WFA-可持续营销2030（英译中）

可持续发展"Asustainablegrowthframeworkformarketing"1.Introduction2.Executivesummary3．○urapproachtothisproject4.Areweclosingthegaps?5．opportunitiesandchallenges6．Regionaldifferences7．circularmarketing&growth:our8.Theframeworkandbenchmarkdata9．what'snext10.AppendixKANTAR联系人。联系人。Introduction.overthelasttwoyears,organisationsaroundtheworldhavewokenuptothescaleofthetransitionrequiredtoaddresstheunitedNationssustainableDevelopmentGoalsltisnolongeraquestionofwhethermarketingregardsclimatechangeandothersustainabilityissuesasrelevant.lt'saboutexaminingourplansandcommitmentsandassessingifandhowwecanstepuptothescaleoftheThemagnitudeandurgencyofthisshiftisanalogouswiththedigitalrevolutionwhichreshapedthewaywecommunicateconnectandconsume.1.联合国行动十年lfweviewtheclimatecrisisthroughthesamelens,wecanbegintoappreciateitspotentialtodrivetransformationachangeandbuildamoresustainablefutureforall.Thisglobalresearch-basedthoughtleadershipprojecthasbeenledbywFAinpartnershipwithkantar'ssustainableTransformationpractice.Theprojectaimstopaintacollectivepictureofprogressasweredefinetheroleofmarketingfortheremainderofthis'DecadeofAction'.1INTARINTARMrMrGrowthThekeytosustainablemarketingisinprovideforandadoptingcircularprinciplesineveryaspectofthediscome.Basedonthefindingsofourstudy,thecircularmarketing&growthframework旨在重新想象营销在企业和社会中的作用，以帮助营销成为解决方案的一部分。Theframeworkiscomprisedoffivelevers:1.sustainabilityfirst.Aswithdigitaltransformation,sustainabilitycannotbeviewedasastandalonefunction·trequiresusalltolookattheworldthroughanewlens.2.Radicalinnovation·Treatingsustainableinnovationasastrategictransformationopportunity,drivenbymarketing，ratherthanatacticalopportunity.3Transformativerelationships.shiftingfromexchange-basedpartnershipswithlimitedimpacttotransformativerelationships-bothinternallymarketing'screativepotentialwithsustainabilitycommunicationsgroundedinaction.5.valueredefined.Fromasolelyfinanciallenstoamoreintegratedviewofsuccessthataccountsforenvironmentalandsocietalimpactalongsidefinancialmetrics·LeadingLeadingpportunities.Innovateandcreatenewbusinessmodels.Drivebehaviourchangeatmassscale.EmbracecollectiveresponsibilityKANTAR4KANTAR我们的方法。"Marketersarefinallystartingtograspthescaleofthesustainabilitychallengeand,inparticular,oftheclimatecrisis.wehavereachedthepointwherethestatusquoissimplynotanoption.Transformationhasbecomeessential.wepassionatelybelievethatmarketersareuniquelyplacedtodrivethechangeweallneedthankstotheiruniqueskillsetofcreativity,innovationandcommunication.oursustainableMarketing2030initiativefocusesonhowmarketerscandrivegrowthwhilstembracingthesustainabilityagenda.Itisincumbentuponusalltoscaletheseeffortsacrosstheindustrybecausetimeisrunningout.Fast!"stephanLoerke,CEO,worldFederationofAdvertisersAtwFAGlobalMarketerweek2022,74%ofdelegatesAtwFAGlobalMarketerweek2022,74%ofdelegatesagreedwiththemotionthatmarketingtodayisnotcompatiblewithasustainablefuture.1Itiswithinthisoverarchingcontextthatglobalbusinessesarebeingcalledtomore，shiftingfromincrementalnudgesintheirsustainabilityTherewerethreestepstothesustainableMarketing2030research:themarketingindustryisinthissustainabletransformationbriefandexploreswhether1.weconducteddeskresearchdrawingon1.weconducteddeskresearchdrawingonextensiveexistingbodiesofworkandexistingkantarresearch.2.wewereguidedby18in-depthvisioninterviewswithgloballeadersand10interviewswithsustainabilityexperts·3.wescaledtheresearchtoaglobalquantitativestudywithseniormarketersinwFA's2021report"Marketingandsustainability:closingtheGaps2，withinthewiderglobalclient-sidemarketingcommunity.effortstoanexponentialshiftintheiractions.Theareasoffocusforthisreportare:ThisshiftdemandsthatbusinessestransformprogressofthecompanyandmarketingprogressofthecompanyandmarketingfunctiononthesustainabilityjourneysustainabletransformationopportunitiesandchallengesMarketingleversforsustainablegrowth:strategy,innovation,partnerships,communicationandmeasurement.toalignwithamoresustainabegrowthandconsumptionparadigm·Marketingwilbecentraltodeliveringagainsttheseambitions·across48marketsKANTAR51.WFA大辩论KANTAR52.WFA可持续发展和营销报告领导和专家提出了这一倡议。andguideustowardstheissuesthatmatter.康尼·布拉姆斯CherylGohCristinaDiezhandinoRajaRajamannarJohanWickmarkArjanDijkFabriceBeaulieuJaneWakelyLexBradshaw-ZangerChrisLeong克拉拉·李PreetiSrivastavPonzPandikuthira约翰SchoolcraftCharmianKresseWeslingCBE爱dentsuINTAR6我们的全球社区。wewouldliketoextendourthankstothe44NationalAssociationswhoalongsidekantarclients,droveuptakeofthisstudyaroundtheworldandcontributedtheirvaluableinsights.KANTAR7EuropeAPACEuropeAPACMEA全球定量样本。Thequantitativesurveydrewfrom938seniorclient-sidemarketersacross48countriesaroundtheworld，includingawidevarietyofterritories,companysizesandcategories.unlessstatedotherwise,allinsightsinthisreportarefromwFA'sglobalsurveyentitledsustainableMarketing2030"conductedinpartnershipwithkantar'ssustainableTransformationpracticebetweenoctober2022andMarch2023.受访者在世界各地分裂。受访者在世界各地分裂。受访者跨职能拆分。Other*PR/通信洞察力市场营销市场营销Strategy可持续性/CSR媒体/数字*otherincludesMarketingprocurement/sourcing,public/government/externalaffairs/sales/ecommerceandotherandwerenotrepresentedindividuallyastheyrepresentlessthan5%oftheanswersKANTAR8我们正在缩小差距KANTAR9KANTARstronglyagreesomewhatagreeNeitheragreenordisagreesomewhatdisagreestronglydisagreestronglyagreesomewhatagreeNeitheragreenordisagreesomewhatdisagreestronglydisagree许多公司正在加紧。但是我们需要走得更远更快。许多公司正在加紧。营销有机会将自己重新置于业务绩效的驱动地位。品牌领导者和CMO完全可以将他们的见解与消费者对可持续性的需求联系起来，以推动品牌增长和随后的业务绩效。220%30%50%60%40%10%70%20%30%50%60%40%10%90%ofparticipantsagreethatsustainabilityagendasmustbemoreambitiousforbiggerandtimelyimpact."overthelast70years,we'vebeencreatingdemandforlifestylesthatcallformore,moreandmore.we'vebeendrivingconsumptionthatiscompletelyincompatibleonaplanetwhereresourcesareconstrained.sowedon'tjustneedtomakeincrementalchangesinindustry,wehavetofundamentallyrethinkthemodelandthepurposeofourindustry.Thegoodnewsisthat'scompletelywithinourreach.lthinkwehaveallthecapabilitiesweneedtodrivechangeanddriveabetterfuture.Butit'sgoingtorequirepeopletodisconnectfromamodelwhichhasmadethemvery,verysuccessful,andstarttoembraceanewwayoflife,andthat'sgoingtobeatension."AnnaLungley,chiefsustainabilityofficer,InternationalMarkets,Dentsu1.1.WFA可持续发展和营销报告2.WFA星球承诺INTARAspeoplebecomeAspeoplebecomemoreawareoftheresponseneededtosolveissuesliketheclimatecrisis,theyunderstandthatwhattheirorganisationsarecurrentlydoingisnotenoughdespitemakingmeaningfulprogress.ASaresult,company-leveconfidenceisdownwithfewerperforminginthetopbracket,from29%in2021to15%in2023.However,theperceivedprogressofthemarketingfunctionhasremainedalmostidenticalbetweenthe2021andThemarketingfunctionisstilllaggingcomparedtotherestofthebusinesstwoyearson:thatsaid,sustainabletransformationisstillseenasaresponsibilityandanopportunity.wheardthatmarketinghasthebudgetandtheauthoritytobetteractivatesustainabilitywithinthestrategicagendaversuswhatcanbeachievedbysustainabilitydepartmentsorotherfunctionsactinginisolation.Respondentsalsotoldusthattheircompaniesaretakingmeaningfulstepstodriveprogress.Executiveinvolvement-87%saytheirchiefsustainabilityofficerreportstoeithercEOOrtheBoardvs80%in2021·Increasedvisibilityofsustainabilitykpls-sustainabilityasaKPIintheirmarketingdashboardshasincreasedto42%in2023vs26%in2021.Focusingonsustainabilitycommunications-40%ofbrandsnowsaytheyhaveasustainabilitystoryandareproudtocommunicateitversus25%in2021.但营销功能仍然滞后。“营销与可持续发展：缩小差距”(WFA2021报告)“可持续营销2030”（WFA2023报告）在公司层面营销职能INTARVSVS消费者对气候问题的总体参与度仍然很高。Aspeoplebecomemoreawareoftheclimatecrisisandtheroleofindustrywithinit,theyaredemandingthatbusinessesdomore.withmanybrandssteppingforwardtodeclarecommitments,peoplearescrutinisingtheclaimstoensurethatactionsfollow.Aroundtheworld,peoplearebecomingincreasinglyvocaaboutbrandsdeemedtobeuntruthfulintheirclaimsandareunafraidtopubliclyholdthemtoaccount.saybusinesseshavehadthemostnegativeimpactontheworld'senvironmentalproblems1Havestoppedbuyingproducts/servicesthathaveanegativeimpactontheenvironmentandsociety2MarketingMarketingispowerful:itcanchangehowpeoplethink,feelandbehave.whetheryou'reacreative,aplanner,orastrategist,weshouldallbeaskinghowwecandrivechangesthatareforthebetter.Howwecanhelpbrandsdeliversolutionstotheproblemsthatmattermosttotheirconsumersthroughauthentic,credibleactionsthatresonatewithconsumersandaddressthebrand'smostmaterialimpacts."1.KantarResearch，1.KantarResearch，全球监测4.WFA可持续发展和营销报告但是“意图到行动”的差距仍然ThewFA2021researchreport4notedthepresenceofanintent-to-action'gap:consumerssaidtheywantedtolivemoresustainably，yettheywerenotfollowingthrough·our2023visioninterviewssuggestthatthistensionremainsandthatthereisadifferencebetweenwhatconsumerssayandhowtheybehaveinreality·ofpeoplesaytheyareofpeoplesaytheyarepreparedINTAR82%agreed82%agreed"companiesneedtobebraverincommunicatingtheirsustainabilityefforts"(versus89%in2021report)VS压力和审查现在来自多个利益相关者。Thereisadirectionalshiftfromsingletomulti-stakeholderengagementonclimateissues，withtheresultingpressureandscrutinyprovingcomplextonavigateformany.Thispresentsincreasingbrandandreputationalriskforthosenotpreparedtotaketheirbusinessimpactsseriously.Thebrandsthatalignthemselveswithpeople'svalueswillremainculturallyrelevant,commerciallysuccessfuandwillcontinuetoattractandretaintheverybesttalentinourindustry.