With consumers consistently expressing concerns about environmental issues, and growing regulatory pressures on carbon emissions, now is a good time for marketers to take the lead on sustainability, says Advertising Association president Keith Weed.

Why it matters

Research points to a majority of consumers expecting brands to take action on sustainability and for them to do so in a way that neither sacrifices things like taste and performance nor adds to the cost.  

Takeaways

• Ultimately brands will be forced to address sustainability by regulation and legislation. However, marketers can get ahead of that, future-proof their business and gain credit with...