Your attitude is not sustainable! Driving our clients’ sustainability efforts to new heights

Ben Liang, Will Goodhand and Chris Wallbridge

This study focused on how market research is utilised by clients when making sustainability decisions and what room there is to optimise how both clients and agencies interact and perform.

Introduction

We approached this study with the intention of understanding how market research is currently being utilised by clients when making sustainability decisions, and identifying what room there is to optimise regarding how both clients and agencies interact and perform. Our observation and hypothesis for deeper examination was that whilst market research has gained a seat at the decision-making table and prominence in many areas, its influence over the sustainability agenda has been comparatively weaker.

What we uncovered is there exists a vast knowledge shortfall amongst agencies, and even sometimes the marketing teams setting briefs for agencies, as to the...

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