WFA launches ‘Sustainable Marketing 2030’ to close the gap between intent and action

Stephan Loerke and Ozlem Senturk

Fewer than half (39%) of marketing departments have taken the lead in their sustainability journeys, but the will to transform has grown, according to new research from the World Federation of Advertisers in partnership with Kantar’s Sustainable Transformation Practice.
  • Sustainability challenges like the climate crisis appear to have become more prominent in recent years, so much so that the size and scale of change are gradually dawning on marketers – capability gaps were cited by 35% versus 20% in 2021.
  • The research uncovers a greater ambition to transform with marketers agreeing that sustainability agendas must be more ambitious; this is reflected in more brands now having sustainability as a KPI in their marketing dashboards – up from 26% in 2021 to 43% in 2023.
  • Additionally, despite the fear of being accused of greenwashing, 82% surveyed say companies need to...

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