Making the marketing function part of the climate change solution

Christine Downton

The marketing function needs to rethink its approach to climate change to deliver real action.

The marketing and communications function sits on the cusp between the business and the consumer. It sits between supply and demand.

As a result, many marketing organisations have limited their sustainability focus to two key areas, insight and education. The first involves providing insight and input to help its business design, develop and produce products or services with a sustainability focus and the second involves helping consumers make sustainable choices.

Most have also started requiring that their supply chains – the agencies and partners that support them in creating marketing communication – are focused on sustainable practices.

Despite such efforts,...

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