Jeff L. Herrmann’s Post

Don't miss out on the latest #sustainability research in collaboration with IPG Mediabrands: Purposeful Purchase Journeys. Co-authored by Kantar's Gabriele Herrmann-Scharnberg, Michael Hanbury-Williams from IPG Mediabrands and Kantar Sustainable Transformation Practice lead Jonathan Hall, this summary article looks into why just 10% of marketers claimed their companies are “well advanced” on the sustainability journey and provides guidelines for brands to inspire shopper behaviour change using the Purposeful Purchase Journeys research. Read the article here: https://lnkd.in/eJ_HtsGc

Don't miss out on the latest #sustainability research in collaboration with IPG Mediabrands: Purposeful Purchase Journeys. Co-authored by Kantar's Gabriele Herrmann-Scharnberg, Michael Hanbury-Williams from IPG Mediabrands and Kantar Sustainable Transformation Practice lead Jonathan Hall, this summary article looks into why just 10% of marketers claimed their companies are “well advanced” on the sustainability journey and provides guidelines for brands to inspire shopper behaviour change using the Purposeful Purchase Journeys research. Read the article here: https://lnkd.in/e32m9QxM

Don't miss out on the latest #sustainability research in collaboration with IPG Mediabrands: Purposeful Purchase Journeys. Co-authored by Kantar's Gabriele Herrmann-Scharnberg, Michael Hanbury-Williams from IPG Mediabrands and Kantar Sustainable Transformation Practice lead Jonathan Hall, this summary article looks into why just 10% of marketers claimed their companies are “well advanced” on the sustainability journey and provides guidelines for brands to inspire shopper behaviour change using the Purposeful Purchase Journeys research. Read the article here: https://lnkd.in/gUBi-d8X

Don't miss out on the latest #sustainability research in collaboration with IPG Mediabrands: Purposeful Purchase Journeys. Co-authored by Kantar's Gabriele Herrmann-Scharnberg, Michael Hanbury-Williams from IPG Mediabrands and Kantar Sustainable Transformation Practice lead Jonathan Hall, this summary article looks into why just 10% of marketers claimed their companies are “well advanced” on the sustainability journey and provides guidelines for brands to inspire shopper behaviour change using the Purposeful Purchase Journeys research. Read the article here: https://lnkd.in/gaXRDw7p

In today's rapidly evolving marketplace, sustainability is a business imperative and there are three key considerations for brands looking to translate their corporate sustainability strategy into actionable brand initiatives:   ❤️ Consumer license to operate: understand the societal role your brand plays. It's essential to align your sustainability efforts with consumer expectations and the values they associate with your brand. 💹 Local market realities: tailor your sustainability initiatives to address the specific needs and challenges of the markets you serve. This ensures your actions are relevant and can drive tangible shared value. ♻ Sector-specific priorities: recognise that different industries face unique sustainability challenges and opportunities. Develop a nuanced approach that reflects the priority platforms of your sector.   By thoughtfully considering these areas, businesses can forge a path that not only supports the planet but also resonates with consumers and differentiates their brand in the marketplace. Let's commit to a future where every brand action reinforces a sustainable vision for society.   At Kantar we know what your Middle East & African consumers expect on sustainability. Ready to learn more? Talk to Tamara Ojeaga or Astrid Ricketts about our Sustainability Sector Index and discover more in our free report overview here 👉 https://lnkd.in/eUZauJEf #Sustainability #BrandAction #CorporateStrategy

In today's rapidly evolving marketplace, sustainability is a business imperative and there are three key considerations for brands looking to translate their corporate sustainability strategy into actionable brand initiatives:   ❤️ Consumer license to operate: understand the societal role your brand plays. It's essential to align your sustainability efforts with consumer expectations and the values they associate with your brand. 💹 Local market realities: tailor your sustainability initiatives to address the specific needs and challenges of the markets you serve. This ensures your actions are relevant and can drive tangible shared value. ♻ Sector-specific priorities: recognise that different industries face unique sustainability challenges and opportunities. Develop a nuanced approach that reflects the priority platforms of your sector.   By thoughtfully considering these areas, businesses can forge a path that not only supports the planet but also resonates with consumers and differentiates their brand in the marketplace. Let's commit to a future where every brand action reinforces a sustainable vision for society.   At Kantar, we know what your Middle East & African consumers expect on sustainability. Ready to learn more? Talk to Tamara Ojeaga or Astrid Ricketts about our Sustainability Sector Index and discover more in our free report overview here 👉 https://lnkd.in/e3TUZaPD #Sustainability #BrandAction #CorporateStrategy

