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Report Reveals Gap Between Marketers and C-Suite in Driving the Sustainability Agenda

March 13, 2017

Report Reveals Gap Between Marketers and C-Suite in Driving the Sustainability Agenda

March 13, 2017
by Sustainable Brands

Sustainability isn’t just a buzzword these days — it’s insurance against reputational risk, the key to new market opportunities, a safeguard against climate change and a critical element for staying competitive. And companies that are resistant to adopting a defined sustainability standards will feel the effects.

Mind the Gap: How Marketers Feel About Sustainability, a new report by marketing website The Drum and marketing agency gyro, finds that while the majority of marketers feel a moral imperative to incorporate sustainability practices into business, only 38 percent of the companies they work for have defined strategies.

Over two hundred brands and agencies were surveyed for the report to understand how marketers perceive their organization’s impact on the environment, the barriers they encounter and how they view their roles alongside the C-suite in driving the sustainability agenda. An absence of management urgency, a lack of buy-in from management and cost of initial investments were identified as the three principle barriers faced by forward-thinking marketers. What’s more, 52 percent of marketers that participated in the survey said their companies did not have sustainability strategies.

“Nothing is more humanly relevant than sustainability,” says Christoph Becker, global CEO and CCO of gyro. “Now is the time for business to drive positive and necessary change. Because sustainability isn’t just about business, it is about the future of life itself. As this groundbreaking, first-of-its-kind study proves, a company’s stated approach to sustainability is the primary marker that shows it is living up to its stated ideals.”

Mind the Gap points to several key benefits for businesses that integrate sustainability into their operations. Forty-two percent of marketers believe investment in sustainability will lead to long-term financial gains and 41 percent feeling confident sustainability will put them at a strong competitive advantage in the market over the next five years. Additionally, 52 percent feel that investing sustainability will boost brand perception.

Read more at Sustainable Brands.

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