WFA, Kantar unveil new framework for sustainable marketing by 2030
By Felicia Nwosu
The World Federation of Advertisers (WFA), in collaboration with Kantar’s Sustainable Transformation Practice, has released a comprehensive report titled Sustainable Marketing 2030, shedding light on the marketing sector’s role in promoting sustainability. The report reveals that while many brands are taking their first steps toward sustainability, nearly 25% are still in the early stages of their journey.
According to the findings, 90% of marketers agree that sustainability initiatives need greater ambition, and 94% believe that marketers must embrace bold, experimental approaches to drive transformative change. The report highlights key barriers such as limited internal resources, knowledge gaps, and challenges with measuring impact. However, it also points to emerging opportunities, including the potential for innovation, the development of new business models, and large-scale consumer education.
A significant output of the study is the introduction of the Circular Marketing and Growth framework. This new model seeks to redefine the marketing function, providing practical, action-oriented guides to help brands incorporate sustainability while achieving business growth.
Industry leaders from companies like Diageo, Kantar, Vodafone, and Arla Foods have emphasized the role of creativity in making sustainability a compelling narrative. They argue that marketers must bridge the gap between consumer intentions and actual behaviors by creating campaigns that resonate emotionally and inspire action.
The WFA and Kantar urge marketers to think creatively and act boldly in their sustainability efforts, highlighting the importance of making sustainability a core component of business strategy to achieve long-term, positive change
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