人民说解决气候和环境问题是企业的责任1雇员说，当政府未能解决社会问题时投资者如果一家公司不出售他们的投资充分解决ESG问题33.普华永道2021年全球投资者调查：3.普华永道2021年全球投资者调查：普华永道Marketersfeelthatbeingconciseincommunicationsisincreasinglydifficultduetoariseingreenwashingaccusations.Anemergentresponseisthetrendof'greenhushing'，wherebrandsareafraidtospeakupaboutprogressforthefearofbeingcriticisedforalackofperfection.Marketersstillfeelbraveryincommunicationsiscritical,butthistensionhasimpactedoverallconfidence.Alongsidebravery,marketerscontinuetofeelthattransparencyincommunicationsiskeyandthatconsumersseehonestyasasignoftheauthenticitytheyarelookingfor.VS89%said"ltisoktosayyouhaven'tfixedallyourproblems"(versus90%in2021report)KANTAR是时候加强营销了.这是我们的责任.Thestudydemonstratesthatmarketersrecognisethatconsumerswanttolivemoresustainablyandit'smarketing'sresponsibilitytoenablepeopletodoso.ofofmarketerssaybrandshavearesponsibilitytohelppeoplelivemoresustainably(vs.92%in2021)difference(vs.95%in2021)Marketingexcelsinitsabilitytounderstandpeople'sneedsanddesiresandtotellthestoriesthatcreatemeaningfulconsumerengagement.Thebrandswehaveatourdisposalarepowerfuldriversoflifestylechangeatmassscale，offeringustheopportunitytonormaliseanew,moresustainablesetofbehaviours.KANTARKANTAR机遇带来挑战。Theoverarchingsenseofthisresearchisthatmarketingneedstotakebolder,moretransformationaactionsifitistorealiseitsroleandresponsibilityinhelpingtosolvetheclimatecrisis.90%ofmarketersinthestudyexpressedabeliefthatweneedtodrivemoreambitioussustainabilityagendaswithabiggerandmoretimelyimpact.Marketersdescribedtheopportunitiesininnovationbusinessmodelreinvention,consumereducation,developingmoremeaningfulpartnershipsandexpandingmarketing'sunderstandingofandinfluenceonthevaluechain.Butthisambitionisjuxtaposedwithachallenginginternalorganisationalcontext.Thetopsevenchallengeshighlightedythisstudywereallfocusedontheinternaorganisation，rangingfrommeasurementandresourcestomindsetandcapability.forganisationsareunableto'gettheirownhouseinorder',thenthelikelihoodofrealisingtheseopportunitiesdiminishes.KANTARKANTAR顶级机会。Innovatetocreatecompetitiveadvantagecreativityandinnovationareskillsthatmustbeharnessedinordertorealisethechangethatisneeded57%ofrespondentsagreedwiththeneedtoinnovatetocreatecompetitiveadvantage.55%saidthatinnovationwillcomefromdefiningnewbusinessmodelstogrowsustainably.Educatepeopleabouttheirchoicesandactionsatmassscale54%agreedwiththeneedtoeducatepeopleabouttheirchoicesandactions,reflectingtheinsightthatmarketingmustseektodriveandnormalisenewsustainablebehaviours-internallyandexternally.Transformativepartnershipstodrivebiggerimpactpartneringandpartnershipswillplayakeyroleindrivingthepaceandscaleofthechangerequired.46%ofrespondentsagreedthatmarketingcandrivebiggerimpactthroughshiftingfromalineartocircularunderstandingofvaluepresentsanopportunityforleaderscommittedtodrivingnewwaysofthinkingandacting，with44%agreeingthattheorganisationavaluechainpresentsopportunitiesformarketers."TheuNcallsforrapidtransformationateverylevelofsociety,yetwe'renotseeingthatlevelofambitioninindustry.wearetinkeringaroundtheedgeswithoperationalfootprintandmediadecarbonisation.wearenotaddressingtheelephantintheroom，whichis,'howdowedriveconsumptionandareweapplyingourcreativity,behaviourchangeandstorytellingskillstobeinserviceofasustainablefuture?"RobMCFaul,co-Founder,purposeDisruptors最大的机遇推动向可持续发展过渡。InnovatetocreatecompetitiveadvantageDefinenewbusinessmodelstogrowsustainablyEducatepeopleabouttheirchoices&actionsatmassscalecollectiveactiontodrivebiggerimpactExpandmarketing'sopportunitiesinthevaluechain利用消费者积极性来实现可持续的生活方式推动人才获取和留住节省成本的东西elseKANTARKANTAR"Thereisalegalreluctancetobeboldandstronginmarketingstatementsbecausegreenwashingissuchabigrisk.Fromamarketingperspective,youneedtosometimessimplifytomakeyourpointsandbesingle-minded.ThatisalmostalwaysrunningintoThatisalmostalwaysrunningintolegalissuesbecauseinsustainabilitymessagingyouhavetobeveryspecific.we'restillfiguringouttheperfectbalance."MarkvanIterson,GlobalDirectorDesignandsustainability,HeinekenInternational阻碍向可持续性过渡的挑战。Lackofp&LpolicythattreatsplanetandprofitequallyinLackofMarketing'sknowledgeand与当前业务战略和优先事项的冲突难以组织和实施跨行业举措保持在法规讨论的顶部并知道如何采取行动可thatsustainablewillbemorecostlythanones持续发展主张没有采取导致绿色清洗和其他批评的行动的支持没有/较差的行业共识、规范和法规6%某物else6%KANTAR17不同地区强调不同的主题。·NorthAmericaisleadingthewayintermsofapplyingacompanysustainabilityagenda(76%Vs59%globally)However,translatingthatintothemarketingagendaisbelowotherregions(41%Vs46%global).·Marketersfeellesspressureregardingpeopleexpectingbrandstohelpimprovetheenvironment(39%Vs47%globally).ontheotherhandtheyseeanopportunitytoeducatepeopleabouttheirchoicesandagreatopportunitytodrivetalentacquisition/retention(48%Vs31%globally)·NorthAmerica'stopchallengeistheinternalknowledgeandskillsgap,alsothehighestacrossallregions(55%Vs35%globally)拉特姆.ThebiggestperceivedchallengeinLATAMisthatsustainability计划与当前的业务战略和优先事项相冲突(37%对全球28%)。•该地区的营销人员需要帮助•营销人员更强烈地认为，在进行外部沟通之前，他们需要整理好自己的房子（60％对全球43。•需要为营销团队提供知识，Lackofp&Lpoliciesthattreatplanetandprofitequallyandinternalresourcechallengesarereportedasthetop2challenges.·slightlystrongerfearofgreenwashingintheregion，comparedwithotherpartsoftheworld(27%Vs23%globally).Nordicmarketersagreemorestronglywiththeideathatitisacceptabletoadmityouhaven'tfixedallyourproblemsdownstreaminnovations,suchasindisposal/waste(81%Vs74%globally)andconsideringsustainableimpactalongsidefinanciaproft(44%vs40%globally)oneofthebiggestchallengesinNordicsisnotbeingabletomeasureprogress(39%vs30%globally).KANTAR可持续转型将需要当地的细微差别。·TheMiddleEastperformsrelativelystronglyintranslatingthecompany'ssustainabilityambitionintothemarketingagenda(57%vs46%globally)andhavingsustainabilitykplsontheirmarketingdashboards(63%Vs42%globally).·Theopportunityofeducatingpeopleabouttheirchoicesandactionsatmassscaleismorewidelyaccepted(61%Vs54%globally).·Theregionalsoexperiencesdifficultiesinorganisingandimplementingcross-industrysustainabilityinitiatives(36%Vs26%globalIY)非洲。