The WFA, with Kantar Research, Offers Imperatives on Marketers’ Role in Sustainable Actions. Özlem Şentürk Explains…

The World Federation of Advertisers has been proactive in linking sustainability with marketing imperatives. At their annual Global Marketer Week Conference in late April, they presented new research in partnership with Kantar’s Sustainable Transformation Practice. Entitled Sustainable Marketing 2030, the study highlights the current gap between intention and action on sustainable marketing practices. Furthermore, the results consider the critical role marketing can play as businesses continue to transform to satisfy climate concerns.

Özlem Şentürk, Senior Partner at Kantar, presented the WFA research. She covers a series of thought-provoking topics ranging from product innovation to circular frameworks to recognition that current concepts of growth may have to be reconsidered if businesses aim to be compatible with a sustainable future.

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