How the 'double bottom line' can balance profit and the planet

Marketers seeking to meet the challenge of climate change should consider adopting the “double bottom line”, which places equal value on the planet and profit, and is an issue explored more fully in WARC’s Marketer’s Toolkit 2022.

Why it matters

An overwhelming body of research has concluded that even immediate action is needed to tackle a wave of major environmental shifts. Given this situation, a dogmatic focus on growth at all costs is no longer considered viable by climate experts, as well as by many consumers and investors.

Takeaways

• WARC’s global survey of marketers found that 46% of respondents already place equal importance on the environment and financial growth.
• For the double bottom line to have real meaning, it must cover the entire product lifecycle, from design and manufacture to marketing and reusing or recycling unwanted goods.
• Marketers are well-placed to lead in this area, as they occupy a crossroads between multiple business functions that need to be reassessed using an ecological lens.

The big idea

“Today, consumers expect brands to do what they say, have the right values, and be able to tangibly show what they’re doing to make a positive impact in communities and on the environment” – Martha Velando, CMO, De Beers.