sustainable marketing maturity, visit UN Global Compact's website
Topics Consumer Products & Retail）
【About Using Articles】
You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.
【About Links】
Links are free to use.