·companiesbasedinAfricaaretakingactiontowardthesDGS(55%vs38%globally).·Marketersfeelmorepressurefrompeopleexpectingbrandstohelpimprovetheenvironment(61%stronglyagreeVs47%globally).·Marketersfeeltheycanmakeadifference-(76%stronglyagreevs58%globally).·However,theperceivedknowledgeandskillsgapismorepronounced(50%vs.35%globally).亚太地区。·creatingpremiumproductsofsuperiorqualitythroughcommitmenttosustainabilityisseenasanopportunity(28%vs23%globally).costsavingsarevaluedmorehighlyasanopportunitycomparedwithotherregions(26%vs18%globally)·Thetopchallengeintheregionisthatsustainableinitiativesaredriveninsilosoradjacenttomarketing:significantlyhigherinAPAC(41%Vs30%globally).KANTAR推动进步的5个关键框架原Marketersdefinedasetofkeyprinciplestoaddresssustainabilitychallengesgoingforward:embeddedwithinmarketingpractice2.Marketingneedstobuildresilienceintothebusinessbycommittingtotransformationainnovationthattakesfutureenvironmentaandsocialimpactsintoaccount.3.ourabilitytocollaboratewillbeakeypointofdifferencegoingforward:withincorporationsacrossfunctionsandwithexternapartners-notleastagencies.4.Toavoidchargesofgreenwashingandtohelpconsumerschangetheirbehaviours，communicationhastouptheanteonnormalisingsustainablelifestyleswhilstbeingrootedinvaluechainreality.5.Howwemeasurevaluehastoevolveinlinewithshiftingbusinesspriorities,totakeintoaccountenvironmentalandsocietalmetricsaswellasfinancial.KANTAR循环营销与增长："Thereisuntoldpowerwhencompaniescanconnectthedotsbetweentheireverydaymissionandgreatersocialgood,generatingcommerciallysustainablesocialimpact.Formarketers,embeddingthissamemindsetintostrategiescanbenefitthebusinessandthebrand,whileensuringwe'removingtheindustryforward."RajaRajamannar,chiefMarketingandcommunicationsofficer,MastercardINTAR21循环营销和增长：Thecircularmarketing&growthframeworkisbuiltononeprinciple-itisnolongerviabletodrivebusinessgrowthattheexpenseoftheplanetandsociety.Brandsmustbecommittedtoanewlogicofvaluethatbalancesbusiness,theenvironmentandsociety;toanewdefinitionofgrowththatacknowledgestherealityofourplanet'slimitedresources.Asmarketers,wehavetobroadenourscopeinthevaluechainandexplorehowtheadoptionofcircularprinciplescanhelptofullyunlocknewvaluecreationopportunitiesforasustainableINTAR循环营销和增长：从线性学科转向循环学科。From.Marketing'sscopecentredinpurchaseanduse,withinlinearvaluechain.Theconventionaunderstandingofthevaluechainstartswithsourcingandendsindisposal,withmarketing'sresponsibilityfirmlycentredinthepointsofpurchaseanduse.to.to.Marketing'sscopebeyondpurchaseanduse,inlinewithcircularprinciples.1Throughinteractionwiththebroadervaluechain,marketingisabletounderstandboththeopportunitiesforandtheimpactofproductsandservicestherebyunlocking'value'inthesystem.处置来源来源制造Thisringfencesthevaluethatmarketerscanbringandlimitsourabilitytoinfluenceboththeupstreamsupplychainanddownstreamendofuseanddisposalstages来源来源制造Purchase使处置Thisalsoenablesmarketerstostrategicallybuildbusinessresilienceandgrowthalongsideotherfunctions,whilstcreatingopportunitiestodrivesustainablebehaviourchange·使用PurchasePurchase1.