Sustainability and marketing must merge

As we step into 2025, the role of sustainability in marketing is no longer optional – it’s essential. Businesses around the world are under growing pressure to align their strategies with evolving sustainability legislation and the increasing demand from consumers for environmentally conscious products and services. This shift represents both a challenge and an immense opportunity for marketers. In this article, originally published by Kantar, Jonathan Hall shares critical insights on how sustainability and marketing must merge to drive meaningful change and create value.

In 2025, we will see a ramp-up in sustainability legislation in major economies that accelerates the corporate ESG (Environmental, Social, and Governance) agenda. In addition, 93% of consumers globally say they want to live a more sustainable lifestyle. This will force businesses to see sustainability as a risk and opportunity. So far, marketers have performed poorly in integrating sustainability effectively, creating meaningfully different propositions and communications that resonate with consumers. Despite what seems like the well-intentioned failure of sustainability marketing, analysis of Kantar’s BrandZ data suggests that sustainability already contributes $193B to the value of the world’s top 100 brands. Kantar’s Worldpanel data projects the continued growth of the most sustainably active consumer segments from 22% in 2023, to a conservative estimate of 29% by 2030. Marketers are equally keen; globally 94% say that their sustainability agendas need to be more ambitious (Sustainable Marketing 2030). As PepsiCo International Foods’ EVP and Chief Consumer and Marketing Officer and Chief Growth Officer Jane Wakely says; “Sustainability can’t be a marketing agenda. It has got to be a company-wide agenda, where marketing’s job is to find the authentic connection to make things relevant to the consumer and turn sustainability initiatives into growth drivers.”

Jonathan Hall – Managing Partner, Sustainable Transformation Practice

https://www.kantar.com/campaigns/marketing-trends

Sustainability is more than a buzzword – it’s a cornerstone of the future of marketing. As highlighted in this excerpt, the integration of sustainability into a company’s ethos and marketing strategies is not just about meeting regulatory demands but also about unlocking growth and building stronger connections with consumers. At Eco-Promo, we are passionate about supporting businesses on this journey by offering eco-friendly products that reflect your brand’s commitment to a better future. Together, we can transform sustainability from a challenge into a powerful driver of success.