Sustainable Futures Kantar

In this episode, Jonathan Hall interviews
Michael Hanbury-Williams, Head of Purpose and Sustainability for EMEA at UM, and Gabriele Herrmann-Scharnberg, Client Partner at Kantar, to explore the insights generated by our joint research study on “Purposeful Purchase Journeys (PPJ)”. According to
Kantar’s BrandZ data, consumer demand for sustainable brands has risen by 84% over the past 10 years. Despite this, the PPJ survey reveals a substantial intention-action gap, as consumers often lack the information, resources, or ability to shop more sustainably.
Brands can use the PAVE framework (Product, Actions, Value, Ethics) to develop a comprehensive sustainability strategy that elevates sustainability beyond being just “nice to have” or an “add-on.” Listen to the episode to learn more about how the PAVE framework,
informed by consumer research, enables brands to maximize their sustainability commitments to boost brand affinity across the purchase journey and drive long-term growth. 

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At least 14 million tons of plastic end up in our oceans every year, causing the destruction of eco-systems whilst also releasing more toxic chemicals and micro-plastics into the environment. And Kantar’s Sustainability Sector Index identifies water pollution as one of the top sustainability concerns globally – the number 1 in Asia: it is an environmental challenge very much top of consumers' minds.  In our latest Sustainable Futures episode our host, Jonathan Hall, interviews Will Pearson, CEO and Co-Founder of Ocean Bottle, an award-winning reusable water bottle start-up that removes plastic waste from the ocean. Will describes how his start-up uses a new, innovative business model centred around the Ocean Bottle, an insulated flask with a positive environmental footprint. Each purchase removes 1000 plastic bottles from the ocean, giving consumers the power to tackle ocean pollution.  Ocean Bottle has made transformational change to ocean habitats by removing over 1 billion plastic bottles from the Ocean so far! We hear about the challenges of establishing a successful start-up, Ocean Bottle’s journey to success and the future expansion that will allow them to take their positive impact to the next level.
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Why are consumers’ sustainability perceptions of the fashion industry so low? How can brands implement impactful sustainable change to close consumers’ value-action gap? Listen to our new Sustainable Futures episode where Jonathan Hall talks to Andrew Saxton, Business Unit Director, and Olivia Kelly, Fashion Client Manager from our Worldpanel division, to uncover the complex relationship the fashion world has with sustainability.   
Brands are genuinely trying to make change, but they are on a journey and in many cases, they are held back by consumer perceptions of the sector. Of all the biggest fashion retailers in the market, Kantar panel data found that M&S was the only brand with a net positive consumer perception. Furthermore, consumers believe that the harmful impacts of the fashion industry are out of their control as 65% of shoppers state that it is up to brands to take responsibility for their environmental impact. Learn how effective communication coupled with new innovations will increase brand satisfaction in this space, allowing consumers to protect the environment in style.  
 


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Listen to the final instalment in the Sustainable Futures Sustainable Marketing 2030 series: the fifth lever of change is Radical Innovation, which marketers voted the most important lever in the Circular Marketing & Growth Framework. In this episode our host Jonathan Hall interviews Neda Hashemi from the Ellen MacArthur Foundation and Emily Simons, Innovation Lead in Kantar’s global Sustainable Transformation Practice. Radical Innovation has the potential to unlock business and brand strategies that reshape how we create, make, and deliver value commercially, to people and the planet. Rethinking how marketers engage earlier in the value chain to implement circularity will help both normalise sustainable consumption behaviours and protect the brand owner from charges of greenwashing. Kantar and the Ellen MacArthur Foundation play key roles in this space by designing for circularly, connecting change makers and creating interventions that deliver measurable impact.  
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In this new episode of Sustainable Futures, Jonathan Hall is joined by Rupert Pearce - co-founder of Rewired Earth - and Jack Young from Kantar’s Sustainable Transformation Practice for the third instalment in our mini-series based around Kantar’s Sustainable Marketing 2030 study in collaboration with WFA. Learn about the critical importance of redefining value beyond solely profit to include people and planet, and why this is a central lever for change in the Circular Marketing framework that lies at the heart of Sustainable Marketing 2030. And hear about Rewired Earth’s vision to rewire the financial markets as a force for good – and the journey it has been on to help make this happen. Delve into topics around this subject area such as the tipping point in the population’s sustainable behaviour, new business models that can meet consumer demands and what you can do personally to address social and environmental challenges.
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Join us for the latest Sustainable Futures episode in our Sustainable Marketing 2030 mini-
series – this time on Transformative Relationships. Listen to our host Jonathan Hall interview
both Michelle McEvoy, Initiative Lead at Planet Pledge at the World Federation of
Advertisers, and Charlie Thompson, Director of Commercial Strategy at the Cambridge
Institute of Sustainability Leadership. This episode focuses on the transformative
relationships lever within SM2030’s circular marketing framework: outlining the importance of
embracing opportunities for industry-wide collaboration to benefit both business and the
planet. 
 
Fostering a new collaborative mindset acknowledges the need to come together to tackle
complex challenges such as climate change that cannot be solved in silos. Building new
relationships with and beyond the immediate value chain can enable brands to take a more
holistic approach to sustainable marketing that considers long-term social and environmental
impacts.  
 
Links referenced in the recording:
 
Defining and Categorising Partnerships:  United Nations 2030 Agenda Partnership Agenda
Ellen Macarthur Foundation report 
WFA Planet Pledge
Download Kantar’s Sustainable Marketing 2030 report
CISL’s Leadership for a Sustainable Future Framework
CISL’s definition of sustainable marketing:
CISL’s Sustainable Marketing, Media & Creative online course:
Characterising Marketing Paradigms for Sustainable Marketing Management by Dr Victoria Hurth:
Jon Alexander book on citizens

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