Marketing a Better Future

A dentsu and Kantar special report on corporate sustainability in Asia Pacific

Sustainability is overwhelmingly driving consumer choice, and as the urgency to act intensifies, expanding the role of marketing to become more transformational will become a prerequisite for sustainability innovation in Asia Pacific. 

This is why dentsu has partnered with Kantar's Sustainability Transformation practice to launch Marketing a Better Future, a first-of-its-kind study on corporate sustainability in our region based on a survey of over 70 marketers in 12 APAC markets and one-on-one interviews with C-suite executives in leading brands.  

This report will help marketers consider how their actions will be at the forefront of shaping and generating growth that serves the 3Ps - people, planet and prosperity.  

It provides a  scaled overview of where brands and marketers across Asia Pacific are currently focusing their sustainability efforts and maps this against a detailed view of what consumers are most concerned about based on Kantar's previous consumer-focused foundational studies.

It also illuminates two fundamental obstacles marketers face in meeting their sustainability objectives: the consumer intention-action gap and the organisational intention-action gap.

Acknowledging that businesses must radically reimagine marketing by making sustainability an organising principle for the function and freeing it from restrictive quarterly sales targets, it proposes key initiatives that marketers and their agencies must adopt now to set the building blocks for a sustainable future and empower their companies to unleash the level of innovation and momentum required to advance their sustainability transformations at speed.