艾伦·麦克阿瑟基金会：循环经济原则INTAR"circulareconomiesandregenerativeeconomiesarecompletelynewwaysofthinkingaboutbusinesses"circulareconomiesandregenerativeeconomiesarecompletelynewwaysofthinkingaboutbusinesses.ThecompaniesthatareembracingthesemodelswholeheartedlyaresomeofthemostexcitingcompaniesonEarth.Ifyouwanttobeonthefrontfootandcuttingedge,youwanttobeintheowenGaffney,co-Founder,ExponentialRoadmapInitiative,CEoplanetarystewardship&co-lead,Earth4All循环营销和增长：框架。Thecircularmarketing&growthframeworkiscomprisedoffivemarketinglevers.Allfivelevers重新定义的值可持续性第一重新定义的值从纯粹的财务视角到更综合的成功观，考虑环从纯粹的财务视角到更综合的成功观，考虑环境和社会影响以及财务指标wereratedtobeofcriticalimportancetomareting'ssustainabletransformationjourney.ThecommoninsightacrossallleversisthatCrIculamarketingneedstoembedsustainableCrIculaintothewayweoperateandmakedecisions.Marketinrg＆GrowthThisgappresentsakeybarrierandMarketinrg＆Growthtobeaddressed.Thefollowingpageswilldeepdiveintothefivetobeaddressed.ofchange;providingbenchmarkdataontheperformanceofthemarketingfunctionwithineach.创造力转化为行动从作为独立沟通战略的可持续性到以创造力转化为行动从作为独立沟通战略的可持续性到以行动为基础的可持续性沟通从可持续创新作为增量的战术机会，到为业务提供面向未来的战略转型机会。转化关系从影响有限的基于交流的伙伴关系到内部和外部的变革性关系KANTARKANTARHowfaralongisyourmarketingorganisationintermsoftranslatingyourcompany'ssustainabilityagendaspecificallytoyourmarketingfunction?Howfaralongisyourmarketingorganisationintermsoftranslatingyourcompany'ssustainabilityagendaspecificallytoyourmarketingfunction?循环营销和增长：我们如何报告营销杠杆的表现。Inthisstudy,weaskedparticipantstoratetheirmarketingorganisationontheirprogressonthesustainabilityjourney.Basedontheseratings,wewereabletoclustermarketingorganisationsintermsofperformanceaseither'starter'or'Advanced'.ThematuritycurveinFigure1illustratesthat47%ofmarketingorganisationsare'Advanced'and49%oforganisationsare'starters'.Bycomparingadvancedandstarterorganisations，weareabletoprovideabenchmark,illustrating,thepercentageof'Advanced'organisationsthatperformwellonagivenattributeversusthepercentageof'starters'whoperformwell.Togiveavisualexamplebelow,wesee78%of'Advanced'organisationsratedwellontheattribute'goodunderstandingofthebroadervaluechain'whilstonly38%ofstarter'organisationsratedthemselvesasdoingwell.起动机高级属性：对更广泛的价值链有很好的理解Figure1.不活动营销职能在可持续发展道路上的进展weonlyreporton'Advanced'and'starter'clusters'progress.'lnactive'grouprepresents4%ofthetotalsample.INTAR缩短了属性描述。为简单起见，本报告中显示了每个属性的简短说明。有关完整说明，请参阅附录。BrandcontributionclearlystatedBranddrivessustainableactionGoodunderstandingofbroadervaluechainprioritiselong-termsustainableimpactovershort-termfinancialgainTransformtheentireportfolioEmphasiseradicalinnovation/newbusinessmodelsTakerisksandexperimentsupplychainmoresustainableMeasureandincentiviseagencypartnerscollaboratebeyondourcategorytoreduceindustryimpactproudtotellsustainabilitystoryGoodsustainablelivingcategoryvisionbehaviourincommssustainabilityimpact&KPIsinallcommsbriefs/evaluationEnvironmentaclaimsbasedsustainabilityonmarketingdashboardTrustedapproachtomeasureP&LincentivisestoservetheplanetandstakeholdersimpactontheplanetEnvironmentaobjectivespartofappraisal/bonusINTARstarterstarterFromsustainabilityasastandalonestrategytosustainabilityasanintegralpartofbusinessambitionandpractice可持续性第一Fromsustainabilityasastandalonestrategytosustainabilityasanintegralpartofbusinessambitionandpractice可持续性第如果单独治疗，可持续性策略的影响有限。