We're lagging behind on green agenda, CMOs admit

Marketing professionals have admitted the industry is way behind other sectors when it comes to understanding and embracing the sustainability agenda, conceding they must act more bravely and experiment to drive transformative change.

So says a new study by the World Federation of Advertisers, whose members are responsible for 90% of global marketing spend. Developed with Kantar’s Sustainable Transformation Practice, the study quizzed more than 900 senior client-side marketers across 48 countries.

The survey found that two-fifths (39%) of marketers had only just started out on their sustainability journeys, although 90% claimed they should be more ambitious and a further 94% said they needed to be braver in their strategies.

The survey also found that more than half (54%) of marketers reckon that consumers need more education about sustainable choices and actions and that brands are well-positioned to help.

Even so, 43% of companies have now added sustainability as a KPI for marketing departments, up from 26% in 2021.

Marketing is one of the key departments when it comes to negating the risks of greenwashing and many firms have published marketing and comms programmes that have been accused of twisting the truth over green claims.

There is a widening capability gap emerging for marketing professionals. A perpetual knowledge gap of sustainability topics has increased within the industry, cited by 35% in 2023, compared to 20% in 2021. One of the issues is that sustainability no longer fits into one sole function, and a lack of metrics, definitions and complex jargon all contribute to the knowledge gap.

Key challenges highlighted by the profession include a lack of internal resources (35%), a knowledge and skills gap (35%), organisational mindset where sustainability is viewed as a cost (32%), and a lack of transparency in measurement (30%).

WFA chief executive Stephan Loerke said: “Marketers are finally starting to grasp the scale of the sustainability challenge, particularly the climate crisis. We have reached the point where the status quo is no longer an option.

“Radical transformation is essential. We passionately believe that marketers are uniquely placed to drive the change we need on account of their unique creativity, innovation and communication skillset. The Sustainable Marketing 2030 initiative focuses on how marketers can drive growth while embracing the sustainability agenda.”