In today's rapidly evolving marketplace, sustainability is a business imperative and there are three key considerations for brands looking to translate their corporate sustainability strategy into actionable brand initiatives:   ❤️ Consumer license to operate: understand the societal role your brand plays. It's essential to align your sustainability efforts with consumer expectations and the values they associate with your brand. 💹 Local market realities: tailor your sustainability initiatives to address the specific needs and challenges of the markets you serve. This ensures your actions are relevant and can drive tangible shared value. ♻ Sector-specific priorities: recognise that different industries face unique sustainability challenges and opportunities. Develop a nuanced approach that reflects the priority platforms of your sector.   By thoughtfully considering these areas, businesses can forge a path that not only supports the planet but also resonates with consumers and differentiates their brand in the marketplace. Let's commit to a future where every brand action reinforces a sustainable vision for society.   At Kantar, we know what your Middle East & African consumers expect on sustainability. Ready to learn more? Talk to Tamara Ojeaga or Astrid Ricketts about our Sustainability Sector Index and discover more in our free report overview here 👉 https://lnkd.in/dXF82vKP #Sustainability #BrandAction #CorporateStrategy

We're seeing a trend emerging of businesses downscaling their environmental and social sustainability commitments or staying silent on the great things they ARE doing. A lot of businesses have got burned and experienced backlash from consumers and investors. So is sustainability over? Eh, absolutely not. But if a business is to translate its corporate ESG strategy successfully into brand action, 3 things need to happen. Read more in our latest post... does this resonate with you?

Even I am surprised that sustainability is still considered one of the differentiators in the new Kantar's Blueprint for Brand Growth. The paper suggests that being meaningfully different helps brands command market penetration (brand growth) and pricing power (brand equity). This means that brands that are leading the change in sustainable practices automatically enjoy brand and commercial benefits. In fact, they also found that "a lack of sustainability credentials could pose a risk to growth". However, a focus on sustainability must be credible and authentic to be Meaningful. 🌱 Credible - Back up the claims with actions, data and relevant evidence. Work with trusted authorities to assess the impact objectively. 🌱 Authentic - Be realistic and transparent. Talk about the journey, not the achievement because we still have a long way to go. Acknowledge that sustainability is a multifaceted and complex issue that requires help from all directions and stay true to the brand on where it fits in. However, brands shouldn't use sustainability solely as the major brand differentiation/competitive advantage because the goal here is to bring everyone else along and abandon non-sustainable practices altogether. Eventually, other brands will jump on board as they will either be forced by regulations or pressure from stakeholders. See my article on what we can learn from the tale of The Body Shop: https://lnkd.in/g_vpsKQY Navigating sustainability marketing can truly be challenging, but also rewarding. Get in touch if you need help. Source: Kantar https://lnkd.in/gVTGmy4d #sustainability #sustainabilitymarketing #marketingeffectiveness #brandstrategy #brandmanagement

In today's rapidly evolving marketplace, sustainability is a business imperative and there are three key considerations for brands looking to translate their corporate sustainability strategy into actionable brand initiatives:   ❤️ Consumer license to operate: understand the societal role your brand plays. It's essential to align your sustainability efforts with consumer expectations and the values they associate with your brand. 💹 Local market realities: tailor your sustainability initiatives to address the specific needs and challenges of the markets you serve. This ensures your actions are relevant and can drive tangible shared value. ♻ Sector-specific priorities: recognise that different industries face unique sustainability challenges and opportunities. Develop a nuanced approach that reflects the priority platforms of your sector.   By thoughtfully considering these areas, businesses can forge a path that not only supports the planet but also resonates with consumers and differentiates their brand in the marketplace. Let's commit to a future where every brand action reinforces a sustainable vision for society.   At Kantar, we know what your Middle East & African consumers expect on sustainability. Ready to learn more? Talk to Tamara Ojeaga or Astrid Ricketts about our Sustainability Sector Index and discover more in our free report overview here 👉 https://lnkd.in/eJc-h7Bj #Sustainability #BrandAction #CorporateStrategy