Measuring sustainability: Optimising marketing strategies for profit and planet

New entrants and transformed businesses – those who are set up to optimise for both sustainability and profit – will steal a march on those who do not have sustainability at their core.

The climate crisis is undoubtedly transforming the way organisations are operating, with sustainability increasingly reaching the top of the business agenda.

Fundamentally, sustainability is a boardroom issue, primarily because getting serious about sustainability is a whole business issue that impacts commercial performance. It requires investing in changes to the supply chain, production and distribution, or through shifts in product mix and pricing. Higher costs or selling less denudes margins. And as marketers, our job is almost invariably to chase profit.

Yet it’s only a matter of time before consumers are better informed and more demanding of measured and demonstrable sustainability...

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Insights Team
Bray Leino

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