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26 March 2021
Marketers can lead on sustainability: Weed
Brand purposeEnvironmental & social issuesManaging the marketing function
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.