sustainabilitysustainabilityhastotransitionfromasiloedfunctionwithstand-alonestrategies,tobeingalignedwithcorebusinessprocessesandembeddedwithinmarketingpractice.starterTheAdvancedorganisationsscorerelativelyhigheronthreekeyaspects:keyaspects:·Brandcontributionisclearlystated确认可持续性作为孤立的职能是实现可持续性议程的关键挑战·BrandprioritiesdrivesustainableactionstarterTheTherelativeunder-performanceonthesefactorsforstartercompaniesrisksleavingtheminacompetitivelycompromisedposition.Developingsustainabilitystrategyinisolationfrombrandstrategyandmarketplaceactivation，combinedwithunaligned的理解metricsresultsinamismatchbetweenstrategyandreality.shareholder-centricgovernanceshareholder-centricgovernanceanddecisionmakingisabigbarriertotherealisationofsustainabilitystrategies.whenlong-termsustainableimpactconflictswithshort-termfinancialgain,only17%ofthestartersand58%oftheAdvancedgroupconsistentlyprioritisethelong-termsustainableimpact.财务收益starterINTAR$Measurement远见与趋势• 可持续性第一。$Measurement远见与趋势• 可持续性第一。…Figure…Figure2.sustainabilitydataandinsightsintegratedthroughoutmarketingoperatingcycleThereisaclearsignalthatbusinessesneedtomatchambitionwithresource.whilst90%ofmarketersagreethatsustainability对更广泛的价值链有很好的理解starteragendasneedtobemoreambitioustoenablebiggerandfasterimpact,35%ofrespondentscitealackofinternalresourcesasachallenge.Inadditiontothisresourceroadblockmarketerstellusthatmanyorganisationsdon'thavetheknowledgetoaddresstherequiredtransformation-35%citemarketing'sknowledgeandskillsgaponsustainabilityasaconcern.Agdunderstandingofcirculargrowthprinciplesandthecorporatevaluechainwillbecriticalinembeddingsustainabilityinthedesignofstrategy,innovationandactivation.AlthoughtheresearchsuggestsarelativelygoodvaluechainunderstandingamongthosewhoareAdvancedinthejourneythisisonlytruefor38%ofstarters84%confirmtheimportanceofhavingagoodsustainabilitydataeco-systemandinsightshoweveronly30%ofthetotalaudienceclaimstodothiswell·Embeddingsustainabilityinsightsthroughoutthemarketingoperatingcyclewillhelpinmakinginformeddecisionsforthelongandtheshort-run.分析和定位profiling&targetingtochange分析和定位profiling&targetingtochangemindsetsandbehavioursLinkingthetargetprofiletopurchasedatatosizetheopportunityandmakethebusinesscaseforsustainability战略••understandingwhatmatterstopeoplepeoplepercategory，percountrywhenitcomestosustainabilityissues•understandingyourbrand'sperformanceonaddressingissuesversuscompetitors可持续发展细分跨所有数据可持续发展细分跨所有数据源集成，以具有一个整体视图sustainabilitycommunication•Foresightonsustainabelivingandsustainabilitycommunicationemergingsustainabilitytrendstounlocklong-termopportunities•lnnovationvalidation》impactmerics》impactmericsKANTAR激进的创新。Emphasiseradicalinnovation/newbusinessmodelsTrasformtheentireportfoliostarter创新是实现我们渴望的飞跃的关键.Marketersselectedin